Let Jaws Eat Your Product Video

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A very, very cold bike ride yesterday had me thinking of a viral product video that’s been making the rounds.

Winter time in Chicago is tough as a bike rider. Finding a hat that’s warm enough but still fits under a bike helmet can be a challenge, which brings me to the video. It’s called, The Invisible Bike Helmet. It uses a technique that when done well, can be a really effective form a storytelling.

The Jaws Technique

How you seen the movie, Jaws? If you haven’t, it’s a classic and a must-watch. The behind-the-scenes stories about Jaws also happen to be just as good as the movie itself. One of them is about the shark used during the production.

The shark didn’t work. Steven Spielberg had so many problems with it he even altered his storytelling approach. Instead of showing the shark terrorizing people, he teases us. The audience sees the results of shark attacks, but we never actually get to see the shark until the final act. It was a smart thing to do because Spielberg plays on our imagination to help build suspense.

This technique is used in a similar way during the bike helmet video. We don’t get to see the helmet until the end of the video. The story behind the invention is compelling enough to keep us interested, all the while building our curiosity.

Let Jaws Eat Your Product VideoWill it work for your product video?

It’s a technique to consider as you’re thinking about your own product videos. It takes a bit of bravery, a lot of people are so excited about what their company is working on that they want to show people right away. They don’t have the storytelling patience to delay showing the product.

Every situation is unique, but I’d say if you have a product that a lot of people are going to be interested in… and you know that… the Jaws technique might be right for you.

This strategy is outside the box and could heighten excitement around your launch even more.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 12 Telly Awards for its work over the last eight years.

 

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