Long Story, Merry Ending

Happy Friday

How was your week?

Mine was filled with bubbles and year-end meetings wrapping up on a great year and cheering on the holiday season.

It's also holiday brand campaign season (I love that), and this year again doesn't disappoint with ninja-level storytelling. What jumps out at me this time around is how brands leverage a longer form of video to tell their story.

If not so long ago, the epicentre of brand building was a 30sec format that was stretched and/or shortened into as many other cuts as needed to build a 360 campaign. Brands have learned to take their time to bring us into the consideration fold. (Think of Volvo shared a couple of weeks ago) 

Long-form is THE secret weapon for getting a consumer from knowing your brand to considering it and yes, one step closer to purchase: 

• Be story-driven, not product or brand | so don't rush it.

• Have a strong hook | To keep everybody watching

• Let the story lead to the brand | So don't overdo it with your product; just let it happen

And I'm here for it. Instead of requesting a long list of deliverables from your creative partners, simply ask for one thing: a 2-3 min video and let them do what they do best: storytelling, delivering on your brand-building objectives. Enjoy these gems

• John Lewis | Gifting Hour, giving Narnia vibes

• Chevrolet turning on Nostalgia with Sanctuary while playing Jim Croce

• Apple showcasing a new product feature like a Jedi with Heartstrings, I'm not crying you're crying.

• Albert Heijn is celebrating Wham! The 40th-anniversary release of Last Christmas with Whamster is brilliant. And yes, I did say 40 years old; don't overthink it.

• Amazon just telling truth bombs with Mug, Banana Slicer, Seal Plush, and so many more like a serious actor

• Whoever is telling stories for Air Canada, I'm here for it with their Pond holiday story, how Canadian!

If you are the more unhinged kind, you are in luck!

• Consider gifting your loved ones with a spicy ornament from Wendy's

• Posten is my new favourite with their Reinfall, crazy

And once you have your big idea and long-form video, you can get your AI swiss knife out to slice and dice it in as many formats as you like!

I'll be back next week to close the year with my favs and not-so-favs of the year.

I enjoy writing, sipping and branding emails, but I love getting your replies and suggestions even more, and I'm grateful for your readership, happy holidays. 

Merci ❣️

See you next week.