The beauty of technological advances means just about anyone can try their hand at filmmaking. With all of the apps available, you could get out your smartphone and be on your way. But just as thrilling as it is to have your video turn out well, it can be crushing to discover it is a dud.
This time of the year is pretty entertaining for those of us in advertising. The Super Bowl is the “Holy Grail” in our business. Many advertising campaigns make or break in one 30-second span during the game—that’s high-pressure stakes. But in reality, every 30-second spot should have that pressure simply because you want to make the right impression every time.
With today’s technology advances, there’s a more level playing field when it comes to the audio/visual equipment you can use. So what makes the difference between an amateur commercial and a professional spot? It comes down to the story.
One of the techniques I’ve noticed frequently in Super Bowl ads is using humor to sell a particular product. Does that make it memorable? It can. Does it sell the product? Debatable. If the Super Bowl commercial is part of a larger campaign or will be repeated later, the viewer already knows the punchline. Just watch some of the Doritos competition entries to see a range of humor used very well and not so well.
Another technique often used during the big game is one I think can work outstandingly well. That is the use of emotion – generating a feeling that is tied to the product. It spans age and gender. Crafting a story and using the images to elicit emotion holds up over time. I think that’s why the Budweiser Clydesdales commercials are still so viable today.
So what will move the needle for you in those 30 seconds? Humor or emotion? For us, we like emotion. We find that it motivates action. And, paired with a good deal of professional experience, attention to detail, mastery of our equipment and skilled producers, we can make every one of those 30 seconds count. It’s like the Super Bowl every day for us, and we’re ready to put our action to work for you.