The German camera producer Leica has promoted their newest internet advertising video, titling it “The most boring ad ever made”. I must admit. It IS boring, but captivating at the same time. What’s the best is that it doesn’t fail short to communicate Leica’s brand distinction trough some spectacular copy-writing told by a soothing voice.
The German craftsmanship is at the upfront of this 45min video where are told the story of how a Leica case is made out of a single aluminium block and how a single person spends 45 minutes to polish the entire exterior of the case. The narrator hits all the needed spots in differentiating and adding value to the brand:
“…this is for those made or sterner stuff, like the robust, high-grade aluminium you see here…”
“Of course there are faster and less costly ways to make a camera, but is there a better way? A more fulfilling way? Hardly. Here everything is essential, nothing is extraneous.”
Totally hits the spot! I am totally in with this copy and I am in love with this 45min story of obsessive German craftsmanship. It is quite rare to see such quality in brand storytelling.
