Here’s a short documentary that suggests sometimes you don’t need words to tell a great story. Directed by Jay Sansone, the film follows a group of friends to Bonnaroo and captures the spirit of camaraderie amongst the festival goers.
Simple. Beautiful. Inspiring. That’s a recipe for good content every time.
Hat tip: David Burn.
The best content marketing works because it doesn’t feel like marketing. It feels like you’re getting more of what it is you already love about a particular brand, organization, or entertainment property.
Case in point is a series called Nashville: On The Record, which takes a closer look at the songs and the songwriters who have contributed to the success of ABC’s hit television show “Nashville.” And while country music may not be everyone’s bowl of grits, at the very least you have to appreciate the way this series spotlights some of the unsung heroes—the actual “content creators”—who work tirelessly behind the scenes.
I’ve always held that content strategy is, in principle, very simple: Make stuff that doesn’t suck. Stuff that people who don’t work for/with you will actually want to watch. (Note that I didn’t say, “Stuff that you want people to want to watch.” There’s a difference.)
Enter Jack Daniel’s. The company is making some stuff that doesn’t suck, and I don’t only mean Tennessee whiskey. They’ve launched a new film series, The Independent Among Us, which celebrates independent spirits and people who stand up for what they believe in, ideals the iconic brand holds dear. “Independent Lynchburg” is the first film in that series. Says Jack’s website,
People know Lynchburg, TN as the place where each and every drop of Jack Daniel’s is made. Yet, few know about the interesting men and women who call this small town home. In the first-ever short film by Jack Daniel’s, we take a closer look at the people, behind the town, behind the whiskey.
Learn about a man who started renovating his home by taking a chainsaw to it, from roof to foundation. Or learn about Goose (pictured above), who once caught man breaking into his house. What did Goose do? Naturally, Goose tied the guy up, tossed him into the back of his pickup truck, and drove the man into town to wait for the investigator to arrive.
Get to know the Jack Daniel’s by listening to the stories it tells. Then ask yourself, what kind of stories is my brand telling?
Here’s a beautifully-shot piece I found on Vimeo. Part poetry reading, part short film, it’s a visual interpretation of Charles Bukowski’s poem, “Nirvana.”
Turtleneck and soul patch are optional.
If you’ve been on a plane more than once, it’s likely that you pay no attention to the flight safety video or the uninspired pantomimes of the flight attendants. Air New Zealand recognizes this and, since regulations prohibit them from not presenting this information on every single freaking flight, they’ve established a track record of finding new and fun ways to present old and dull information.
It’s pretty amazing what you can do with good cinematography, better editing, and some simple sound effects. The only thing more astonishing than how good this actually is might be that an RC brand hasn’t yet (to my knowledge) produced something like this to showcase their products.
Mad props to creating cool stuff just for the sake of creating cool stuff.
Condition One claims boldly claims it will soon be the new standard for viewing video on mobile devices (i.e. phones, tablets, and other multi-touch interface devices). So Bad So Good thinks it will be a game-changer.
Interesting concept for sure, but is it more parlor trick than center stage performer? Would the ability to scroll 180 degrees through video playback revolutionize your viewing experience? Discuss.
Put away your moleskines; this is not a formula. This is not a how-to. It’s not something that will become part of the “secret sauce” of your strategic or creative process. If anything, it’s evidence that there is no formula for viral success, meaning anyone who claims to have such a formula is not someone to whom you should give your money. </rant>
I’ve said before, I hate the term viral and I still do. Regrettably, it seems it’s here to stay so with that concession I give you this TED talk from YouTube’s Kevin Allocca, who essentially gets paid to watch YouTube videos. In this video Allocca submits that there are three elements common to the phenomenon that is videos gone viral.
How It Happens
- Tastemakers call attention to the video.
- Some aspect of the video invites audience participation.
- There is a quality of unexpectedness to the content.
“In a world where over two days of video get uploaded every minute, only that which is truly unique and unexpected can stand out in a way that these things have,” notes Allocca.
Watch. Learn. Then go forth and create something unexpected and worth sharing. Oh, and if you happen to know a tastemaker, well that helps, too.
If you work in or around advertising and you aren’t following @leeclowsbeard on Twitter, you’re missing a steady dose of practical wisdom that our industry sorely needs. This is the Twitter account that brought us such memorable Lee Clow quotes as these:
“Actions speak louder than meetings.”
“People appreciate an ad packed with every possible message as it lets them ignore everything about a brand in one fell swoop.”
“If you think different yet act the same, it doesn’t count.”
Except that Lee Clow never said any of these things. That’s right, they were completely made up by a writer in Texas and framed as the wisdom gleaned by Lee Clow’s beard being in close proximity to the man himself throughout the years of his storied career. And that was the beginning of, as Clow himself puts it, “a mystery, wrapped in an enigma, shrouded in…well, yeah, you get the idea.”
At any rate, Lee Clow tells the story better than I do, so watch the video above and enjoy. It’s nice to see an homage Twitter account done so well that the real person is flattered rather than offended by it.
This post also appears on the BFG blog.