The art of contrast: Video Marketing Examples #29

^{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.}

When it comes down to it, effective storytelling is pretty simple. It’s about creating and solving a compelling problem.

The best novels, movies - and, indeed, video ads - skilfully depict a clear contrast between state ‘A’ and state ‘B.’ 

Many of the ads and explainer videos that fail to inspire, do so because they fail to properly establish contrast in this way. They’re not clear about the problem, so fail to properly outline the solution. 

Instead, they focus on bland feature lists or product descriptions which are difficult to understand, and typically don’t enthuse the viewer.

They forget to focus on the contrast between state ‘A’ and state ‘B’ and how their product helps achieve that transformation.

And that brings us to this week’s example: a pretty funny live-action TV campaign by Domino’s Pizza here in the UK.

 Clearly, it’s exaggerated, it’s slapstick, it’s a bit silly.

But what it does masterfully is leverage the things we all like about Domino’s...

...by contrasting them with the alternative: the risk of ordering ‘something else.’

(Some of these risks are more realistic than others!)

Turn up your contrast

The takeaway from this is pretty simple. When putting together your brand story, it’s so important to work out what’s great about your product or service, and contrast that with what’s terrible about the alternative.

For content like video ads and explainer videos - content that introduces your brand to your audience - this contrast needs to be the life and soul of your marketing.

Because frankly, it’s not just the quickest way to make your audience understand what you’re all about. It’s the only way to make them care.

Feeling inspired?

We’d love to chat about how we can help you demonstrate the contrast between your brand and the alternatives. 

Click the button below to get in touch!