Sometimes, a story sells a product.

For a video to stand out in today’s global, mobile world, it needs to resonate. It needs to be about more than the product. It needs to address a problem, offer a solution, convey an emotion, and communicate a larger vision. Just ask author Antoine de Saint-Exupéry, creator of The Little Prince. He may not have realized it at the time, but he summed up the idea of product marketing quite beautifully (Anderson, 2015):

“If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work. Teach them to long for the endless immensity of the sea.”

In other words, let the story do the selling. Here are three commercials in which a brand successfully pitches a product, without actually showing it:

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