8 of the best corporate videos of all time (and why they work)
Need some inspiration for your video production? Let's take look at what's considered the best corporate videos of all time and dissect why they work.
A corporate video tells people about who you are, what you do, and what your business stands for. It's a way for you to showcase your brand's personality, history, and values to your customers, employees, and the public.
And they can be used for different reasons. Like promoting a new product, recruiting new employees, or even just sharing updates with your team.
But the best corporate video productions out there showcase a company's culture, values, and mission, while also emotionally engaging viewers and increasing brand awareness.
Think about it — have you ever watched something that made you feel happy, sad, or even angry? Those resonating emotions stick with you, and you'll remember how that brand's video made you feel.
Emotional corporate videos also grab your attention and create a memorable experience. With so many ads and messages competing for our attention, businesses need to find ways to stand out. Plus, they're often way more shareable, which increases their reach and impact.
So, ready to get in your feelings? Let's take look at what's considered 8 of the best corporate videos of all time and dissect why they work.
1. Apple's "Think Different" Commercial
Apple's "Think Different" commercial, which first aired in 1997, is considered one of the most iconic corporate videos ever made. The commercial features black and white footage of historical figures such as Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi, and celebrates the power of creative thinking.
Full of emotion, this incredibly moving ad resonates with the "crazy ones", the misfits, the "round pegs in a square hole", and the ones who see things differently. After watching it, there's no question in our minds about what the Apple brand stands for.
2. Coca-Cola's "Happiness Machine"
Coca-Cola's "Happiness Machine" video, which was released in 2010, is a heartwarming video that shows the power of a simple act of kindness. In an act of Guerrilla marketing, it shows a Coca-Cola vending machine that dispenses unexpected treats (including a giant sandwich?!) to unsuspecting customers, and the reactions of the customers are captured in real-time.
The video was designed to evoke positive emotions and create a feel-good experience for the viewers. By showing people's reactions to unexpected acts of kindness, Coca-Cola created a sense of joy and happiness that resonated with their viewers.
This also reinforced Coca-Cola's brand identity as a company that values happiness and brings people together by associating its product with positive emotions and memorable experiences.
Watch it and try not to smile.
3. Dove's "Real Beauty Sketches"
Dove's "Real Beauty Sketches" video, which was released in 2013, is a powerful video that challenges societal norms around beauty. The video features a forensic artist who draws sketches of women based on their own descriptions of themselves, as well as descriptions from strangers.
The sketches based on strangers' descriptions are always more flattering, showing that we are often far too critical of our own appearances. It really makes you think about the way you perceive yourself!
At a time when there was a growing interest in body positivity and self-acceptance, it helped to raise awareness of the issue of negative body image and positioned Dove as a leader in promoting self-acceptance and body positivity.
4. Intel's "Experience Amazing"
Intel's "Experience Amazing" showcases the power of technology. It features stunning visuals and special effects, and highlights the ways in which Intel's technology is changing the world.
This corporate video uses stunning visuals and high-quality production to tell a story about the power of technology to transform and enhance our lives. It was also designed to evoke a sense of awe, wonder and excitement by showcasing the incredible potential of Intel's technology.
The result is a video that's consistent with Intel's brand identity as a leader in technology innovation. By showcasing the power and potential of its products, it helped reinforce Intel's position as a leader in the tech industry.
5. Nike's "Dream Crazy"
Nike's "Dream Crazy" video features Colin Kaepernick and celebrates the power of athletes to make a difference in the world. The video encourages viewers to pursue their dreams, even in the face of adversity.
Nike uses bold messaging that speaks to the power of dreams and the importance of pursuing them by challenging viewers to not be afraid to pursue their goals, no matter how audacious they may seem.
It's also designed to evoke strong emotions from viewers. The powerful images and stories of athletes who overcame adversity to achieve greatness.
The celebrity endorsement probably helped a lot, too. Nike partnered with former NFL quarterback Colin Kaepernick for this video, who had become a controversial figure after kneeling during the national anthem to protest racial injustice.
Kaepernick's endorsement gives the video a sense of credibility and shows us exactly what Nike stands for —determination and courage.
6. Google's "Year in Search"
Google's "Year in Search" video, which is released every year, is a touching video that highlights the most searched topics of the year. It's a reflection of the collective experiences of the world, and serves as a reminder of the power of human connection.
The video is always released at the end of each year, just as people are reflecting on the events of the past 12 months. This timeliness makes the video relevant and timely, and helps it to gain traction in the media.
By highlighting both the highs and lows of the year, Google is creating a sense of nostalgia and reflection that resonates with viewers. We also get a strong brand identity in this video, which reinforces Google's position as a company that values innovation, creativity, and connectivity.
7. BDO'S "PULL UP A CHAIR: lET'S TALK ABOUT RACE"
The message that BDO wanted people to take from this video was to be courageous, step forward, ask questions, and do the research to understand the system of racism and how we can fight against it. They wanted to help others feel more comfortable about having these difficult conversations and encourage more people to speak out against discrimination within the workplace.
Our video production agency knew that nothing could be more powerful than listening to the experiences of BDO’s BAME colleagues directly, and so it was decided that a stripped-back and authentic but professional approach was the way to go. We wanted the focus to be on the people and their stories, and so polished scripts, gimmicks and theatrics were left at the door.
‘We came to Skeleton with quite a sensitive proposal and an idea of where we wanted to be, but a bit of a blank slate. We were quite apprehensive about how this video was going to land, but Skeleton put us at ease so quickly. We were phenomenally blown away by the level of support, care, and passion they brought. They took our brief, challenged it, and created such a poignant, powerful, and thought-provoking piece. We’d never worked with a video agency like that before. I was able to have complete faith in them as they evolved it into something we didn’t even imagine. Best of all, it has empowered our colleagues to have conversations about race with confidence.’
- Nazia Nathu, Senior Internal Communications Manager, BDO
8. P&G's "Thank You, Mom"
P&G's "Thank You, Mom" video, which is released every year in the lead-up to the Olympics, is a touching tribute to the power of maternal love. The video features the mothers of Olympic athletes, and highlights the sacrifices they have made to help their children achieve their dreams.
It's designed to evoke strong emotions from viewers by highlighting the sacrifices and support that mothers provide to their children. By showcasing the emotional journey of Olympic athletes and their mothers, P&G creates a sense of gratitude and appreciation that resonates with viewers.
Again, the timeliness of this video being released in the lead-up to the Olympics makes it relevant, which helps it gain traction in the media. It's also consistent with P&G's brand identity — by showcasing the important role that mothers play in the lives of Olympic athletes, P&G are reinforcing their position as a company that cares about families and is committed to providing products that improve people's lives.
To sum up...
So, whether it's a heartwarming brand video that features your brand's core values, a funny internal video that makes your employees laugh, or a commercial that tugs at your target customers' heartstrings, these emotional corporate videos work because they create a connection between the brand and the viewer.
Feeling inspired to create your own corporate video? Head to our Complete Guide to Corporate Video Production to learn how to get started!
video production agency that specialises in producing creative videos & campaigns that get real results.Marketing Manager for Skeleton — a full-service