I loved this YouTube video that was shared by a friend on Facebook. Watch it and tell me what you think.
One of the things I like about this is that I think it is an excellent example of how to tell a story quickly. That is one of the most compelling reasons to use video in your marketing and branding.
The spot was created for Powerade, which is the official beverage partner for this year’s World Cup in Brazil. The brand seems to be offering inspirational stories with the tagline “Power Through.”
In this spot, Powerade is featuring the story of Nico Calabria, a one-legged soccer player who didn’t let anything come in the way of his desire for the game.
Classic stories often have an arc in which the hero is met with a challenge, takes on that challenge, encounters a setback or two, perseveres, and has a happy ending.
In this spot, Powerade was able to utilize home videos of Nico from an infant to a teenager. You see him smile, laugh, cry and succeed. You see the pace of the video – established by the background score and length of scene edits – transition from slow and quiet to more active and lively, culminating in Nico scoring a goal. One thing I really liked was the editing choice at the opening so that we are quickly informed of Nico’s challenge, “Can you stand up on one leg, Nico?”
Watching Nico’s journey brings a wonderful emotional connection for the viewer.
This is what Powerade had to say about the video, “Nico continues to astound teammates, competitors, and fans with his talent today, and is living proof that there’s power in every game. Overcoming this challenge through hard work and unwavering commitment, Nico exemplifies Powerade’s mantra to Power Through and shows a tough determination that lets him rise up and push past his challenges.”
While some may sour that the video ends with Nico taking a swig from a Powerade bottle, I think the placement in pretty subtle. You may also notice there is no other product placement or branding before that in the video.
What do you think about the video? What would you do differently? How could something like this be applied to your business, product or service offering?