Some of the best online branding videos do not focus on the brand.
Red Bull is perhaps the king of this type of content. In Red Bull’s case the genre is called lifestyle video. However, in 2014 Chipotle showed us how a scripted series can be used in the same fashion. Chipotle is making brand videos people want to watch, and most episodes don’t even show the brand.
I have been advocating for years that advertising needs to become reinforcing in and of itself. A good deal of advertising is aversive. (From Wilipedia – In psychology, aversives are unpleasant stimuli that induce changes in behavior through punishment; by applying an aversive immediately following a behavior, the likelihood of the behavior occurring in the future is reduced.)
Much of the online video advertising people watch is a time tax. That’s right, video ads that viewers are forced to see are like a tax that needs to be paid in order to see a reinforcing video. Hopefully the video is reinforcing and not something the viewer has little interest in. I always feel cheated when I patiently suffer through a video ad just to find out the video I wanted to see is a dud.
Farmed and Dangerous does appear to be a well done scripted series. Although I thought the trailer was more satire than comedy, but it is entertaining. Perhaps we can call it satirical comedy.
Wouldn’t it be better if viewers wanted to see your content? Instead of having people hate or at least dislike your ads. Wouldn’t it be great if they were looking forward to the next installment of your series?
I expect that we will see more shows like Farmed and Dangerous in the future. They will be similar to old time sponsored shows, such as soap operas, without the ads. These will be shows where you know who the brand is without being hit over the head with the branding hammer. I imagine an action show will eventually appear and I think this could work well for mysteries as well.
Scripted shows tend to be larger production and have a higher cost than some other forms of promotional videos. For this type of scripted show you need actors and more staff than on a smaller production. They also tend to be long format shows, and as we all know, time is money. If you want high production value for the show you will also need some additional equipment and perhaps higher end equipment than what you typically see for standard corporate videos.
While I am interested in scripted shows my specialty is unscripted and interview shows. If you are interested in doing a show for your brand, business, book, hobby, or interest I would be happy to talk with you.
You can reach me at 562-423-1691