If you doubt dialogue, it’s better to do without it. How it works in practice Dialogues often ruin good ideas. A good script should convey your idea simply and clearly.
6. Listen to the culture How it works in practice
Modern advertising works by new rules. It used to be simpler: either we create and promote something (modernism), or we ironize and destroy (postmodernism). We live in the era of metamodernism, where these approaches are mixed.
- Traditional advertising is always positive and promises only good things
- People are tired of the endless positivity in advertising and don’t believe it
- Therefore, it is necessary to add elements of self-irony and honesty.
How it works in practice: How it works in practice
1. Acknowledge the disadvantages and turn them into advantages. The advertisement of the “cheapest hotel” does not hide the problems, but openly states them: “We have no toilet paper, but what a price!”
2. Use contrasts. Mix high and low, combine seriousness and irony, unite the past and the future.
3. Look for unexpected solutions. Instead of palau business email list promising premium service, Alfa-Bank’s A-Club offered clients a bathtub duck as a “new symbol of success.”
The main principle: don’t be afraid to experiment and go beyond the usual. Sometimes you need to “get lost” to find a truly fresh solution. This kind of advertising works because it is closer to real life. It acknowledges the complexity of the world and speaks to the audience more honestly.
7. Beat TikTok in quality How it works in practice
Today, it is not enough to have “normal” quality – user content is becoming more and more professional. You need to create an impressive product that will compete for attention not only with other advertising, but also with content on social networks.
Examples:
- Makheev – special color correction, macro what were the knowledge gaps exposed by the research? photography, visual rhythm create a special mood
- UBRiR — fast editing, typography, synchronization make the video memorable
These seven principles are not just theory, but practical tools for creating effective video advertising.
The main thing is that no matter what the technical requirements and limitations, the end goal is to create an emotional product that people will want to watch again and share.
Master video advertising shooting with the mads course How it works in practice
We are launching a new course on creating video sault data advertising – with the team of the Voskhod agency, which has been creating advertising for 30 years and has won more than 600 Russian and international awards.
In 4 months you will shoot an advertisement for a real client with real production. You will learn to write scripts and understand the entire cycle of video advertising.