GoPro took video to a literal new level
GoPro is responsible for some of the most engaging, breath-taking videos we’ve seen in the history of the internet. From casual freerunners to professional extreme-sport athletes, the industry has seen a boom in artists eager to showcase their talents—and all from their perspective. Because this footage is so dynamic in nature, GoPro has recently launched a market for the advertising industry; being as advertising is a business rooted in strategy and revolutionary technique, this is a campaign to keep an eye on.
Adweek’s Christopher Heine equated GoPro’s video campaign to that of Shutterstock’s photo business. While this is a lofty standard to set from the get-go, GoPro seems to feel that they deserve only the best. Purportedly, the videos will be starting for upwards of $1000 a pop—and that’s the low end of the spectrum. However, by virtue of their likeness to Shutterstock, they may be devaluing the very aspect that makes their campaign so attractive: uniqueness.
GoPro is to stock photography as glitter is to dirt
The inherent personality one finds in a GoPro video is what sets them apart from your average, run-of-the-mill stock footage. Not only does GoPro make one feel as though they’re in the shoes of the artist during an incredible event—it captivates them and holds their attention, imploring them to see the film through to the end. Such a trait is positively radioactive in the advertising business. Additionally, GoPro has created a specific medium of visual media that is completely free of clichés, inconsistency, and general repetition. For this reason, the general availability of this footage and increased usage thereof could (and eventually will) lessen the “wow” factor considerably.
Other problems with this campaign stretch from the simple start-up cost—a figure negated by considering how much a multiple-day video shoot can take—to the potential lack of continuity between the video and the content. The latter is a valid concern—taking a film of a surfer conquering a fifty-foot wave and slapping on a slogan about Viagra probably won’t touch the target audience—but for start-ups and small businesses looking for an affordable, memorable advertisement, this campaign is a definite plus. Stretching to make the product relate to the video itself might be a challenge, but the end result will almost certainly be worth it.