Building an engaging story is one of the most effective ways to draw in your audience. It inspires us to listen and watch more attentively and, if done well, can get us to forget the original purpose of why the video exists in the first place, to advertise a product or service.
McDonald’s has produced such an engaging story. It starts out with a discussion of where the subject has been in her life in relation to her occupation and schooling. She explains how much training she has and that she could very well continue in the occupation she trained in. But what the story does next is where it shifts your intrigue. She states that she wanted to come home and become a potato farmer. A labor intensive and sometimes unappreciative line of work causes you to wonder why she would elect such a career.
The story then shifts into gear in her talking about the quality of the potatoes that are produced, how people are surprised that she makes potatoes for McDonald’s french fries and how proud she is of that fact. She relates to other peoples expression of “McDonald’s fries are the best”. This statement continues a fry battle that was started years ago with Burger King and Wendy’s where McDonald’s won the “Best Fries”.
This approach looks, sounds and feels genuine and therefore builds trust between the watcher and the brand. What a wonderful and engaging way to highlight an item off the McDonald’s menu, an item that most, if not all, people who eat at McDonald’s agree is the best and can relate with the overall message of the video.
There are many more points that can be made about this video so please comment your thoughts.