Posts Tagged ‘Annimation’

Storytelling is a two way street

November 13, 2013

A quick thought about storytelling…

Thought this ad was a nice example of storytelling and nifty animation to boot.

Here’s a pretty cool look at how they made the ad:

Along these lines, I saw this interesting article in the Wall Street Journal  about how “Carrying a bottle of Vegetable Juice Has Become a Status Symbol.” The point the article makes which I hope circles back to this advert (see how I used the British term for a British ad) is that people buy things it sends a signal to the world about who they are, what they believe, what their values are. A $10 bottle of juice is crazy unless it “…convey[s] the impression of superior health and discipline.”

See storytelling works both ways. A product a candidate has to tell a story to get folks to pay attention, but where things get interesting is when the audience adopts the brand because it tells their story too.

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I’ll take a story with that burrito

September 16, 2013

This Chipotle video is the latest video to “go viral” — as of this writing it has over four million hits.

It’s worth watching too full of pathos and top notch storytelling (the animation is pretty clutch too, from the folks who create Morris Lessmore and his Flying Book & Numberlys). The video is three minutes long, and I’ve already watched it four or five times. Heck, the video isn’t even for the Chipotle per se, but a trailer for their new game!

I’m not going to break down all the reasons why I think this is a great video, either you get it or you don’t. But I do think there are some important lessons you can learn from this video when thinking about your videos or ads:

1. Story matters. They build a compelling story that’s not about the brand, but is precisely about what the brand stands for. A story that shows you their values.

2. Emotions matter. Related to that first lesson, this story is right on-emotion. Imagine a video that had the same message, but maybe it was a narrator with beautiful shots of fresh produce or some other genre appropriate video. It might get the message across, but would anyone watch? And more to the point would anyone remember or believe it?

3. Production Values Matter. Maybe the most important point I could make here.  We all have had clients ask us to produce a viral video, and when we ask how much they want to spend, the amount is usually less than you’d spend on an I-Pad.

Chipotle did fall into that trap. They didn’t say well, it’s only for the web, they produced a top-notch, story with top-notch production values, and I’m guessing they spent more than some people spend on their tv ads.

4. Your story matters. Chipotle is telling your their story (anti-corporate, fresh food, maybe even anti-establishment), but what they’re trying to do is resonate with your story? Are you anti-corporate, believe in fresh food, do you want to be a conformist your whole life? By reflecting your story in theirs, the create believers, they create fans. I’ll take 1 over 10 customers any day of the week.

I love seeing videos like this one. These ads and videos are why I write this blog. Chipotle could have fallen into a trap — hey, we’re just selling burritos, so let’s give ’em a video about how great our burritos are. Instead they told a compelling story that resonates and creates fans, not bad for the price of a burrito.

 

 


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