BE POETIC (IT DOESN’T HAVE TO RHYME)
This is storytelling at its best – Using poetic language can turn everyday activities into epic journeys. Remember to use words that are active and not passive. Choose language that is engaging. By understanding your audience, you can speak to their passions and show the same reverence for your subject as they do. Lurpak does this really well with their film ‘Weave your Magic’.
Start with a strong brand sentiment. Scripting highlights how many messages everyone involved wants to fit in to the video, the key to creating stand out video content is to resist and instead have a focused view on a single objective. If the viewer only remembers one thing after watching, what do you want that to be? Focus on this idea and cut out everything else. In scripting, less is more. Guinness did this really well with their singular call to arms ‘Good things come to those who wait’.
SPEAK TO THE HEART
It’s often a useful exercise to try and determine which celebrity, family member or character represents the brand’s tone of voice. Too often in scripting we fall back into corporate speak. Instead, use an own-able voice and persona to make your video content relatable and natural. Don’t be afraid to lean into emotions, video is powerful because it causes us to feel. Thompson captured the emotions in their ad ‘Time for a Holiday’.
We’re used to seeing common tropes repeated endlessly. Take advantage of this and invert expectations, as BBH said, ‘when the world zigs, zag’. Subvert, remix and approach your sector from a new perspective to find standout. Repeating what the competition has done isn’t good enough. Puma did this really well with ‘The After Hours Athlete’.
TELL A STORY
The human mind is wired for stories. Capture the viewers attention and take them on a journey. Even a short 10 second TV commercial can have a storyline if scripted well. Use traditional storytelling techniques of heroes, advisories and story arcs. Remember to tell stories that intersect with their personal interests, as this makes your brand much more relatable. Johnnie Walker tells a story in the engaging piece ‘The Man Who Walked Around The World’.