How They Kept It Real
Over the past few days, as the action in political and sports arenas has ramped up, we have seen the media and general public react favorably to a number of self-shot videos. Here, we highlight three of them, discussing a few factors that led to their success.
Case Study #1
Raptors Family Intros
First, let’s look at the Raptors lineup announcement ahead of their game against the Nets (inspired by the Phoenix Suns’ similar stunt the day prior), in which family members introduced the players from the comfort of their homes. An instant internet sensation, this video doesn’t actually do that much: beyond Kyle Lowry’s kids and Fred VanVleet’s family, the ‘performances’ are generally subdued, and the editing doesn’t stand out there is no music carrying through, special effects, or transitions.
Why it works: The public already loves the Raptors; the still-underdog team that has the support of a whole country. The NBA defending champions have no need to ‘sell’ anything , as the hype already exists. So, instead of starting the playoffs with a flashy ‘We the North’ production, the team opted instead to reveal even more about the already-beloved players. In the unpolished video, we get a glimpse into players’ support systems, further strengthening our bond with them. Thus, win or lose, we feel more ‘connected’ than before. This result is hard to accomplish with a traditional ‘hype video,’ because that only works when connected to a win.
Case Study #2A/2B
Jill Biden & Michelle Obama’s Speeches at the Democratic National Convention
Other videos that seem to have resonated favorably with the public (albeit of a particular political persuasion) are Michelle Obama and Jill Biden’s speeches at the DNC.
Having gone full digital, the Democrats have broadcast a long series of speeches by political figures from the party and beyond. These two speeches, presented by very different women in very different settings, have struck a chord.
Michelle Obama’s Address
Why it works: Obama, a Harvard-educated lawyer and former First Lady, is charismatic and eloquent. Set against a classic ‘presidential’ backdrop, she comes across as an articulate and effective, yet caring leader. This is a good example of a great speech, delivered in a convincing tone, delivered in an appropriate place, at the right time.
Jill Biden’s Address
Why this works: The country is dealing with a divided political class, so choosing Jill Biden as a keynote speaker and setting her in a high school is a win. Traditionally, Americans like to see a candidate with strong traditional family values, so showing the potential First Lady as her own person, as someone who has a realistic, concerned, yet hopeful perspective on the current situation, is a savvy move. While Joe Biden’s appearance at the end of the piece is somewhat cringe-worthy, the whole ploy works, and should Biden be elected to office, it will have served as a great ‘introduction’ to the public for Jill.
So, what do we learn from these three examples?
1) Location Highlights Character - The homes in the Raptors and Obama pieces provide a sense of intimacy and comfort.
2) Context Matters - The choice of a school in Jill Biden’s video directly speaks to both her roots and current-day political issues.
3) Content Rules All - During this pandemic, the public has proven tolerant of amateur or stripped-down but professionally-shot videos. Depending on the topic, people have shifted some of their attention from form to content.
While we do hope to return to fuller production soon, the current moment has highlighted that the public has a real desire to experience genuine communication that humanizes subjects. As companies and institutions move toward resuming their activities in what has been dubbed the ‘new normal’ world, this shift should be noted. At this point, all strategies should include a blend of community-focused content and professionally-packaged communications.