You have to grab people in the first 5 seconds, or lose them forever.
This is true for your videos, your LinkedIn posts, your website, your bus stop ad, any kind of marketing you're doing. People are tough and immune to advertising. You have to MAKE them pay attention.
In this new commercial for Bella Del Sol, our 'grab' was to start with a bossy woke Gen-Z daughter rattling off her many dietary restrictions to her dad, who's kind of rolling his eyes.
It's current, it gestures to the culture wars and to generational divides in families, and it's got some conflict. (The music and camera movement contribute as well.)
Most importantly, it's not random. We didn't start this ad with a gorilla fighting a lion just because it would grab your attention. That has nothing to do with sunflower oil.
The 'grab' has to make sense for the story. Bella Del Sol is ORGANIC, so it aligns with the daughter's values. There's a funny problem, and a logical solution.
Did it work? Did we grab you? I guess if we didn't, you'd already be long gone by now, scrolling into the ether...but if you're still here, let me know!
New broadcast TV commercial for Bella Del Sol, going live across the US & Canada this week!
Client: CHO America
Client Team: Nada Resheidat, Wajih Rekik, AMNA REKIK
Director/Producer/Editor: Andrew Osborne
Production Manager/Editor: Mariana Rossi
Cast: Nathan Warriner, Effe Christakos, Julie Mainville, Finn Camp
Casting Director: Molly Knight, CSA, CDC
Assistant Director: Cowin Poon
DOP: Jack Leahy
1st AC: Alex Clark
2nd AC: Benjamin Dabu
Gaffer: Tobias Harrison
Grip: Dexter Calleja
Swing: Dhruval Patel, Alex Mallon
MUA: Vikki Shott
Production Designer: Natasha Uhrig
Set Buyer / Dresser: Jamie Hiltstone
Art Assistant: Tori Glogowski
Stylist: Shae Holt
Stylist Assistant: Karah Mcgillivray
Food Stylist: Michael Elliott
Sound Recordist: Jonah Blaser
Photographer: Jesse Milns
Script Supervisor: Michael Flamank
PA: Christopher Fernandes
BTS Photographer: Stephen Nahrabeki
Colourist: Yuri Cabrera
Colour Producer: Melody Chan
Colour House: Kook Colour
Motion Graphics: Alexander Gavrilov
Whaaaaaa? A ski resort spot with a concept...Bravo!