What Video Marketers Can Learn From 7 Emmy Nominated Commercials

当大多数人坐下来观看Primetime Emmyson September 22, they might be rooting for their favorite shows or actors to take home the coveted award.

但是，作为营销博客作者，我将关注今年的类别之一是“出色的商业商业”。

While these ads are almost always high-quality and require a big budget, they still use basic marketing tactics, such as storytelling and playing on human emotions, to successfully boost brand awareness. These are tactics any brand, big or small, can take advantage of.

Because more and more people prefer tolearn about products through video, looking at popular commercials for marketing inspiration could be incredibly beneficial to your strategy.

Although you probably can't hire celebrities to promote your products, these commercials could still give you ideas for scalable video content that boosts brand awareness.

为了帮助您从最好的最好中学习，我汇编了一份令人着迷的2019年和2018年杰出商业提名人。我还提供了一些视频营销人员可以从每个人那里学习的收获。

Although there were a few powerful and thought-provoking PSA nominationsthis yearandlast year，这篇博客文章将重点关注品牌专门创建的广告。

2019年的4个杰出商业提名人

“好莱坞的美好一天”（Netflix）

In this Netflix ad, the streaming service celebrates the talented and diverse range of black actors, writers, and showrunners creating award-winning content on the platform. The commercial, narrated by陌生的东西actor Caleb McLaughlin, showcases 47 of actors, writers, and crew members who "represent a limitless range of identities" in Netflix shows and movies.

As McLaughlin narrates, he makes empowering statements about how far black talent has come. For example, at one point he explains that we are living in a time when "black women are boldly the lead character, whether inmates or scholars."

The commercial shows the faces of a few actors, including拉弗恩·考克斯（Laverne Cox）of橙色是新黑色。Then it slowly pans out to the group. They are posed similarly to a famous 1958 photograph of black jazz legends, titled"A Great Day in Harlem."

At the end of the commercial, McLaughlin exclaims, “This is not a moment. This is a movement.”

The ad was part ofNetflix's larger campaign强调其20多个由黑人人才制作的电影和电影，例如Dear Black PeopleandShe's Gotta Have It。

In this ad, Netflix takes a stand for diversity and gives a nod to inspiring black musicians of the past. This type of ad feels motivational and optimistic and leaves viewers on a high note. People who watch will know that Netflix values different backgrounds as well as the creativity and unique storylines that can come from them.

Aside from spreading an important, positive message, this strategy also allows Netflix to highlight and remind viewers of its track record for investing in inclusive, groundbreaking content.

“在Mac后面 - 做一些很棒的东西”（苹果）

In this example, Apple leverages成立footageto present a black and white slideshow of celebrities like Oprah, Bono, and Serena Williams working on their MacBooks. Because these images are candid and not posed, viewers get a glimpse of these celebrities' day-to-day lives, while also seeing images of MacBooks being used.

而不是简单地显示模型或产品照片, Apple uses candid shots to prove to prospective customers that successful people they recognize are using the product.

基于文本的评论或客户推荐很棒，但是成功使用产品的人的图片或视频至少价值一千个字。

And, because viewers associate the product with success and popularity, they might trust that it will be the best computer for them, too.

If you sell a product that's on the higher end, one video marketing strategy you could use is telling a story that makes people trust that they're investing in a credible item or service. You could do this through videos that show successful or influential customers using your product, or with a video that explains how your product can be helpful to a variety of different people.

For example, if you're marketing an upscale fashion company, you could encourage happy customers to send you photos of themselves in your business attire. Then, you could create a video of real-life people wearing your clothing at work, on business trips, or at company outings. People might watch this and see that the clothing is popular and worn by people in a number of different business settings.

"Don't Mess With Mother" (Apple)

该广告类似于苹果的另一个位置，该广告被提名为2018 Outstanding Commercial Emmy。在广告的第一个版本中，苹果在iPhone X上拍摄了视频和大自然照片的蒙太奇。今年，他们对iPhone XS进行了同样的事情。

尽管这两个版本都集中在自然镜头上，但新版本特别向大自然致敬。在显示图像之前，观众看到了“不要与母亲混乱：在iPhone上拍摄的地球”的标题。

然后，广告以鲨鱼和鳄鱼等镜头动物的方式打开，准备进攻。随着视频的继续，您开始看到风暴和火山爆炸的镜头。然后，这些动物都开始张开嘴，开始朝着相机的方向刺入。它以“不要和母亲混乱”的开场白结尾。

This is an action-packed example of how a brand leverages and highlights its product's strengths. A key feature of both the iPhone X and XS was the cameras. So, Apple used the phones to create a crisp and clear commercial that was both visually stunning and showed the power of its product.

除了发挥视觉优势外，苹果还选择地球作为电影主题。自然不仅提供了出色的视觉效果，而且对于那些对可持续性，动物和环境感兴趣的人来说，这一广告也可能更令人难忘。

Alternatively, this strategy could be helpful for businesses that sell visual tools, like cameras or video software. If your product can help create a crisp beautiful photo, you can create a montage of photos or videos that displays the product's strength.

"Dream Crazy" (Nike)

"Dream Crazy" begins with a narration saying, “If people say your dreams are crazy -- If they laugh at what you think you can do -- good. Stay that way. Because what non-believers fail to understand is that calling a dream crazy is not an insult. It's a compliment."

Then, the ad shows a montage of athletes, like Serena Williams, winning major sports matches. As each win is shown, the narrator hints to a lesser achievement that the athletes would not settle for.

在威廉姆斯的案子中，叙述者说：“如果您是康普顿的女孩，不要只是成为一名网球运动员，成为有史以来最伟大的运动员。”

While the Nike commercial focuses on sports achievements, it pivots dramatically at the end as it reveals the football player and activist,Colin Kaepernick，作为叙述者。当他转向相机时，他说：“所以不要问你的梦想是否疯狂。问他们是否足够疯狂。”

Although the ad might speak to athletes, it could also intrigue others who want to achieve greatness, make change, or take risks for something they believe in, like Kaepernick.

Sneakers aren't just worn by athletes, so this style of speaking to a wider audience -- while still highlighting your brand -- is a strong strategy.

By far, the most important takeaway is that you can gain a great deal of brand awareness and maybe even trust by promoting positive messages. While people know Nike as a shoe brand, they might see this ad and favor the brand more because of its motivational mission.

While this ad strategy is obviously great for athletic brands, telling stories of people who achieved greatness, took risks, or beat the odds could also be a great content marketing tactic for political organizations or nonprofits that are trying to spread awareness of their own mission.

Say you're part of an organization trying to fund higher education needs for students. With permission from students or alumni who've benefited from your work, you could share their stories or testimonials to show others that higher-education is possible.

这种类型的商业可能会激励年轻人努力工作并旨在取得成功，同时还向潜在的捐助者展示了组织已经帮助人们实现的目标。

2018年的3个杰出商业提名人

"The Talk" (Proctor & Gamble) - Winner

This hard-hitting theatrical ad and 2018 Emmy winner tells the story of African-American mothers talking to their children about race throughout different decades. At the beginning of the ad, a mother who's brushing her daughter's hair ominously tells her, "It's not a compliment."

许多观众可能想知道她所指的是什么，您会看到其他黑人母亲与孩子谈论种族的场景。有一次，一位母亲与儿子谈论种族诽谤。另一个母亲告诉她的儿子：“有些人认为您不应该获得相同的特权，因为您的外表是不公平的。事实并非如此。”

At one point, one mother tells her daughter, "Remember, you can do anything they can. The difference is you've got to work twice as hard and be twice as smart."

从那里，广告变得更黑。然后，观众开始看到母亲告诉孩子时，当警察将他们拉过来时，他们应该如何表现，以免他们免受警察的暴行。

Then the storyline becomes more motivational. Although the mothers tell their children that they will be judged differently because of their skin, they also tell them to "keep showing up," and to not let discriminatory words define them.

As the ad closes, it's revealed that the young girl who was getting her hair brushed was told she was, "Pretty, for a black girl." Her mother disagrees and says, "You are beautiful. Period."

在此之后，观众看到的文字说：“让我们都谈论'谈话' - 因此我们可以结束有必要的内容。”

他们所指的“谈话”是关于偏见的讨论。在视频结束时，它们包括#talkaboutbias主题标签。

The ad was made to promote P&G'sBlack is Beautiful主动性及其是“妈妈的骄傲赞助商”。

Like the Netflix commercial, it powerfully touches on difficult political and societal topics that many people who aren't from a diverse household might not think about.

As you watch this ad, you might be asking, "How does this commercial talk about P&G products?"

Well, it doesn't. Like Nike's Dream Crazy ad, P&G tells a story and uses its platform to spread awareness. But, how does this help boost a brand?

Although they didn't promote one product or brand specifically, P&G's ad launched significant discussions from social media and news outlets after the ad went viral. This resulted in many people wanting to learn more about them when they saw or heard about the ad.

P&G's Global Communications Director, Damon Jones, toldAdAge, "We know that bias is not just an African American issue. It's an issue that takes on many shapes and forms, across gender, race, age, weight, sexual orientation, and more."

"Our goal with 'The Talk' is to help raise awareness about the impact of bias," he added. "We are also hopeful that we can make progress toward a less biased future by recognizing the power of people of all backgrounds and races showing up for one another."

This ad not only informed people from non-diverse communities about the conversations some families must have about race, but it also showed people of color that the company supports them.

由于此消息，有人可能想从P＆G的众多品牌之一购买产品，因为他们知道他们正在对艰苦的主题采取立场并关心客户的背景。

"Alexa Loses Her Voice" (Amazon)

In this funny ad, the Alexa Voice Assistant gets a cold and loses her voice. Then, celebrities have to substitute for her. Even though it shows the product malfunctioning, it also does a great job of showing many of the Echo's popular voice-command skills. It also features Amazon's CEO, Jeff Bezos.

Nope, a small business can't afford to hire Gordon Ramsey or Cardi B for a commercial. But, they can take a note from Amazon and use video marketing to tell an interesting story about their product and its features.

If you're a video marketer for a smaller technology company, you might similarly consider making a video that shows an every-day person using your app or product to get something done. This strategy can help you highlight different features all in one piece of content while showing viewers how they can easily use a product.

“这是潮汐广告”（潮汐）

在2017年和2018年,潮流发布了康门的数量cials with storylines that had nothing to do with Tide, except for the actors’ noticeably clean clothes. When viewers were at the edge of their seats, someone in the ad would say, "It's just another Tide ad." Then, they'd see the Tide logo and text that said, "If it's clean, it's Tide."

这项商业活动始于游戏的每次突破，始于长期的超级碗广告和后续广告。在获得艾美奖提名的第一个广告中，陌生的东西'David Harbourshows up in several common ad scenes, including in the bathroom with a buff deodorant model, driving a sports car, and laughing on the couch with a fake family.

当他进入每个广告时，他解释说，所有人都有一个共同点：干净的衣服被潮水洗涤。最后，他说：“所以，这是否使每个超级碗广告成为潮汐广告？我认为确实如此。”

This ad is pretty funny and memorable. Since Tide has one job of keeping clothes clean, they show off the brand's strength in multiple versatile scenarios.

Humor like this can also be a great way to make a simple product more memorable. If you go to the store to get detergent shortly after seeing this commercial, Tide might be the first thing to pop into your head because of the ridiculous ads.

Sometimes, it can be great to think outside the box and come up with an odd way to show off your product. And, if you can work in humor, people might identify with or remember your ad even more.

What These Nominations Can Teach Us

尽管去年的许多广告都很有趣且令人难忘，但今年的提名令人发人深省和激励性。尽管今年的广告都是视频营销人员如何通过将产品纳入每天的故事中如何成功的一个很好的例子，但去年的提名人表明幽默可以使您的品牌更加相关。

If you loved these ads, but worry that you can't create an interesting video on a low budget, don't worry. Use the above examples to motivate you, whilereading this guide for tipson how to film a cheap marketing video.

Want to learn more about all the different aspects of video marketing?看看这个最终的名单of stats and advice.