Not Playing Games - Video Marketing Examples #156

^{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.}

Trying to shift perceptions? Video storytelling can be an incredibly powerful tool. And here’s a perfect example…

This video, promoting the upcoming Paralympic Games, opens in a dreamy, animated style filled with fluffy clouds, flowers, and characters frolicking hand-in-hand to an upbeat musical soundtrack.

This sugary-sweet scene paints the conventional perception of the Paralympic Games: a joyous, almost charitable gathering.

But just as you're pulled into this cliche, the video makes an abrupt tonal shift: a British Paralympian athlete is suddenly struck in the chest by a powerful kick, crashing to the ground as the message "They're not playing games" hits home.

From there, the animation transitions to showcasing the harsh realities of competitive sports - grunts, clashes, sweat and intense effort as we witness the remarkable athleticism and triumphs of the true Paralympic athletes.

Feeling Inspired?

This campaign is a masterclass in using storytelling and tonal shifts to reset expectations and land a powerful message.

By opening with an exaggerated depiction of the misconceptions around the Paralympics, it lures you into those preconceived notions - only to shatter them.

The juxtaposition of the initial animation followed by the gritty, intense reality of elite athletics is what makes this video so effective and memorable. It challenges you to re-evaluate the Paralympic Games through a new lens of respect for these fierce competitors. And that makes for a very powerful message.

Looking to change narratives around your own brand, business or products? Why not emulate this video's brilliant narrative structure?

1. Open by depicting the current (mistaken) perceptions or assumptions

2. Deliver a bold, disruptive tonal shift

3. Reveal the new reality you want people to understand

By leading viewers on this journey from one perspective to its opposite, you let them experience the revelation themselves. This makes the final message much stickier and more impactful!

What current misunderstandings are holding your brand back? Let's explore reframing them through the power of video storytelling. Click the button below!