This award winning commercial video production is still getting views, 14 years later. Why? For starters, it has a recognizable narrative. Before you get into the visuals, your hooked by the distinctive voice of Paul Harvey leading you down memory lane. Then come the relatable – sometimes sad – images of real farmers. But this commercial isn’t depressing. It’s artfully pared with an inspiring and proud poem, using two contrasting emotions.
4 Emotions that captivate commercial video production:
- Afraid / surprised
- Angry / disgusted
This branded content connects with Dodge’s target audience: the everyday farmer. As a farm girl myself, I know farmers are either devoted lifelong Ford or Dodge customers. My uncle is Ford, and my grandpa is adamantly Dodge. It would take a powerful campaign to get either to switch. This commercial has the impact to at least make them think twice. I can see my family in each and every photo used in this ad. Real situations, and real people hard at work in their everyday lives. Dodge understands their struggle in a thoughtful way. Go Dodge!
Color Correction: the red headed step-child.
Color corrections are the undervalued step-child of successful video production. The subtle nuances of good editing and color go unnoticed. A brilliant colorist is a finely tuned skill, a separate piece to the video production puzzle, especially if you want to create award winning branded content like Dodge and the Farmer.