Kinka Usher: "Give the people the reason why they will have to watch your video"

Directed by Kinka Usher agree dump to get a cool project. It is in this business, like all successful members of the profession, not because of the money - it just from her pret.



Usher Films - is a production directed by Kinki Asher. Became the best advertising director for versions of DGA in 1998, this veteran of the market successfully continued his career.

For 15 years he has done a lot of interesting movies and, of course, conclusions about what video ads and how to treat it.

Burger King - Eat Like Snake

Apple - Window

Adidas - Night Practice

"The most interesting thing today is that customers are embarrassed. They do not know exactly who is watching their ads. And how can they pick the right direction? Are the still 30-sekundniki. They ask the same question that was ten years ago, but the answer to it is still there: with the help of a communication they will be able to reach out to their fundamentals clients ».

Mountain Dew - Cheetah

Mountain Dew - Ram

Visa - Transactional Fluidity

Polaroid - Dog And Cat

"In my own opinion, 30 seconds - the optimal duration of video. This is enough to entertain the viewer and pull him to his side. Customers are guided by themselves and their preferences. However, the surest way to catch the consumer - to amuse him. People like advertising only as long as it amuses him. He turns away from her as soon as feel the frank attempt to shove him something ».

Visa - Lawn and Garden

Visa - Paperwork Forest

Visa - Morning in Manhattan

"However, after the failure of customers do not come to the correct conclusion:" Your advertising is not so good and you're trying to sell - can be seen. " But in focus groups, no one asked the people: "Our advertising seems funny to you? It entertains you? ". We formulate intelligent questions that were initially not able to get the right answer. In addition, people in the focus groups are aware of their power, and they do not behave like a real audience. Too many destructive obtained from these studies ».

Honda - Cruisers

The PlayStation 2 - Jet Li

eToys - Car Wash

Got Milk - Interrogation

"I call:" Give the people the reason why they have to watch your videos ».

Starburst - Baby

Starburst - Butt

Taco Bell - Chihuahua

Volkswagen - Chase

The PlayStation 2 - Environment 77,067,923

Adidas - 3 Courts 33,375,837

Cingular Wireless - Deadly Virus

Cingular Wireless - Disk

"I often go to make concessions to get a good job. But I would call it "concessions happiness." :) I had tremendous success, a long and happy career, so finances are not important when it comes to biting scenario. I'm not in this business to make money, and I'm not there to do odd jobs ».

Volvo - The MeetingVolvo - Sunset

Volvo - Wheels

Volvo - Showroom

via / tribune / 2006/11/02/11526 /