We like to take the time to watch some of the best examples of corporate video to sharpen up our own storytelling skills. In our search we came across this powerful, emotional piece of storytelling from MetLife Hong Kong on YouTube.
Here’s the video titled “My Dad’s Story”: Dream for My Child
You can see the emotional impact the story conveys within a short three minute video. It is so successful because it follows the traditional three-act structure of a feature film but does it in three minutes. The first act establishes the father-daughter relationship, with the reading of her letter to her father. The second act begins with the line “he lies.” The story then pivots to show the great struggles the father deals with to keep his daughter at school, working back-breaking jobs just to provide enough. And the emotional climax of the video starts with the father realising that his daughter has noticed his sacrifices and is grateful for everything he does.
The video has been a huge success and has been viewed nearly 15 million times on YouTube and that success lies with the video’s ability to draw an emotional response from the viewer. Metlife, who specialise in life insurance and superannuation, took the bold choice not to make a video about their products or services, but to find an emotional hook that relates to their business and tell a powerful story about it.
The benefits of using emotion in your corporate videos are huge. For one, you will create an emotional bond with the viewer who will associate your brand with the positive message of the video. And most importantly, not only will the viewer be engaged, but they will be more likely to share and actively enjoy watching what could be just another run of the mill video about life insurance.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2001, and specializes in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience by using video.
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Based in St. Kilda, Melbourne, Dream Engine is comprised of a small, close-knit team of energetic video production professionals.