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There’s a common misconception that influential video content is dependent on the misè-en-scene, which translates to “everything in the scene”. Whilst we agree that this is an incredibly important elements to developing a successful campaign, the first step begins with the script.

If you want your content to make an impact, the script has to have substance. Before we begin, it’s important to note the Maya Angelous quote, “People won’t remember what you said…they will remember how you made them feel”. Now that we’ve gotten through the corporate stuff, we’ve selected our five top videos that we feel have a script that evoke emotions that will stay with you long after you’ve forgotten the words.

1. Tell a story

Every single brand has their own origin story to be told. Be engaging enough and you can keep your viewers’ attention for five and a half minutes! It’s worth noting that the entire ad was filmed with a single shot – pure brilliance!  

2. Speak to the heart

It’s usually a useful exercise to determine which celebrity represents the brand’s ethos and tone of voice, however we could just as easily ask which family member that it might be. For this example, using a young teenager is a powerful reminder to us adults to embrace the childlike qualities of play that we often relate to holidays – to remind us that getaways with our families are remembered forever.

3. Be poetic

This is simply storytelling at its finest – turning an everyday activity into an epic journey. Understanding your audience allows you to speak their passions and show the same reverence for your subject as they do.

4. Be single-minded

Begin with a strong brand sentiment. For this case, Guinness has turned a mild annoyance into a trait to be admired and respected. The very principle that you must wait 120 seconds for the perfect pint has inspired the rousing call to arms “Good things come to those who wait”. Genius marketing.

5. Flip perceptions

Puma are a renown sports brand that have always sat beneath the likes of Adidas, Nike, and Under Armour, however they’ve clearly carved out their own groove by embracing the reality of sportswear – that it’s primarily worn by ordinary young people, cleverly dubbed ‘The After Hours Athlete’.