It’s hard to gain trust preaching about how wonderful your brand is, when your target can’t sit still to watch a video for more than 3 minutes. Unless it’s something he already knows or has previous interest in, he’s more likely to move on to the latest Lady Gaga clip.
Branding companies are making countless efforts to associate the brands’ qualities to the real image and identity of a company.
PR professionals have an advantage in these situations. Yes, even though other communication experts may have the same/better expertise in the matter, I must defend that the core of the PR craft is to identify the best ways to establish trust between company and publics.
However, as a strong believer of the PR principals, this so called “core” has somehow lost it’s value in many markets.
This Energizer video, although it may seem long, shows important and current ways to communicate:
- Don’t trust that advertisers know everything about filmmaking for TV. Learn a thing or two about quality in image and sound. This video shows some beautiful takes that even though are relatively simple, were shot with a camera called 5D, which makes a huge difference when you have a HD system at home, theaters, Ipad, Androids, and even on a simple laptop.
- Shut up. Yes, shut up! Stop babbling about how great your company is, and how trustworthy you are. Don’t tell me how your bank wants to be my best friend, show me. This video is an example of great PR. It went on for almost two and a half minutes without shoving the brand in the audience face. Fine, you may say this is just a different way to do smart advertising, but it has the main PR values. After all, isn’t advertising a PR tool?
A love story.