Continuing on theme of key moments and using change to draw the viewer in, have a look at this T-Mobile UK ad:
Note the use of the Dire Straits “I want my MTV” and how things change at the points where Mark Knopfler’s guitar kicks in at around 1:34. Then see the changes in the characters. Did you feel the tension building? Did you know a major change was coming with that music change? A well done ad in my opinion.
Last time I wrote about success storytelling. I made a 12 minute video explaining my thoughts on success story videos. If you’ve made hundreds of success story videos I think you’ll find much of this to be basic but you may find the focus on key moments useful. If you’ve never made a success story video you will want to watch the whole thing and then go look at some good success stories on various company websites or YouTube channels.
In addition to watching the video here or on YouTube, you may also want to learn a lot more about what I call key moments. Norman Hollyn wrote a wonderful book called “The Lean Forward Moment” in 2009 that goes into much more detail on this concept and how you can use it in everything from commercials to feature films.