Ethos & The Hidden Agenda

It’s amazing and beautiful what companies are doing with their videos these days. You’ve seen these videos–a wild premise, tear-jerking or heartwarming, and then you get to the end and realize it was an advertisement? Everyone has seen them, they’re all over social media, even in the news.

These days it’s more important than ever to connect with your target audience, build your identity–your ethos, be socially aware, environmentally friendly, and give back to the community. People want to feel good about what their money is supporting when they make purchases. Dove has done a great job with all their campaigns, delivering a strong and consistent message about who they are and what they believe, and it’s a message that speaks to the public.

These are all compelling videos–they’re advertisements that say more about the company than the product they’re selling. And they’re eaten up. Think outside the box.