Publicity stunts need a bit of shock value to go viral these days, and that is precisely what California-based cleaning product company Nano Clear achieved with one of its social media shoots in Paris.
No expense was spared with an on-location production in the shadow of the Eiffel Tower in Paris where its watch cleaning kit was demonstrated on a Rolex watch.
It’s a style of video produced hundreds of times before by Nano Clear: restoring a beaten up timepiece with its cleaning and polishing products.
The twist came when the video suddenly jolts as the watch is snatched and we see the “Rolex Ripper” run off.
Instagram can be a tough crowd, so the video was immediately accused of being a set-up and the Rolex a fake.
If that is the case, Nano Clear should be even more pleased. Not only did the company score its highest engagement for the video, it would not have even lost a real Rolex or needed to go through the hassle of dealing with Parisian police.
The video, which is co-credited with the Vertigo1983, a social media management operation with 1.1 million Instagram followers, has so far been seen 680,000 times on Instagram; twenty-times more than Nano Clear normally expects for its reels, which usually see it polishing watches with famous parts of the world in the background.
Nano Clear has been asked for comment but has not so far responded.
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