The Weapon in your Pocket, Googleheimer, and Coinbase's Rebellion

Video #1: Opal App

@withopal

Could an Ad improve your focus, instead of distract you? At Opal, our core mission is to help humans focus better. So what if our ads coul... See more

Opal's video strategy is a brilliant case of putting storytelling first and brand second. Digging deeper, I discovered this wasn't originally an Opal production. They repurposed an existing editor’s video and added their product at the end.

What makes this video work is that it utilizes the simple “Problem-Solution” framework. They start by framing your everyday phone as a weapon that harvests your attention. They weave in credible external voices to support their narrative and throw in a fear-inducing one-liner:

"No one is coming to save you."

Then, they pivot, introducing their product, Opal App, as a beacon of hope to reclaim your time and attention. The product mention is brief, and personally, I might have given it a few extra seconds, but that's a creative choice.

The video ends with a blunt call to action: "Now get the F*** off of Instagram”, which is both jarring and effective. It's the kind of video that leaves viewers with questions about Opal, potentially driving them to search for more information – exactly what you want. The mixed content style, blending various media types, keeps viewers engaged and prevents autopilot watching.

FastForward Insights

1. Embrace Mixed Style Content: This approach is gold for social media. It’s intentionally imperfect, which makes it stand out. If your content looks too polished and uniform, it screams advertisement, and viewers tune out. Mixing it up keeps their brains engaged.

2. Power of Hard-Hitting One-Liners: A well-placed, impactful one-liner can shake up the video's pace and re-engage the viewer. It’s a pattern interrupt that snaps the audience back to full attention.

3. Authentic Voice-Overs Connect Better: The voice-over in Opal's video doesn’t sound professionally polished, and that’s a good thing. It feels real, authentic, and surprisingly trustworthy. It doesn't sound like a typical, paid voice actor but more like someone who genuinely wants to share something important. This authenticity builds an unexpected level of trust with the viewer.

   *Technical Tip: When creating voice-overs for social using this style of video, consider using real customer testimonials or an employee's voice. It adds a layer of genuineness that polished, professional voice-overs often lack.

Video #2: Googleheimer Countdown

Ever heard of Umault? If not, you're in for a real treat. Known in the B2B video ad world, they've made a name for themselves by pushing the creative envelope. They're all about blending humor with high-end production, which isn't something you see every day in B2B.

Choosing just one of their videos to talk about was tough, but I landed on their Umault x Mamoto "Googleheimer Countdown" ad. Why?

1. I've just watched Oppenheimer

2. It's a perfect example of how you can inject some fun and entertainment into your marketing

There's this killer quote from Umault's creative director in this video.

"Do not assume your audience is boring. Assume they are all over the place, that they are smart, and they want to be entertained."

This is something every business needs to remember. We often take our work too seriously, forgetting that at the end of the day, we're selling to complex, multi-dimensional humans that all enjoy being entertained.

FastForward Insights

1. Trending Topics can be Gold: Jumping on what's trending can be just the push your audience needs to engage with your video. It’s about being current and relevant. However, it needs to be done right and still needs originality. Piggybacking off a hot topic alone will not get you there.

2. Entertain Your Audience: Remember, your audience isn’t boring. They want to be entertained. Your content doesn’t have to match Umault’s Hollywood-level quality or humor. The key is to steer clear of bland, dry content. You can deliver your message in a way that’s enjoyable to watch.

3. Have Fun with Your Video Marketing: Seriously, have a blast with it! Video marketing doesn’t have to be a chore. It's an opportunity to show the human side of your brand, connect with your audience on a different level, and maybe even make them laugh. Remember, at the end of the day, it's all about making that human connection.

Video #3: Coinbase

Coinbase has just rolled out a new video campaign that's turning heads. Their theme?

"It's time to update the system."

They're not just talking about crypto; they're diving into how the current financial system isn't cutting it, especially for the younger generations.

These ads aren't just cinematic visuals; they're a rallying cry for a generation that's looking towards crypto/blockchain for a brighter financial future. And let me tell you, they've sparked some serious chatter online. From high praises to raised eyebrows, everyone's got something to say about Coinbase's motives.

But one thing's clear: these ads are striking a chord with folks who feel like the current financial game has left them on the bench. And will bring in new customers who may have not explored the world of crypto yet.

FastForward Insights

1. Emotion is Key: Coinbase's ads pack an emotional punch. They're hitting right where it hurts for Gen Z and younger millennials, who feel like they've been dealt a bad hand by the traditional financial system. This emotional resonance is what makes these ads stick.

2. Dare to Challenge: These ads don’t shy away from shaking up the status quo. They're bold, they're direct, and they're all about sparking a financial revolution. This kind of gutsy messaging grabs attention and gets people talking – exactly what you want.

3. Education Drives Engagement: What Coinbase is really doing here is educating people about crypto. They're not just selling; they're starting a conversation, prompting questions, and opening up a world where they can dive deeper with potential customers. No matter what you're selling, educating your audience is the first step to drawing them in. Get them curious, get them asking questions, and then hit them with the knowledge that turns interest into action.

   *Technical Feedback: I'd adjust the color grading to reflect the shift in tone toward a brighter, 'new way of doing things'. This subtle change would visually enhance the message, highlighting how this new approach brings clarity and improvement to both personal life and society.

Your Thoughts Matter!

Got an exceptional video ad? Share it with me on Twitter (@bobbyjocson) or by email ([email protected]). Explore my on-demand video editing service here.