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Welcome to VidWin. The webs only show on EPIC video marketing,
done right. I don't care whether you're a youtuber, business
owner, or internet marketer.. if you're looking to make more money using video, you are in
the right place.
This week, I'm going to show you the best damned car commercial ever, and then I'm going
to break down the psychological principle behind WHY it is the best.
So the car commercial, is for Lexus. Lets give it a look
A moment if you please. moments can be short. moments can be long. there are moments of
joy, moments of sorrow, moments of passion. moments you'll never forget moments you've
already forgotten, moments you didn't get. there are awkward moments senior moments,
moments of truth and momentary lapses in judgement. people will ask for a moment, share a moment,
"I need a moment," "you got a moment", "hey, wait a moment". You can take a moment, make
a moment, spoil a moment. And if all the stars align at just the right moment that moment
can be perfect. Moments can define you, moments can delight you, and moments can change your
life. here's to the moment, and squeezing all you can out of every last single one.
Pursue the moment, Lexus. The pursuit of perfection.
I'm totally getting a lexus. And I'm not alone. everywhere this video is
posted, the comments read like this:
"I first saw it in theaters and I put my full attention on the commercial. I think the whole
theater was pretty quiet."
"I get goosebumps everytime I see this. I absolutely love it."
"I want to buy a lexus, even if I know nothing about cars"
There's some powerful imagery mixed with powerful poetry mixed with powerful emotion.
And I'm going to use this commercial to talk about a psychological effect in video called
"the Kuleshov effect".
So back in the 1910s a Russian filmmaker named Lev Kuleshov experimented with film editing.
He wanted to see the effect editing could have on people.
Now keep in mind that back then, movies were made a lot differently than they are now.
Editing wasn't really a thing. It was just one long wide shot... basically like a theater
play. And editing that was done was just inserting some title cards in between.
So his experiment involved showing various clips to test audiences. And each clip was
edited a different way.
So he showed this image of a man and then cut to a sultry woman. He showed an image
of a man, and cut to a little girl in a coffin. And then the last one was the image of a man
and some soup.
Same clip of a man, three different images. And audiences RAVED about how good this guys
acting was. Even though it was the same image.
The guy was instructed to "act neutral". And they projected emotions onto the actor. He
wasn't displaying them it was all in the audience's mind.
So an image of soup is just an image of soup, and an image of a man is just an image of
a man. But when you intercut a shot of a man and
a shot of a soup, you get a hungry man who desires soup.
That's the kuleshov effect. Editing has a psychological effect on the audience. We project
emotions onto neutral subjects.
So how does this all apply to Lexus?
Well this lexus commercial is ULTIMATE form of the kuleshov effect.
They're not saying "go buy a lexus" and listing a bunch of lexus features. They don't appeal
to our sense of reason. And that's because we don't make decisions based on fact. We
make decisions based on emotion and then we later justify it with fact.
So they didn't mention Gas milage, smartnavs, mp3 players or built in harddrives. They didn't
mention ANY features. We only see a single exterior shot of a car for like 3 seconds.
You can almost replace that car with any other car, any other image and make that thing appealing.
It's not about the car it's not about the features it's about our emotions. So these
images, back to back, with the poetry and the music give you a mental state of mind
and an emotion. Just like we were projecting the feeling of hunger, ***, or sorrow into
our expressionless actor.. this commercial makes us project our feelings from the previous
images onto this expressionless car.
So Lets see if I can use the kuleshov effect right now, to give you some positive emotions
towards my brand: Castleforge Media
If information is Knowlege and Knowlege is power.
then knowlege that's sought, that's fought, can build towers.
Knowlege can't be suppressed, nor gagged, nor bound
It's an unstoppable force that can't be held down.
The pen IS a sword, the pen DOES have power. The more you know, The more you grow,
The more they cower.
Learn, Grow, Act, Even the playing field.
Castleforge.
So... that took me around 30 minutes to write, and about an hour in total to edit.
Is it good? is it effective? Would it net me sales or grow my brand?
Not really for me to decide.
but it's a perfectly legit promo video. Any business can throw something like this
together in a day.
alright I want all of you stick around. In the next episode I'll be taking a look at
a SUPER SIMPLE broadcastworthy commercial, that can be produced for less than $700.
If you liked this video and want to stay up-to-date with more stuff like this, click here to subscribe.
I only notify followers of entertaining content like this. So you're not going to be be bothered
with any technical tutorials or courses by subscribing.
and if you want to see how I used the kuleshov effect IN a real promotional video a real...
click here. that will link you to an actual sales video I created using the kuleshov effect.