I was watching some football this weekend and saw a funny new ad from Miller Lite that features a great storytelling technique… surprises.
The commercial looks and feels very much like one you’d see for eHarmony, the internet dating service, but at the end we find out it’s for Miller Lite (http://www.youtube.com/watch?v=BXXgBU_bS7A). It’s a funny surprise… which is why it sticks with me even now.
Surprises also work great in video marketing. You should always ask yourself if there’s something unique about your product or service that will surprise people. Building up to that surprise and revealing it will almost always provide a nice impact on the viewer.
I worked a good surprise into a video I produced for Illinois State Sen. John Millner that shows what kind of man he is away from Springfield (https://www.t60productions.com/Video-Sen._John_Millner.html).