When the objective of the ad is precision: There is task for
us as video makers to accomplish. The article describes how best we do it.
We at Solly Labs, often face this challenge to deliver ads those talks mostly about precision:
We at Solly Labs, often face this challenge to deliver ads those talks mostly about precision:
1.
The pictures and motion video must relay the
objective. It is easy to express precision with a voice-over but the challenge
is to pass the ‘good word’through
images.
2.
The storyboard must be outlined in a way that –
we do not overdo precision. And, at the same time, we do not under play it.
3.
To limit voice-overs. It is easy to say
‘precision’ while doing a voice-over but the challenge is to limit voice-overs
in ads that picture precision.
Below is one of the advertisements that increasingly talk
about precision. According to some of us at Solly Labs, the ad could have been
bettered and here is what we have to tell you:-
This is an advertisement of Sony digital. The company is
marketing their full HD smartphone. They are increasingly talking of the
product’s engineering capabilities. And, the objective is precision.
Firstly, the some of the motion pictures in the ads are portrayed
very well, (Like the image above). However, with such great pictures the ad
lacks the X factor to hit that ‘spot-on’ button.
Secondly, as mentioned earlier, the voice-overs do most of
the talking. There is no chance given to the video to explain all about
precision. For example, it takes the voice-over to stress on the HDR (High
Definition Resolution) camera to talk about the quality of the picture in low
light.
Finally, the ad covers all the features of the product in
this spot. While it is good to tell the customers about all the advantages, it
is not so good to overload the customer with information.
How Solly Labs would have built this ad differently?
As talked before, the pictures used in this advertisement
are of high quality and we would use the same. But, we would have extensively
talked about quality of Sony Digital
Firstly, we would limit the voice-overs. The product is of
such great quality that it does not need a dominant voice-over.
We would break the ads into the following – real life images
with high picture quality and providing value-added features such as connecting
the phone to a television, seamless reflective surfaces (design) and dust
control. Xpperia is the first phone to have launched HDR video. This would be exclusive
30-40 sec coverage to emphasize the idea.
Finally, we would not have many frames and fast movements
(of frames) to describe the features. We would limit it to fewer frames or a
gradual movement of frames. It is soothing for the viewers’ eyes.
Below is one other ad that we use as an ideal example to
talk about precision. This is the second best example we use. Read our next
article on ‘Best Advertisements on Precision’ to know the first best example
that we use. It is ad that the companies have rated as ‘precision-best’.
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