3 video storytelling choices that work for creative advertising

Ok, let me first start by addressing the title of the blog.

There are many creative techniques used when it comes to video storytelling and there isn’t a one shoe fits all approach. The brand, the audience, marketing channels and touchpoints all have a say on whether a creative concept will leave its mark. We need to first understand these things before we can conceptualise ideas that will resonate with a target audience. However, there are notable trends which I believe make a video advertising campaign memorable – At least to me.

Now, I’m a sucker for a good story. (Thank you, Netflix!) It’s one of the reasons I run a video storytelling agency. Great storytelling is powerful, it can have impact and it’s an incredibly rewarding process if done correctly. With so much video content out there these days, it’s really got to make me feel something if I’m going to remember it. And that’s one of the key points we need to ask ourselves when we’re creating short-form video content for advertising – Is our idea memorable? Other questions we might consider; Is the idea easy to get? Will the target audience relate?

Recently, I’ve seen a batch of new adverts on TV, the cinema and online. All of these adverts had plenty in common. The production values were high, they looked like TV or Film and they all had a length of between 30 and 60 seconds. However, the adverts that resonated with me the most all seemed to fall into three styles and genre choices. These genre choices were;

#1 – Comedy / Humour

It goes without saying – you can’t bore someone into buying something. Humour is a great way to engage an audience and make your advert stand out.

uSwitch “Coach” Broadband Comparison TV Advert

This advert from uSwitch was actually released in 2017, but I only recently discovered it. The memorable character and the silly humour had me giggling. What’s great is that this format is easily replicated with new scenarios and characters as long as the main character is present and the humour remains consistent.

#2 – The Quirky Drama

AO “Delivering Tomorrow” Advert

Anyone else think AO have lucked out with the fact that there is a mainstream song with their business name in the Lyrics? Regardless their new TV and Cinema ad is excellent. It’s got an interesting story – the sun begins to flicker and eventually goes out, plunging the world into darkness. Turns out the sun is a giant bulb and it’s up to the AO team to deliver and fit the new sun to bring light back to the world. My favourite moment is the sun being wheeled out of a giant box which reads “SUN 174 QUADRILLION WATTS” on the side.

#3 – The “Pull on the Heart Strings” Drama

Remember those beautiful John Lewis adverts? The one’s with the lovely stories, haunting acoustic music and high-end visuals to match. Yep – style three is the pull on the heart strings drama. There’s two more adverts which I love that both fall into this category. The cinematography in these both these 60 second adverts is excellent and the music choice really heightens the drama on-screen.

Lloyds Bank, The Running of the Horses:

Dogs Trust TV Ad #Specialsomeone: