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A Corporate Video Parody That Teaches Us About Corporate Videos
Sometimes a parody about something gives us important perspective on that thing. The Corporate Video 1, which is a parody on corporate videos, in general, provides insights into elements that actually make up a real corporate video.
The video begins by flashing title words, on a blue background, words that are frequently used in corporate videos, such as “compelling,” “daring,” “cutting edge,”
The video then flashes two words that would not be found in corporate videos. “Telekinetic,” and “blessed,” are clearly words that rarely appear in corporate videos. Telekinesis implies a supernatural process, and corporate videos are committed to showing the successes achieved by companies through hard natural effort. Blessed is another word, which rarely if ever appearing in a corporate video. Again the emphasis in corporate videos is on results obtained by hard work, and success that results from wise corporate leadership, and proper application.
After flashing the five words, the screen explodes, to effect a transition. This is a common motion graphic employed in corporate videos. The video continues. The narrator says, here at Blackstar we are committed to producing a product that produces results. This redundancy in this line, meant as a parody, nevertheless points out the important focus on the product produced by the corporation sponsoring the video.
Next one of the narrators says, ” We integrate dynamic e-business, we cross platform web readiness, We recontextualize customized channels,” These are three borderline nonsense, jargon phrases, nevertheless they point out the importance of mastery and use of the technical terms appurtenant to the industry being touted in the video.
The narrator then asks “And what does that leave you with?” Something that people can trust.” This line is meant to be funny; when uttered in the context of the nonsensical phrases preceding it, however, it is very true that corporate videos appropriately using industrial language will be more likely to win the viewer’s trust.
The word “trust,” then appears in a title caption. Words like trust, and the above mentioned words, “daring, “compelling,” “and “cutting edge,” often appear in corporate video narration and captions.. If they tend to be overused, it is because they are effective words. Corporate scriptwriters are challenged to find new words like these, which are not yet overused.
“Putting Blackstar in your company line-up is like… “While this concept is not always spoken out; corporate videos must centrally address the question, why should the viewer put the company product in his line-up.
Then the on screen narrator says, “Today we are here to tell you why Blackstar is right for you. This is another central question, which all corporate videos address either directly or implicitly.” The narrator then adds in a jesting fashion, But don’t take it from me, read this title card.” And the title card says “Blackstar is right for you.” While meant as a joke, in fact every producer of a corporate video has to consider when to present words of the narrator as a caption. A message presented to two senses instead of one is more effective. The next title card reads “Brand building,” And the narrator adds, “With our innovative marketing team, Blackstar will be a household name within days.” This is a line which is clearly out of place in a corporate video, because corporate videos present solid realities of corporate success, and descriptions of solid corporate products for the future, but not empty predictions of success. “Innovative marketing team,” is a frequently used term, yet still well accepted in corporate videos, assuming it accurately describes the marketing team.”
Then the narrator says “If you don’t believe me,” just take a look at these other great brands, pogo ball, pog, blood sack,” [sipn]This is a spoof segment. Nevertheless, many corporate videos do introduce models of other company’s success, to boost the presentation of their own product. |This is a spoof line , but it points out a practice which some videos resort to , namely touting their company by association with some other great company. [/spin]This technique can sometimes work, but it is also a dangerous practice when employed in a corporate video, as it will end up subtracting from the company’s efforts to create its own corporate identity.
The screen than shows the made up word “Profabilitations.” The narrator asks “How is your company going to benefit from Blackstar?” [sipn]A simplified line graph, illustrates how the viewer’s company profit will rist in time, once he begins employing the Blackstar product. |The screen shows a line graph which rises. [/spin] While meant as a parody, still, a central question every viewer of a corporate video asks himself, is “What will this company do for my company’s profit margin?”
Next the screen flashes the caption “Community Involvement.” The video notes that Blackstar was a proud sponsor of the Balloon Race 2007. We then see a strange little contraption with two small balloons attached to it racing in a bathtub. While this is meant as a parody, nevertheless, ancillary facts about a corporation such as community involvement are common additions to a corporate video. As the parody points out these ancillary facts, should be significant additions and not trivial facts thrown in to bolster the video.
Then the video asks if robots can grow hair. We see a robot with hair on its head. The narrator answers “No,” and the hair blows away. This ridiculous segment is actually interesting, because it is novel, and because it begins with a question. Novel material, included in a corporate video, can sometimes be effective in stimulating viewer interest.
In the last scene, the narrator asks “Convinced yet? If not, watch this.” Then we see a seal doing sit ups in a weight room. This humorous scene reminds us that frequently, corporate videos will throw in something totally unrelated to their company, just to attract attention, and relate back to the company by association. As seen in the parody, this technique can go too far, as overreliance on this technique would suggest the corporation doesn’t believe in itself and has to bolster its reputation via association.
So to cull from this video essential elements worth including in a serious corporate video, a serious corporate video should include, but not necessarily be limited to: a clearly delineated reason for being created, dynamic titles including catch word phrases, appropriate use of motion graphics, emphasis on the company’s product, efficient mastery and use of technical words related to the company’s industry, good sense of when the narrator’s statements should be emphasized by captions, avoiding empty promises of future success, which are not tied to concrete company projects being initiated or planned for the future, caution when touting the company by reference to other unrelated products or companies, occasional creative and careful use of an interesting novel segment related to the company, which can enhance viewer interest, very cautious use of totally unrelated phenomena, such as a seal doing sit ups, to capture the audience’s attention. Finally, a corporate video should provide serious answers to the following questions, “Why should a viewer employ the product?” Why is the corporate product or service right for the viewer?” “In dollars and cents, how is the viewer’s company going to benefit from the company product or service?”
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