Restlyane’s “Hottest Mom in America” auditions are moving to the internet. If you couldn’t make it to one of the live audItions, held in several cities across America this summer, you can upload your 1-2 minute video on the “hottest mom” website and throw your hat in the ring. Hottie, Hottie!!!

In case you haven’t heard, Restylane, manufactured by Medicis Pharmaceutical Corporation, is a natural cosmetic dermal filler that restores volume and fullness to the skin to correct facial wrinkles and folds, such as nasolabial folds. This product is much desired by middle aged American women who want to “add volume” to their shrinking faces. While it’s not as big as the botox craze, Restylane is currently being hawked all over the country by Pharma reps. and doubtless will be on the cosmetic surgery landscape for some time to come.

In any event, none of this would be interesting if it weren’t for the marketing campaign launched by Restylane on YouTube. Am I the only one who thinks the “big-budget-tv-commercial-masquerading-as-amateur-video” idea is DEAD!!!!!!!!!!!!! DEAD as hell! Honestly, how predictable can you get? They probably even have a MySpace dedicated to the campaign!! As marketers I thought we were getting paid, in part, to be creative. Push the envelope. Come up with something new. The Restylane-YouTube video along with “Hottest Mom in America” campaign is so yesterday. To the marketers of Restylane, I dare you, I double dare you, to “not” shoot a grainy video and post it on YouTube. I double dare you to find a new outlet! A new and creative way to cut through the noise that permeates all channels of American culture.

[youtube]http://www.youtube.com/watch?v=786eiEhBCrA[/youtube]

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