Over the last decade as online video has become more available and ubiquitous, brands have begun to turn to long form video advertising in the form of storytelling. A great example of this is a video produced by Land Rover that tells the story of a 1957 Series 1, bought by 4 friends in college that fell into disrepair. The friends were forced to sell the car, and Land Rover stepped in to help.
I love this on so many levels. The production quality of the video is as good as it gets. The story is compelling and draws you in. It doesn’t fell like an ad per say, because Land Rover isn’t trying to sell you something. It demonstrates brand loyalty. It hooks you in and gets you to watch the entire 3 minute video because you really want to see the pay off when the friends are reunited with their beloved Land Rover.
Land Rover has built a small single page microsite that gives even more back story on the car and restoration. On the page, the only ad hooks are the in the header and right menu system with ties to the current vehicles, find a dealer, sign up for the newsletter etc. It’s a subtle display of effective integrated advertising and storytelling hat uses YouTube to spread the word. The video went up on Valentine’s Day. In less than 3 days it has had almost 300,000 views. Not bad at all.