To promote its new Invisible Spray antiperspirant, Old Spice put together a two-hour film called 'Invisible World' that is set against a transparent background.
Although the majority of the film has viewers staring at a mostly blank screen, there are moments of action where men in green screen suits occasionally appear for those who are patient enough to sit through different parts of the film. At around the 20-minute mark, Invisible World even acknowledges that viewers will likely be skipping through parts of the film on YouTube to see if there is any action happening. As Old Spice describes: "keep imagining, because there’s nothing to see."
Full-length films have become a popular way for brands across multiple industries to draw attention to new products and services.
Why This Trend Is Growing
- Transparent Advertising
- Opportunity for brands to engage audiences with unique and unconventional approaches to advertising, such as creating films with transparent backgrounds.
- Interactive Ads
- Opportunity for brands to utilize interactive elements in their advertising to increase viewer engagement and retention.
- Subtle Advertising
- Opportunity for brands to use subtle, low-key advertising to create intrigue and pique audience interest.
Industries Being Reshaped
- Personal Care
- Companies in the personal care industry can use transparent film techniques to promote new products and encourage innovative advertising strategies.
- Film and Entertainment
- The film and entertainment industry can incorporate interactive elements and personalized content into their marketing to create a more engaged audience.
- Technology
- Technology companies can leverage subtle advertising techniques to embed their products and services into the day-to-day activities of consumers, creating user loyalty and trust.
