Short-form Video’s Time To Shine

Short video is taking over the online world. It’s both beautiful and grim.

Everyday, online video is getting easier to access, and even easier to create. Because of apps like Vine and Instagram, videos are becoming one of the main reasons people even log onto the Internet. According to AdAge, over 40 million people are on Vine, while 150 million plus are on Instagram. That’s a lot of users.

Twitter and Facebook own Vine and Instagram respectively, and people are leaving the text-based social media for their quicker video counterparts. Pop culture has even seen these apps’ relevance. Trends, memes, slang, and even social groups have appeared from this medium. It’s truly marking its place in history, but why?

It’s because short video is both the fastest and the most alluring way to convey a message. If you manage to entertain your audience while telling them about your service or product, you’ve got a memorable and potentially viral advertisement on your hands. Major brands have been doing this for months now, be it the stop-motion animation of Dunkin Donuts’ paper flower or Trident Gum’s chewing-face close-ups!

That is where the beauty of accessibility to online video lies. Any person can make any video about anything. In fact, it is so easy that you could accidentally hit the record button while pulling your phone out of your pocket and make a short viral hit. It makes video accessible.

On the flip side though—it’s ruining our attention spans and giving us an unhealthy addiction to Internet’s speed. We’re becoming so accustomed to this short format, that anything over 30 seconds almost seems too long. People are clicking out of longer videos on YouTube, closing web pages that take too long to load, and going insane over buffering streaming content.
It’s hard to decide whether Vine and Instagram are helpful ways to communicate, or detrimental to our already short attention spans. Time will tell, as the number of users of these appsare predicted to grow even more in 2014.

The Super Bowl Ad Newcastle Would Have Made (If They Had the Money)

The Super Bowl is a time for advertisers to shine with creativity – whether they’re paying for a $4.1 million spot or utilizing more original avenues. One brand that really stood out with creativity this year was Newcastle beer. They created a series of videos about what their Super Bowl ad would be…if they had the budget to make it.

Here is a video of their “underwhelming” storyboard for the  ”overwhelmingly mega huge” Super Bowl ad they could have made if they had the money:

Newcastle took it even further by interviewing real focus groups to garner feedback about the ad, which largely resulted in polite negativity (besides some fans of the shark conga line). They also produced satirical videos featuring Keyshawn Johnson and Anna Kendrick as actors who believed they would be starring in Newcastle’s Super Bowl ad before finding out that Newcastle didn’t actually have the funds to buy a Super Bowl spot.

The campaign, led by advertising firm Droga5, has certainly captured attention for the brand. The video with Anna Kendrick already has over 4 million views on YouTube, and they’re steadily climbing. It seems like Newcastle had the right idea for advertising on a smaller budget – save $4 million by opting out of the Super Bowl, and put up a video on YouTube to get 4 million views.

- Katy Leuschner (MOS Creative Project Manager)