I love a good story. Doesn’t everyone? Research has proven time and time again that stories are what drive us….and they drive good marketing. Just think about the really great commercials:
Coca Cola - Mean Joe Greene giving his jersey to a kid
Budweiser - almost any of theirs, especially with the Clydesdales
Apple - throwing the sledgehammer into Big Brother
The common denominator is that they gave us a story; more than just images of the product or just beautiful people (or animals) using them. Way too often ads and videos focus on “stuff” and do not connect with us.
Even when creating videos or commercials for real estate, a church, a school or medical facility, it is important to connect with the viewer. Bricks and mortar can only say so much to us - we need to connect through some emotion.
A script with or without narration needs to be developed to drive the story. Everything from lighting to camera moves to color guides the viewer. So next time you watch a commercial or video production watch to see if it is “stuff” or a story.
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