One of the best things about corporate video is how diverse the content can be. Corporate video, by definition, refers to audio-visual communications by a company or organisation. This loose definition can be interpreted in so many ways, thus there is no end to the creativity one can use to produce it. Some of the most effective advertising campaigns come from creative, inspirational video that links back to the brand that commissioned it.
There are a few things that roughly define what makes a video inspirational. Many of these examples utilize a dramatic soundtrack and sweeping, cinematic videography. Many also use a voice-over. What makes them successful is the story they tell—they do an effective job of connecting the viewer with the protagonist. 2017 was no disappointment to inspirational corporate video–here are 5 examples that fit the bill and left a lasting impression in viewer’s minds.
Annheuser-Busch ‘Born the Hard Way’
This video uses flashback to tell its story. It shows Adolphus Busch’s journey as he immigrated to St. Louis from Germany back in the mid-1800’s. He overcomes numerous obstacles, such as racism upon arriving in the Americas and his ship catching fire as he’s traversing to Missouri. But he perseveres, and ultimately meets the partner he will have in founding one of the most successful beer brands in the U.S.
Expedia
This commercial shows its story through a 40-something-year time lapse. It shows a young girl who grows into a woman, engaging in world travel and being an active participant in social change. It shows the friendships she makes and the activism, such as refugee assistance, she partakes in. The saturated visuals and unique events demonstrate how travel has enriched her life. It is accompanied by a voice-over describing how you can make a difference through traveling. This video also presents short snippets of each life lesson, effectively keeping the action moving along and the viewer engaged.
Hyundai
This television ad for Hyundai features an utilised subject for promotional videos, American troops. It engages the viewer by giving the soldiers a name and face, and presenting them in a situation most would want to spend with their family and friends—the airing of the Super Bowl. The soldiers talk about their families and who they have back in the States. They are surprised by a video chat with their loved ones, who are at the Super Bowl. The commercial uses ‘real’ people rather than actors to achieve their message, giving it a more authentic feel.
84 Lumber
This video is an excellent example of getting direct turnover from your video ad. It features two refugees, a mother and daughter, migrating to become US citizens. In the original aired advertisement, the content was considered too ‘controversial’, so it displays about half of their journey, and ends with a message that says, ‘for the conclusion, visit 84lumber.com’. The viewer immediately connects with the two protagonists, as they witness the hardships they go through as they journey across Mexico. It compels potential consumers to visit 84 Lumber’s website to see what happens the mother and daughter.
The video is a commentary on current politics: when our protagonists finally make it to the United States, they are confronted with a wall, only to find a presumed 84 Lumber employee has made a door. This use of modern affairs sticks with the viewer: the reveal of the wall is heartbreaking, and the use of a door to renew hope shows the political views of the company.
Gatorade – The Secret to Victory
This video utilises celebrity sportspeople to tell their story. Each athlete (Payton Manning, Serena Williams, ect.) describes their worst defeat or mess-up in their career. It is meant to show the viewer that even the best of the best fail sometimes, and Gatorade can help you succeed. It’s a continuation of Gatorade’s consistent branding of featuring athletes in their ads.