A matter of life and death: Video Marketing Examples #53

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Long-time subscribers will know that this isn’t the first time we’ve written about Apple’s video marketing.

But something feels very different about their current Apple Watch series 7 campaign.

Whereas Apple’s advertising so often relies on key stylistic elements that make up perhaps the ultimate lifestyle brand - playing to the audience’s hopes, dreams, aspirations - this feels much darker and more visceral.

It’s more of a nightmare than a dream.

For maybe the first time, an Apple product is marketed not with the promise that this is going to make you feel good, or look good: this time, it’s a product that’s going to potentially save your life in a disaster.

The video features real-life 911 calls made in genuinely terrifying situations, from people using their Apple Watch. Give it a watch - it’s powerful stuff.

So what can we take away from this, when it comes to our own video marketing?

• Real voices and real stories cut through incredibly powerfully. Actually hearing the 911 calls - rather than a narrator telling us that ‘In an emergency, the Apple Watch could save your life’ - feels so real and gripping.

• ‘Dialling up the volume’ is key to crafting a strong message: in the worst-case scenario, what’s the biggest difference your product could make? (Not every Apple Watch user is likely to wind up in a car submerged with water, but that gruesome example really helps illustrate that, in ANY worst case scenario, owning this product could potentially make the biggest difference imaginable.)

• Even though so many of the elements are different from what we might expect from an Apple ad - it’s still recognisably Apple, thanks to their longstanding commitment to brand consistency around typography, logo and visual style.

Feeling inspired?

Clearly, not every product is going to be a literal lifesaver. If it was, marketing would be a bit easier! 

But having made thousands of videos for our clients, our team is really good at isolating what IS the most powerful thing about a product or service - and putting this across in compelling video format.

So why not click the button below, and let’s talk about how to tell YOUR story in a gripping, powerful way?