There seems to be a shift happening in commercial video production. If you watched the Super Bowl this year, and I’m sure many of you did, then you’ll know what I’m talking about.
The old formula for finding success on the giant platform that the Super Bowl television event is, was to go for the funny bone. Comedic videos always worked best in the past.
This year, however, many brands went for the heart rather than the funny bone. Emotional, even tragic, were seemingly more common during this year’s big game than outright funny.
Now, if you’re a business trying to use video production as part of your marketing strategy, then that’s something you should take note of.
A lot of people watch the Super Bowl. More people watch the big game than anything else at all actually. And while emotional is working best at the moment, that doesn’t mean it’s an easy choice either.
So, let’s see if pulling at the heartstrings is best for your brand, if you’d be better off taking a more comedic approach, or if something else entirely is more appropriate. And trust us, it’s a critical decision.
The Serious Route
Your industry, brand personality, and that of your target audience, should always factor into your decision in terms of which kind of video you should make for your brand.
If what you sell or offer solves some type of serious problem or addresses some deeply felt concerns, then you may want to design a video production that evokes a stronger, deeper emotion.
For instance, Budweiser’s heartwarming Super Bowl ad in which a little puppy was saved by a group of Clydesdales was very impactful. And they managed to slide one of their major marketing symbols in while telling the story.
Nationwide’s Super Bowl spot showing a kid talking about the things he’d never get to do because of his early death was a very serious and emotional piece.
Some even thought the insurance company went too far with the ad, but the point is, people remember that kind of tragic emotion. That means they’ll likely remember the brand as well.
Whether you tell a serious story that any family or individual could relate to, or you use your video to take a stance on a larger issue, this kind of deeply emotional content can earn your brand new levels of trust and respect.
Also, young people today tend to like brands that give something back. Nowadays, they want to know what you stand for, not just what product you’re pushing.
The Not-So-Serious Route
For some brands, using video production services to tap into those depths, emotionally, may not be the most appropriate or effective method. In some cases, serious and emotional simply aren’t the best fit.
Sometimes, a good laugh may be a better objective. To use another Super Bowl example, Snickers did one of their “You’re Not You When You’re Hungry” commercials, this time with tough-guy actor Danny Trejo playing a grumpy Marcia Brady. It was one of the most memorable of the few funny ads.
Then there was Allstate’s ad featuring a funny cameo by Bryan Cranston, star of the hit TV series Breaking Bad. Now, a superstar cameo may not be in your cards, but you get the idea.
Whether you go for something more subtle and clever or take a more slapstick approach, getting some big laughs goes a long way. Again, how, exactly, you do this, depends on your industry, your attitude, and your customers.
There are a lot of different ways to design a comedic video production. For more information and some tips on how to go about doing that, check out our recent blog: Learn How to Do Funny Brand Videos the Right Way.
Now, for the record, you can make your video productions do so much more than either pull at people’s heartstrings or hit their funny bone.
For example, GM ran a Super Bowl ad promoting one of their vehicle’s Wi-Fi capabilities by showing what appeared to be a live feed of the stadium before cutting to a blank screen. Eventually text appeared asking what you would do if your TV went out.
Some people were scared or shaken, but it was memorable, and that’s the point. While deeply emotional or genuinely funny tend to work best, there are other options.
Go for the Emotion You Want People to Associate with Your Brand
Whether you take a serious approach or design a more comedic commercial or corporate video production, just keep the immense repercussions of that decision in mind.
If you make a successful video, that means that it’s one that your target audience will remember. But there’s more to it than that.
Choosing the wrong approach may lead to viewers and visitors remembering the scenario or content that made them laugh or cry, but they may not necessarily associate that feeling with your brand.
Or your brand personality, message, and voice simply may not work well with the style of the video you’ve created.
Laughs and cries are incredible marketing tools, but they’re also somewhat delicate ones. If you design a video that doesn’t mesh well with your brand and enhance your message, then you’ll risk creating a distraction.
The last thing you want when trying to grow your web presence and establish your brand identity online is to get in your own way.
For more information about why video has become such an integral part of online marketing, check out our sister site, Climb The Search, New Jersey’s leading search marketing agency.
They know the importance of video production for business purposes and how critical the decision of which emotion to tap into is. That’s why they come to KVibe for all their video production needs. We help our clients figure out the best approach for their particular brand and personality.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.