I’m not sure how we got on this topic, but a client and I got to talking about the series of Google Chrome Commercials that have been out lately. I haven’t seen this “Coffee” commercial – I have seen the one with the dad and the daughter who goes away to college and misses him. It’s called “Jess Time” .
I took the time to watch it and was struck by how they were able draw you in with the emotional story and show you all the cool Google Chrome features in the space of a couple of minutes.
So let’s deconstruct this little piece of film to see how to improve that next presentation.
- Focused objective drives the video — what do we want to feature and show people? What does my product or service DO? What circumstances would best illustrate the features and benefits of the product.
- Got characters. The first thing you’ll notice is that you are introduced to Jen and Mark right away.
- Specific circumstance. The next main ingredient is the specific circumstance they find themselves in — notice it’s one most of us have been in as well. So it’s not just a circumstance, it’s a shared emotional experience.
- Relevant music. The soundtrack is there to support the emotion and fills in for all the words that AREN’T printed anywhere – but you hear them.
- Few words – lots of pictures and videos. This is a video that didn’t require a huge amount of production. In fact it primarily used still photos and a few videos that you could have put together yourself.
- Demonstrated features inside of real applications — How many times have we made the mistake of getting caught up in the features and what they can do — without focusing on the applications or real life circumstances that will allow us to use these features. Granted, there aren’t too many people who would take that much time or effort to rescue a relationship via a document, but remember that wasn’t the point. The point was to illustrate how something works inside of your life.
And then there’s the spoof…
One barometer of how good something is or how well it touches an emotional trigger is whether or not people parody it. Since we only heard Mark’s side of the story, you might think Jen should give the poor schmuck another chance — but what’s Jen’s side of the story — take a look at this.