Top 5 COVID-19 TV Commercials - Yep, another Top 5 List
Right off the bat I want to say, I don’t think the following videos are the “best” by any means. What I simply want to point out is the various ways brands are being creative in releasing new video content without being able to shoot new footage.
Whether you like the messaging or don’t believe the brands are being sincere, many big brands are using techniques that small to medium sized companies can follow. Big, elaborate video shoots are not possible. (And, maybe a thing of the past? That’s up for debate when things calm down a bit.) But they still need to be in front of their audience.
Right now, video is all about being fast and budget friendly. Small and medium sized companies have always followed this model. Now, large brands are being forced to do the same. Here are some of the videos that caught my attention and why they stand out.
Simple Text - Motion Graphics
And the award goes to Dunkin Donuts. It really doesn’t get much simpler than this. This video is nothing but text. Sure, they probably paid a big firm to come up with this, but in reality, this is probably the easiest video ever produced for broadcast television. And I like it.
It’s not complicated. This world is filled with heroes right now. They’ve been here for years and have gone greatly ignored. Now, in times of crisis, we all realize just how much these folks mean to us.
Sometimes it’s the simple things that are most effective. So, to Dunkin Donuts, I say, “Well done!”
Zoom Footage & Still Photos
JP Morgan took things to a higher level. The investment banking juggernaut employed not one, but two techniques to earn these honors.
First, the conference call. If you hadn’t heard of Zoom prior to this pandemic, you certainly have now. The Zoom call is now the norm for business. My day consists of at least two to three Zoom, Skype, Teams, Google Hangout calls. So, JP Morgan decided to use this platform to show that its advisors are still working for you. This video is not exciting. It’s not flashy. Actually, if this video were released in February of 2020 or earlier, it would be considered boring and unprofessional. A college professor would have given her or his student a D+ for production value prior to these strange times.
Now, this is just the type of video clients expect. Low key. Reassuring. Simple. Familiar.
The second technique is using still photos. Most companies have hundreds if not thousands of still photos just sitting in the cloud never to be seen. Why not use these assets in video? Right now is the time. People aren’t expecting Hollywood. They just want content.
Cell Phone Footage
Remember when I said you can’t shoot new footage right now? I lied. Your cell phones, iPads, and computers are your friends. State Farm told its agents to send them their best footage. And the agents came through.
This is an awesome example of creative ingenuity. I say this because it breaks all of the video “rules.” Consistency doesn’t exist. The camera work is shaky at best. Audio is sketchy. And you know what, it works.
I think companies have a great opportunity to break free from brand guidelines, unwritten and written rules, anything that has hindered you before to try something new. Ask your employees to take out their phone and record video. See what you get. Right now, customers will forgive crappy video work if the messages are authentic and heartfelt.
They did lose a few points for starting with their logo but old habits die hard for marketing professionals.
Flashy Motion Graphics
This next one might be disqualified. It may have been produced prior to the pandemic crap but I hadn’t seen this prior to being sheltered in place for two months (and counting.)
Coke caught my eye because they are using this time of lower cost ad buys to push a new product, AHA. I had never heard of AHA before but now every other Hulu ad for me is this intriguing new drink. The graphics for this beverage are crisp, refreshing and mouthwatering! (All puns intended.) Again, no new video is needed when you have a talented motion graphics designer.
Recycled Footage
The final award goes to Cadillac for taking footage probably intended for something else (or footage that hit the cutting room floor) and recycling it for another purpose. I could be wrong but I suspect that’s what Cadillac did for this spot.
The message is, “Cadillac has your back.” I’m pretty sure Cadillac didn’t have time to go out and shoot brand new footage for this commercial. Also notice the shots are held longer than normal.
Again, it works. It’s not about the images right now. It’s about the message. You don’t need to have the perfect footage to have an effective video. Right now, it’s all about the words you say.