You may never have heard of Microbilt, a company that offers risk management solutions to small businesses. But chances are, you’ve seen one of the spots from their super-viral I Love Local Commercials campaign.
Collectively, these send-ups of local TV channel, late-night spots for tattoo parlors, mobile home and furniture dealerships, and a Cuban-gynecologist-cum-auto-dealer have garnered not only views in the millions, but social media mentions from celebrities such as Errol Morris who called out one spot as his all-time favorite commerical on Twitter (re-tweeted by Roger Ebert, no less).
Microbilt hatched the campaign in conjunction with Rockefeller Consulting Group/Insight Capitalists, and the comedy duo of Rhett and Link. We caught up with Microbilt’s EVP Strategy & Emerging Markets Brian Bradley (left) to talk about the campaign’s genesis, and if all those views of spots that don’t even try to sell anything have translated into business for the company.