Online video sites allow us to produce longer bits of marketing content for no extra media cost, yet at the same time, we know that people tend to favor shorter clips unless they are really interesting or relevant, and of course it costs money to create the extra minutes. So, is it feasible to produce short films to promote your brand?
Here are two branded short films from France – one which I think is spectacular and promotes the products extremely well – and another that is purely waste of money.
Yves Saint Laurent has hired the French actor Vincent Cassel and the director of Black Swan Darren Aronofsky to make film for La Nuit de L’Homme. Both men are extraordinarily good at what they do, yet the film for YSL manages to be boring, traditional, and not as seductive as they probably wanted it to be. But above all, it’s waste of money in my opinion, because the product isn’t in the story, if you don’t count the 5 second packshot at the end. Why produce over two minutes of candle lit halls when you could have the same results with 60 seconds?
The other film, created by Duffy Higgins and John Jaxheimer for women’s surf brand Pret-a-Surf, gets it all right. Creative and fresh approach, executed to the perfection, and most importantly products have the center stage without rubbing it in our faces. Repetition creates drama, well done.
(…and, full screen recommended)
La Nuit de L’Homme Yves Saint Laurent – Le film
La Prochaine Fois (The Next Time)