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We love video here at Cornerstone and so as part of our tenth birthday blog series, we’re looking at Cornerstone and beyond for our favourite top ten promotional videos.
Promotional videos can excite, bore and inspire. We’ve all been engrossed in a show only for our attention to be switched by an abrupt ad break. The best videos attract rather than interrupt; they focus on quality content and drag us in.
ONE: NIKE: DA DA DING – FRANÇOIS ROUSSELET – WIEDEN + KENNEDY
Nike has made an exciting, accessible and fun video featuring the ultimate girl squad to represent and inspire women in Indian sport. Amongst the starts of the show are Deepika Pakudone, an actress and former national badminton player, Rami Rampal who at 15 became India’s youngest national field hockey player and surfer Ishita Malaviya. With punchy lyrics, ‘Da Da Ding’ delivers an empowering piece, which sparks a feeling of reddiness to take on the world.
TWO: GOPRO: HERO 5+KARMA
Beautifully filmed, informative and demonstrating the products capability – key things which GoPro has got down to a fine art. GoPro adverts make you dream of golden beaches, wild adventures and snow white mountains and it’s this excitable and positive feeling that peaks your attention and draws you in.
THREE: AIRBNB: DON’T GO THERE, LIVE THERE – TBWA/CHIAT/DAY
This advert engages because it encourages the viewer to create more of an experience from their travels. It’s not just enough to go somewhere anymore, Airbnb want you to be immersed in the culture, to explore and to throw yourself into life there!
FOUR: H&M: COME TOGETHER – WES ANDERSON – adam&eveDDB
Directed by the fabulous Wes Anderson, this ad is of course, wonderfully delightful. Conducted in true Anderson style, this advert features a soft colour pallet, perfect symmetry and dreamy font. Anderson has achieved creating a promotional piece for H&M whilst also creating a heart warming short. H&M fashions are woven throughout the piece and it concludes in a positively beautiful way, but I don’t want to give it away, so you’ll just have to watch it.
FIVE: FINELINE INTERIORS: WARRINGTON SHOWROOM LAUNCH
This is a Cornerstone production. With plenty of close-ups, wide shots and delicate music, this promotional video oozes the premium feel that Fineline are known for. The sweeping shots draw you in, and the close-ups give you a taste on what is on offer at the showroom, leaving you with only one choice, to visit the Warrington showroom.
SIX: THIS GIRL CAN: PHENOMENAL WOMEN – KIM GEHRIG – FCB INFERNO
Narrated by Dr Maya Angelou reading her poem ‘Phenomenal Woman’, this advertising campaign is both engaging and empowering. If it doesn’t make you want to throw on a pair of trainers and take on the world, then I don’t know what will. I love the initiative of ‘This Girl Can’, and believe that this perfectly sums up their goals, inspiring women to try new activities and overcome fear of judgement.
SEVEN: REKORDERLIG: SILVER SKATERS – ANDREAS NILSSON – SAATCHI & SAATCHI
I can’t quite put my finger on why I love this advert so much. It could be the frozen landscape, maybe the haunting tune sung by the coach or maybe it’s seeing two unassuming bearded skaters perform a figure skating routine. Who knows, but I love it. This piece comes together beautifully and naturally forms in to an advert, which is compelling, humorous, and; much like their cider, a feast for the senses.
EIGHT: EUROSTAR: A TRAVEL STATE OF MIND – SOMESUCH
I LOVE this advert. With retro styling, bold messaging and a play on New Wave cinema style, this advert never fails to make me want to pack a bag, and jump on the Eurostar for an exciting adventure. This is the sort of advert, which doesn’t interrupt, it inspires.
NINE: OLDHAM COMMUNITY LEISURE: ANNUAL REPORT – CORNERSTONE DM
Celebrating the achievements of OCL through 2016/17, Cornerstone produced this piece to be informative whilst remaining engaging. With block colour animations and video in the background of shots, it achieved just that. We love the use of colour throughout this video, it fits with the brand and also external organisations.
TEN: KENZO: WORLD – SPIKE JONZE – FRAMEWORK
I’ve saved my absolute fave ‘til last, (but H&M was a strong contender too).
What’s not to love about this? If you’ve not seen it in full, make sure you do. Perfume ads are often dull, and without pointing fingers, often ridiculously pretentious, yawn. Jonze has shaken the industry up and delivered an engaging, compelling and perfectly executed piece of work for new fragrance, Kenzo world. Star of the show, Margaret Qualley, delivers goofy facial expressions, edgy dance moves and a perfectly electrifying performance to bring this piece to life. Jonze, with an already wonderful library of work, has not disappointed.