Video
ONE & ONLY
By Zach Singh
One and Only Resorts market themselves as luxurious and exotic resorts which are located in the world’s most exotic destinations. Each of the resorts represents the best in accommodations from every conceivable point of view.
The company has recently released series of videos to promote their brand using black and white cinematography. This is a bold new style of video promotion by a resort as usually only color videos are used. I believe the director did this for the glamour effect as the most glamorous Hollywood icons of the screen are most famously photographed in black and white.
It is important that the brand is successfully promoted with the goal in mind to bring in customers both old and new to the business. Each video showcases the lifestyle of the target audience, which is those who value, relaxation, family, romance and worldliness.
The secret to a successful video ad is utilizing as many senses as possible. Sound is one of the most crucial senses that advertisers target because the sound is both unforgettable, and it plays in your mind long after seeing the advertisement. In other words, good and catchy music is the secret to a successful video ad, and it uses as many senses as possible.
Christy Nicole Turlington Burns is an American supermodel and best known for her role in representing Calvin Klein’s Eternity and Maybelline campaigns. Turlington was named one of Glamour’s Women of the Year in 2013. She also was named as one of Time’s 100 Most Influential People of 2014.
Celebrities can bring instant credibility to a product or service and can greatly influence their purchases.
The cinematography used to create these videos is well done. It is clear that the director had the brand identity prism clear in his/her mind when made. This prism identifies the six different traits at each end of the prism, which is Physique, Personality, Culture, Reflection, and Self-image in mind. The characters used are young; family oriented and romantic types.
