Let’s get straight into it and start today with a really cool TV Ad:
Hands up anyone who can tell me what Mercedes is trying to sell here?
Essentially not much, but they are trying to explain in a simple analogy, what their new Magic Body Control technology is about. No lengthy or dazzling engineering explanations, just chickens. Yet the video is so rich in information about what a driver will expect if they drive a Mercedes with this Magic Body Control technology installed.
Now watch this second marketing video from Mercedes as well:
The Magic Body Control technology is now illustrated and explained with really nice graphics. Both videos are really cool to watch and are about the same thing. The difference is that one was pitched as television advertisement that is meant to capture the attention of the audience in 8 seconds, and the other is pitched to “motoring enthusiasts” who want to know how it works.
There is a point to this blog besides watching really cool videos:
Each video that is created needs to serve a specific purpose. Overloading a video with information is often counterproductive.
I’m sure we are all familiar with television ads or marketing videos that are just a barrage of information regarding the product, and everything from what the product does to how many nuts are used to make the product is put on screen either in text or graphic, or as a voice over.
Then we are also familiar with a Mac product ad, which often highlights only 1 feature in each ad; be it the camera, or the screen, or the weight.
Consider this when you make your next marketing video or corporate branding video. Keep the message simple and highlight 1-2 key points to really hit home. Remember the old saying – ‘less is more.’