When it comes to online video content, do you go long-form or short-form?
That’s the question marketers are facing these days with the proliferation of short-video sites like Vine and Instagram making it easy for brands to find and engage with fans in quick-hit content.
We recently told you about a few using Vine
, but here are some companies that have gone long-form with mixed results.
[RELATED: Learn the art of the visual story at this November video summit.]
Chipotle had a big win with another animated, music-driven “commercial” featuring Fiona Apple and a Willy Wonka theme. Two years ago
, the company took a similar approach when it animated a commercial to the sounds of Willie Nelson covering Coldplay’s “The Scientist.” Their videos have a heavy message and the feel of something important happening. Here’s their latest edition, titled “The Scarecrow”:
Another long-form commercial had Reddit going nuts a few days ago. This one was from Thailand, from the TrueMove H phone company. The message is simple: The best communication is the act of giving. And the video? Well, try not to cry:
Evoking a completely different emotion—uncomfortable laughter—is Poo Pourri, which promises in this long-form video to eliminate unpleasant odors from your bathroom:
They’re not all winners, but this ad has earned nearly 4 million views.
Microsoft had to pull a series of ads that poked fun at the new iPhone because, frankly, they weren’t funny.
Microsoft representatives issued this statement
: “The video was intended to be a light-hearted poke at our friends from Cupertino. But it was off the mark, and we’ve decided to pull it down.”
Judge for yourself whether the video, in which characters appear to speak to a gaunt Steve Jobs stand-in warranted the criticism: