Sea of Sameness - Video Marketing Examples #161

^{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.}

The ads and marketing expert Tom Roach got it spot on when he said ‘Sameness is commercial suicide.’

So many industries and niches have their own tropes and conventions: they all do and say roughly the same thing. They look the same, sound the same, feel the same.

And modern audiences are just too sophisticated - and distracted - for it.

Sometimes the key to winning - and holding audience attention - is to do the TOTAL opposite.

That’s the genius behind this new ad for Visit OSLO - ‘Is it even a city?’

We’re all familiar with the classic flow of a tourist ad. Smiling faces, happy tourists, idealised experiences and catchy phrases - 'Discover the magic of...'

This ad is so clever because it flips those conventions on their head.

Instead of showcasing stunning visuals and typical tourist attractions, it highlights the selling points of Oslo as a tourist destination through a humorous and ironic commentary.

In doing so, it clearly establishes the difference between Oslo and other, more widely visited, destinations - highlighting the downsides of those places in comparison. The size and overcrowding. The queues. The lack of cultural authenticity.

Of course, we really like this ad. But with 130k views on YouTube in 2 days (as of writing) and comments like this, it’s fair to say it landed well with the audience, too.

Feeling inspired?

If you’re struggling to grab attention with your video marketing, look around at your competitors and your industry and ask: is it a sea of sameness?

If so, what’s the total opposite? How could you flip the script - challenge the norms, break the mould, and create a narrative that truly stands out?

It’s this bold approach that captures attention and differentiates your brand!

Want to see how we can help you craft a unique narrative? Click the button below and let’s chat.