Short films, or long ads, are becoming a staple of the digital experience. These videos are meant to tell a story about the brand, or to show the consumer or interested person how the brand can fit into one's life. This is so trivial pursuit, for as visual creatures, moving pictures and content will create more of an impression than many of the activities marketers and communicators use.
Focus and a good story are key.
Today's tale tells of two different videos that have recently hit the interwebs. One, in our opinion, was done impeccably well. The other, though entertaining, sends us a message, but it is unclear if the message is the one the brand wants to resonate.
First: Tullamore Dew.
This ad has been popping up all over the place. And after you watch it, you'll understand why.
It's charming, colorful, and captures you immediately. Then the twist at the end makes it worth watching. It highlights both the theme of friendship and has the brand — the whisky — as the central object. Very well done.
This seven-minute short film was directed by Wes Anderson, and Prada (or Prada Racing?) has been promoting it heavily. It is a nice-looking film, and funny. Watch it below.
Is it well made? Yes, it is. Does it highlight the importance of knowing and respecting family history? Indeed; the ad nails it. But what's the hook? Is Prada's tie with racing historic?
Is it just supposed to be a clever and charming film?
We see all the creatives loving the ad, but with all the advertising and hype around it, we don't see what endgame the film is supposed to have. It is obvious that Prada has money to spend, but what connection to the racing community do Prada consumers have, and why should people care?
There is a quote that goes, "Creativity without strategy is art. Creativity with strategy is advertising." In this case, we would venture to say that this short film is more art than advertising. Which is fine. In that case, the film is awesome.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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