My agency / production company Supercool Creative recently produced an animated video for a cool, functional, new product called Swoon - part scoop, part lip gloss applicator. Before that experience, I seldom equated beauty or cosmetics marketing with comedy, but rather pouty lipped stick figures stalking a runway amidst a barrage of camera flashes.
Probably the closest I got to comedy is when one of the models had a heel malfunction and took a topple. I don’t want to see anyone get hurt, but I do love me some physical comedy.
Well here's how you do it:
Set up the consumer problem / what's the challenge?
Create an amusing story to explain it
Deliver a sitcom-like conflict for comedic effect
Get as edgy as you can
Use good natured violence if possible
Let the consumer know how to buy the product! - most important!!
Show two girls kissing awkwardly at the end, with a creepy accountant lurking (optional)
So, the answer is yes! The typical beauty / cosmetics / fashion spot is about as compelling and original as the typical car spot with the obligatory shots of the car making a hairpin turn against a scenic background, or sitting in a perfect soundstage with perfect lighting. All cars can make... Read more