这个视频有一种风格和优雅,是在大多数宣传视频中罕见的.

名人代言视频真的对你的品牌有帮助吗? 名人代言物有所值吗?

是的,是的,但是细节决定成败.

名人代言的传递力是不可否认的. ballbet贝博足彩生活在名人文化中. How else do you explain the obsessive attention lavished on celebrities in social media or the ludicrous prices on offer at auctions of celebrity flotsam and jetsam.

I suppose we’re just socially programmed to like / crave / envy / desire / revere / need / stalk / love those in our society endowed with what we perceive as special gifts.

谷歌”是名人代言的有效方式?” and you’ll discover a mine field of warnings and caveats about the risks of celebrity endorsement and the questionable return on such a superficial investment.

So how then do you explain Nike’s yearly expenditure of upwards of half a billion dollars on celebrity athletes or Pepsi’s ongoing investment in celebrity pop musicians? 确定ly those businesses (and their accountants) must find ongoing value in these endorsements.

Which brings me to the this Johnnie Walker promotional video that landed a few years back.  This promo could be used as a case study in how to design the prototypical 支持视频. 事实上,我会为你们建立一个论证

 

如何打造完美的名人代言视频

 

1. 选择最适合你的品牌,而且你负担得起的名人. Don’t start your project with a concept because the right celebrity is often ‘bigger’ than any concept. 想法应该是“知情的”或, 至少, ‘inspired’ by the celebrity – that’s the power and value a celebrity can bring.

If you’re a local brand then you can likely only afford local talent and the risks of choosing the wrong person is low. If you are a national or international brand then the stakes are much higher and the risk in choosing the right celebrity can be significant.

确定, 如果你能说服乔治·克鲁尼,太棒了, 他会为任何你能想到的产品增添光彩. 他是“酷”的原型. 任何与他有关的东西都会发光嗡嗡——打个比方. But all A-listers are not created equal and even the highest profile celebrities can end up missing the mark. 看看 皮特的 700万美元的频道代言还是 思嘉Johnasson SodaStream超级碗广告.

 在这个视频中. Johnnie Walker is the most widely distributed blended scotch whiskey in the world so t在这里’s a great deal riding on who is chosen to represent this iconic brand. 选择吉安卡洛·贾尼尼和裘德·洛出演预告片是受到启发的. Giannini is one of Italy’s national treasures and Jude Law is perfect as both foil and partner to Giannini’s old world charm.

尊尼获加选择得很好. 在这则广告中,两位演员都表现出了“老练又酷”的个性. 我会给这个角色一个评价 10 / 10 在这里.

 

2. 制作一个人们想看的故事. Once you’ve chosen your celebrity you then have to build a story around them – an adventure that suits their persona. 我之前写过 promo Kahlua是由Jeff Bridges开发的 -又一个一线演员,又一个国际酒类品牌.

Jeff Bridges reprised his iconic ‘dude’ role from ‘The Big Lebowski’ to promote one of the world’s great party drinks. In this promo a story was built around the shenanigans you might expect ‘The dude’ to get into.

Now that you have perfectly cast your actor – build a narrative around your hero that suits their character. If your doesn’t jump off the page and make you want to see the finished video, keep writing.

在这个视频中. The title of the promo is ‘A gentleman’s wager’- which nicely summarizes the basic storyline.  The ‘bet’ is the set-up and the terms of the bet (a dance number) definitely piques your interest. 这到底会如何收场?

这是一个非常吸引人的视频——一个缓慢的构建,让事情继续向前发展. 你总是想知道接下来会发生什么. 你不能对大多数宣传视频这么说.

这个故事也适合产品的定位. A couple of bored rich guys sipping scotch on a yacht in the Mediterranean – that’s certainly how I picture myself when I sip on my Johnnie Walker (Red). 我会给这个故事一个 9/10 (The dance sequence was great, but I would have preferred a ‘con’ or even a car chase…) {更新:见底部的Post Script.)

 

3. 执行得非常非常好.  是的,我知道,这不言而喻? 有两种ballbet贝博开户可以做到这一点. The first is hoping that a divine combination of luck and talent coalesce in the equivalent of a ‘hit’ video (like the 它会融和 系列或 美元刮胡子俱乐部),其次是用金钱聘请到最优秀的人才.

执行从来都不容易. You need to hire the best talent you can afford – director, actors, crew… etc. 并希望每个参与你的视频制作的人都是积极的. Given that acquiring the right talent and developing a great story are also very difficult, it’s easy to see why most branded entertainment and celebrity 支持视频s are just not that good.

在这个视频中. 尊尼获加聘请了顶级人才来制作这段视频. The video was directed by Jake Scott (Ridley Scott’s son) and was shot by John Mathieson who has worked as D.O.P. 比如《ballbet贝博足彩》、《ballbet贝博足彩》和《ballbet贝博足彩》.

Production design was done by Joseph Bennett who was responsible for the look of HBO’s “Rome.” The music is really well done… and on it goes… They brought the ‘A’ team to this gig and the production team delivered.

The video has a style and elegance that is rare in most promotional videos and Law and Giannini both deliver uber-cool performances.  我会给死刑一个 10 / 10 在这里.

这就是ballbet贝博足彩.

如果你在找 制作完美名人代言视频的公式 it’s all rather quite simple: Find the perfect actor that best represents your brand, build a great story around that character and hire a world-class production team to deliver your video.

祝你好运.

 

后记:

The good folks at Johnnie Walker commissioned a follow up video appropriately entitled: 绅士的打赌2.  Running at just over 11 minutes this new video illustrates just how difficult it is to recreate the glory of a great idea, 良好的执行力.

 

6个想法"如何设计完美的名人代言视频.

  1. 创造“给我更多”的因素才是真正的交易. T在这里’s more and more celebrity 支持视频 ads on internet that you have to be extremely creative (or just find out a genius idea) to stand out.

    找到一个概念并构建一个故事? Ok. 但创意才是关键.

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