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Branded Video Review with REDPILL: featuring Gatorade, Ronseal and Pampers

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By Matthew Davies, director

May 6, 2016 | 4 min read

Every fortnight, REDPILL reviews three new branded videos and assesses the reasons behind their social performance. REDPILL’s rating system scores videos across five categories (awarding a maximum of 20 per cent for each category): originality; on brand; creativity; craft; and shareability. The sum of all five scores produces a rating out of 100 per cent.

This time round, we’ll be looking at some of the top earning videos across YouTube, Facebook and Twitter, comparing how the consumer’s habits vary between the platforms and how those habits determine what is an effective video ad.

Dear Peyton | Gatorade

Rating: 85 per cent

In YouTube’s corner, we’ve got the sheriff riding off into the sunset. Sports have always been a great source of sentimentality, and Gatorade’s goodbye to Peyton Manning uses it to good effect. This is an ad made specifically to capitalise on how people consume content on YouTube. Viewers are presented with one video to watch and focus on. This allows brands to use every aspect of video as a medium - from music to colour correction, and especially time. This advert’s power comes from its pace, built to give the audience time to understand and react to the situation.

Ronseal - #RonsealAdbreak

Rating: 90 per cent

Twitter meanwhile, is all about events and the conversations. So Ronseal created an event by filling an entire TV ad break with a man painting a fence – audiences were literally watching paint dry for 3 minutes! This opened up the door for people to share their opinions about the unusual advert. The focus here is not on the technical aspects of the video, but on the disruptive nature of the content. The genius of Ronseal’s disruption is the inversion of what one would expect it to be - TV adverts tend to be defined by the Michael Bay approach (bigger, louder, angrier), Ronseal made noise by being quiet. Then they uploaded it so the Twittersphere could spread it far and wide, sparking a nationwide trend. That is creative problem solving.

Pampers - Mother’s Day (US)

Rating: 65%

On Facebook, it is a war of attrition and inflated view counts. Hundreds of stimuli fight for each sliver of attention, so advertisers have reverted to a primal strategy: only the necessary info, as quick as possible. They only have the moment from the bottom of the screen to the top to capture a fraction of that user’s attention and get the brand message across - without sound. Hence the heavy use of text and high impact, simple imagery. Pampers applied these rules perfectly in their Mother’s Day ad. We get a simple loop of a mother and cute baby kissing, the Pampers logo, and the message in text. No need for anything else - as soon as the user scrolls by they get the brand and associate it with the cute moment and the message. Facebook marketing stripped to the bare essentials.

The author, Matthew Davies, is a director at REDPILL, a specialist branded video agency who deliver a fully integrated approach to social video production and distribution for brands around the globe.

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