In most commercial sales videos, there is a little unspoken tension between the efforts on screen to convince the viewer about the product and the viewers own viewpoint. The realization that the actors on stage are trying to sell something, tends to create a little skepticism. One way to effectively break down the barrier is to use customers to bring home the point.
Using customers is effective because a viewer can readily identify with customers in the restaurant video. If they are having a good time and enjoying the restaurant, then he too believes he will have a good time there. The effect can be even more powerful if children are used. People think of children as innocent. Watching children on screen is fun, and serves to distance the video from any suspicion of manipulation of the truth, for commercial benefit.
If you watch the Weathervane Restaurant video, you can see an example of a video that employs child participation.
The video starts like many restaurant video with a shot of the outside. But almost immediately, the camera pans to four children standing outside the entrance. The boy, in front, tells us to “Common’ in to the Weathervane Restaurant.” As soon as he finishes, the kids turn and walk inside. The scene disarms us immediately. In the next shot, the same four children are seated at a booth. They look around at the camera and say as one “It’s a great place for families.”
As the waitress brings food to the children, the narrator tells us to “Try our chicken, fried steak, our baby back ribs or seasoned salmon salad. “Close-ups of the dishes are superimposed on the shot of the children, as the narrator continues “Our down-home cooking will bring you back.”
Next, an adult customer informs us: “It’s a great place for fun,” followed by a chorus of “yeahs” from the guests. We already appreciate it’s family oriented , now we learn it’s a good time place as well. The demonstration of enthusiasm further breaks down the barrier between video and viewer. This effect is enhanced by the fact that the participants appear to be friends of the restaurant as opposed to professional actors.
The narrator invites us to try their “prickly pair” or margarita.” The waitress simultaneously places the two drinks on the counter, just in front of the camera. We get a good view of the eateries food and beverages, as well as the customers.
Then a young grandpa with his wife tells us it’s a great place for celebration.” Three generations all testifying to the family nature of the Weathervane Restaurant,fully convinces us of the family fun atmosphere.
The video closes with an attractive graphic showing the restaurant location, backed up by narration.
Thanks to Winmax Video of California for presenting this report. Winmax produces restaurant videos and corporate videos
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