It's purposefully wacky and done in a tongue and cheek deadpan. ![]() However, the business it selects as the subject of its testimonial is anything but the traditional brick and mortar small business. It checks off most of the boxes of payment processing commercials: It talks about how reliable it is, uses a customer testimonial, highlights its simple-to-use features, and talks about having a personal connection with its small business clientele. ![]() While this is a pretty extreme case of 'going for it' and may not vibe with everyone, I think this example is great because it is an advertisement for one of the most traditional/conservative kinds of institutions out there, payment processing, that takes a genre-playful approach to highlight its brand values. Strategically doing so gives viewers something personal to identify with. When creating videos that alter the standard script, you are highlighting what values are important to you by what you choose to omit, change, or highlight. Genre-playful videos are a powerful tool for communicating your brand- your mission and beliefs, which is the ultimate advantage when selling products/services that can be perceived as interchangeable. ![]() What then? You may believe your service is better than the competition, but how will your audience know? Sure, it's helpful to highlight how your product/service contains different features/strengths than your competition.īut what if you produce a commodity or a service that can be found at any neighborhood corner? You don't make a Smart Car, which is the tiniest car ever. Extend beyond specific features: Make it about your Mission. They help you establish how your service/product is different from your competition by drawing attention to what your product isn't. This highlights the great power of Genre-Playful videos. It simultaneously strengthens its positioning, branding, and becomes memorable amidst the sea of exchangeable car manufacturers. The video is genre-subversive in that it takes a well-known car-selling strategy and does the opposite to highlight the unique benefit of the product.īy daring to make fun of its product, Smart Car more perfectly hones in on its target audience. It isn’t the car for everyone, but it’s the perfect car for the right driver. The structure and visual conventions all match your typical SUV commercial.īut, by highlighting how the Smart Car is tragically out-of-place in this wild environment, the commercial emphasizes how incredibly well suited it is for its actual purpose–to be the ultimate urban vehicle. Consider one of my favorite examples from director, Daniel Warwick, who directed this spot for Smart Car. Example: Subverting the Automotive Industry Norms: Smart Car It also encourages borrowing genre conventions from other forms of visual storytelling to be melded with this opposing form.
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