Every commercial / film / video worth its weight in pixels tries to make an emotional “connection” with those who view it.
Few do though.
Why is it so hard? That’s the $64,000 question.
I think sometimes people just try too hard. They try to get inside the head of their subject and overthink the problem. It’s easy to get caught up in all the facts you’re trying to get across or the cool new equipment the director wants to try out or the awesome effects the editor wants to apply in post.
Sometimes the hardest part is keeping it simple.
That’s what this Nike Football (silly Americans, not that kind of football) ad does so well. It keeps it simple. Want to get inside a player’s head? Act as if the camera was the players head. Give the audience a front row seat in the player’s head, literally. Of course, having Guy Ritchie direct the spot also helps to make it great, but with a concept this simple and brilliant even I could make a kick-ass spot. Ok, maybe not me, but I bet the guys over at Reel Motion Video could.