It’s important not just to tell a story, but to take a clear Ideal for emotional stories with brand position that may cut off some of the audience, but will speak very directly to the target group.
Nike and Colin Kaepernick
When the athlete refused to stand for the US national anthem in protest, Nike was not afraid to stand on his side and made him the face of an advertising campaign. The company’s shares fell, but in return the brand gained truly devoted fans.
Tochka Bank Ideal for emotional stories with
Instead of the usual bank promises of reliability and profitability, Tochka said: “It’s not about the money.” The bank appealed to entrepreneurs for whom self-realization and achieving goals are more important than just earning money.
The bottom line: When a brand takes a clear stand, it loses casual customers but gains true fans. This is better than trying to please everyone and end up with no loyalty.
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The founder of the Voskhod agency Andrey Gubaidulin and creative director Anton Rozhin will share their experience in the course “Video advertising that you want to watch” .
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Details on the website or from our manager .
4. Timing suggests a solution
1-5 seconds: maximum effect in minimum time
- Ideal for branding and instant impressions
- Works like a bright flash in the viewer’s memory
5-15 seconds: short but powerful stories
- Enough time for a simple plot
- You can combine humor and a short story
- Works great for digital formats and pre-rolls
20-30 seconds: the gold standard of advertising
- The most demanded format in the industry
- Allows you to reveal a full-fledged gag with development, a complete story, a brief brand manifesto
45-60 seconds: space for depth
- Time for a full story
- The opportunity to create a special atmosphere
- You can add some “air” – pauses and details
60+ seconds: full immersion
- Ideal for emotional stories with character papua new guinea business email list development, full-fledged brand manifestos, complex plots with multiple layers of meaning
- Allows the viewer to fully immerse themselves in the brand’s world
Remember: each format requires its own approach what is happening with industrial disputes in Britain? to the script. The longer the video, the more important it is to hold the viewer’s attention throughout the entire duration.
5. Simpler is better
There are four ways to convey a message:
- It’s complicated and bad – too many details that prevent you from understanding the essence
- Simple and bad – the idea is simplified so much that it loses its meaning
- Complex and good – everything is done well, but difficult to understand
- Simple and good – the idea is conveyed clearly and understandably, without unnecessary details
The last option works best. The most popular videos are always simple and clear, without unnecessary embellishments. This is especially important in scripts.
What to avoid:
- Blind phrases and platitudes (“all opportunities for happiness and development”)
- Dialogues that sound unnatural
- Plot complications
If you doubt dialogue, it’s better to do without it. sault data Dialogues often ruin good ideas. A good script should convey your idea simply and clearly.