With over 10M YouTube views and a dedicated community of “Shady Rays lifers,” the brand’s success speaks volumes. This video advertisement perfectly captures their winning formula: high-quality sunglasses, an unbeatable replacement policy, and a lighthearted, relatable approach that resonates with their target audience.
OBJECTIVES
- Increase brand awareness: The video aims to introduce Shady Rays to a wider audience and establish them as a leading provider of affordable, durable sunglasses.
- Drive website traffic and sales: The ultimate goal is to encourage viewers to visit the Shady Rays website and purchase their products.
- Highlight the brand’s unique selling proposition: The video focuses on Shady Rays’ “lost and broken replacement” policy, setting them apart from competitors and showcasing their commitment to customer satisfaction.
THE HOOK
The video employs a multi-faceted hook in the opening seconds to capture viewers’ attention:
- Humorous Tone: The video starts with a playful, self-aware tone. The phrase “Stop overpaying for sunglasses” is delivered with a mix of exasperation and humour, immediately setting a light-hearted vibe.
- Relatable Problem: The statement “It’s crazy that the most expensive thing you’re wearing is also the most fragile” taps into a common experience. Many viewers have likely felt the frustration of damaging or losing expensive sunglasses.
- Visual Gag: The exaggerated sound effect of the sunglasses breaking when lightly folded adds to the humorous tone and visually reinforces the problem of fragile eyewear.
This combination of a relatable problem, humour, and a quick visual gag effectively grabs attention and sets the stage for Shady Rays to present their solution.
WHY IT WORKS
- Appeals to Emotion: The video leverages humour and relatable scenarios to connect with viewers on an emotional level. The fear of damaging expensive sunglasses and the joy of finding a durable, affordable alternative are both effectively conveyed.
- Clear and Concise Messaging: The video delivers a clear message about Shady Rays’ value proposition. The benefits of durability, affordability, and their replacement policy are communicated concisely and memorably.
- Strong Call to Action: The video ends with a strong and repeated call to action, urging viewers to visit their website. The website address is prominently displayed throughout, making it easy for viewers to take the next step.
TAKEAWAYS
- Humour is a powerful tool: Using humour can make your brand more relatable and memorable.
- Focus on solving a real problem: Address a genuine pain point your target audience experiences.
- Don’t be afraid to show personality: Let your brand’s personality shine through in your video content.
KEY ELEMENTS
- Introduction (hook): The video opens with a humorous statement and visual gag highlighting the problem of overpriced, fragile sunglasses.
- Problem statement: The video emphasises the common experience of damaging or losing expensive sunglasses.
- Solution (product/service): Shady Rays sunglasses are introduced as the solution, offering durable, stylish sunglasses at an affordable price.
- Benefits and features: The video highlights the key benefits of Shady Rays: lost and broken protection, high-quality construction, various styles, fast and free shipping, and excellent customer service.
- Call to action (CTA): Viewers are repeatedly urged to visit the Shady Rays website to browse their selection.
This video follows multiple frameworks effectively:
- Problem-Agitate-Solution (PAS): It identifies a problem, emphasises the frustration, and presents Shady Rays as the solution.
- The Promise, Picture, Proof, Push (PPPP): It promises great sunglasses, paints a picture of a worry-free lifestyle, offers proof through testimonials and their replacement policy, and strongly encourages viewers to visit their website.
MAKE IT YOURS
- Identify your target audience’s pain point: What problem does your product or service solve for them?
- Craft a humorous and relatable hook: Use a funny scenario, relatable question, or a bold statement to grab attention.
- Clearly explain your solution: Showcase how your product or service effectively addresses the identified problem.
- Highlight your unique selling proposition: What makes you different from the competition?
- Provide visual proof: Use testimonials, demonstrations, or data to support your claims.
- End with a strong call to action: Tell viewers exactly what you want them to do next.
- Maintain a consistent brand personality: Ensure the tone and style align with your overall brand image.
Remember, authenticity and relatability are key to creating a successful video, regardless of the specific product or service you are promoting.
MAKE A VIDEO!
Looking to create a video like this one, but tailored specifically for your product? You can easily adapt this successful marketing video format to work for your product using our custom AI prompt.
Simply copy and paste the prompt below into your favourite AI assistant like ChatGPT or Claude to generate an original script based on this video. Don’t forget to add your product details to the “Key Information” section at the top before you run it.
Key Information
- Product Name: [PRODUCT NAME]
- Product Description: [SHORT DESCRIPTION OF YOUR PRODUCT]
- Key Features: [DESCRIBE 3-5 KEY FEATURES OF YOUR PRODUCT YOU WANT TO EMPHASIZE]
- Target Audience(s): [AUDIENCE(S) E.G. TECH SAVVY MEN AGED 18-45, EVERYONE]
Instructions:
You are an expert video marketer and scriptwriter. Adapt the Reference Script provided below to produce an engaging video script for my product. Use the “Key Information” above and ensure you include ALL of the key features.
Production Notes:
- Identify and adhere to which script framework the reference script uses (E.g. E.g. Problem-Agitate-Solution (PAS), Before, After, Bridge (BAB), The Promise, Picture, Proof, Push (PPPP), AIDA (Attention, Interest, Desire, Action), Hero’s Journey, Explainer Video Script, The Storytelling Approach, Testimonial Video Script, FAQ Video Script, Direct Response Video Script).
- Do not copy the scenarios from the reference script. Invent your own scenarios that will work with the product.
- Use the same tone and style as the reference video script (e.g. Formal, Informal, Humorous, Serious, Narrative, Persuasive, Educational, Empathetic, Authoritative, Inspiring), e.g. if the tone is humorous use a similar style of humour, but create original dialogue and avoid copying any catchphrases.
- Focus on clear visuals and dialogue that are easy to film and edit.
- Include on-screen text to emphasize key points.
- The video should be achievable with basic equipment (smartphone or basic camera) and simple editing software.
Reference Script:
Visuals: Two men, one in a blue shirt (Man 1) and the other in a pink polo shirt (Man 2), stand in a sunny garden.
Audio: Upbeat, catchy music playing in the background.
Man 1: (Speaking directly to the camera, exasperated tone) Stop overpaying for sunglasses. It’s crazy that the most expensive thing you’re wearing is also the most fragile.
(Visuals: Man 1 holds up a pair of black sunglasses and gently folds them)
(Audio: Exaggerated snapping sound effect)
(Visuals: Man 1 looks disappointed, Man 2 shrugs sympathetically)
Man 1: Meet Shady Rays.
(Visuals: Text overlay: “SHADYRAYS.”)
Man 1: Sunglasses made for living hard and looking good.
(Visuals: Montage of people wearing Shady Rays sunglasses while hiking, biking, surfing, and rock climbing. Fast-paced cuts, energetic music)
Man 1 (Voiceover): Whether you’re hiking, biking, surfing, or climbing, Shady Rays has you covered. No matter where your adventure takes you…
(Visuals: Two men load a canoe onto a car roof rack. One winks at the camera.)
Man 2 (Voiceover): You’ll always look good.
(Visuals: The two men from the beginning stand by the car, giving a thumbs-up to the camera)
(Audio: Upbeat music fades slightly)
Man 1: Nice. Shady Rays are constructed with the same durable frames and high-quality polarized lenses as the big name brands.
(Visuals: Close-up shots of different Shady Rays sunglasses styles showcasing their frames and lenses. Text overlays: “Premium Durable Frames,” “Performance Polarized Optics,” “100% UV Protection”)
Man 1: At a fair price… with lost and broken protection. Because…
(Visuals: A woman rock climbing loses her grip and falls. Her sunglasses tumble down the rock face.)
(Audio: Dramatic “whoosh” sound effect)
Woman Climber: (Looking down in dismay) My sunglasses!
(Visuals: Man 1 appears at the top of the rock face and leans down to the woman)
Man 1: Happens. But we got you.
(Visuals: Man 1 hands the woman a new pair of Shady Rays sunglasses in a case. She smiles in relief.)
(Visuals: Quick cuts of various mishaps with sunglasses: a boy getting hit in the face with a frisbee, sunglasses falling off a rock, sunglasses getting kicked and almost run over by a car, sunglasses falling down a drain.)
(Audio: Sound effects of impacts, crashes, and “uh oh” reactions)
Man 1: Shades take a beating? Left them back at camp?
Woman: Hey, new sunglasses!
(Man 1 Voiceover): Drop ‘em, go to pick ‘em up, but kick ‘em, and they almost get run over, then you kick ‘em again, and they definitely get run over.
(Visuals: Man 1 throws his arms up in exasperation)
Man 1: We’ll replace them! Just visit our website, tell us what happened…
(Visuals: Man 2 types on a smartphone. Close-up of the website’s “Protection Program” page.)
Man 1: …and a Shady Rays team member will personally see that a brand new pair is headed your way ASAP. Hit me.
(Visuals: Man 2 tosses a pair of sunglasses to Man 1)
Man 1: (Catching the sunglasses and putting them on) ‘Cause when you’re livin’ life, your shades pay a price. But with Shady Rays, you don’t. Click the link for your new favourite shades.
(Visuals: Man 1 and Man 2 stand side-by-side, smiling at the camera. Text overlay: “SHADYRAYS.COM”)
(Audio: Upbeat music returns)
Man 1: Now, you may be asking…
(Visuals: Scene transitions to Man 2 and a woman relaxing by a pool in lounge chairs. Text overlay: “How does Shady Rays…?”)
Man 2: …how does Shady Rays provide quality shades…
Woman: …at the best prices…
Man 2: …with unrivalled customer service?
(Visuals: Man 1 stands in a forest setting. Text overlay: “Independent Sunglasses Company”)
Man 1: As an independent sunglasses company…
(Visuals: Close-up of a smartphone screen showing an incoming call from “Corporate Overlord.” The call is declined.)
Man 1: …we don’t answer to anyone but you.
(Visuals: Man 2 attempts to answer a ringing phone, fumbles with his sunglasses, and drops them.)
Man 2: (On the phone, struggling) Hi, can I…?
(Audio: The call disconnects with a “beep”)
(Visuals: Man 1 shakes his head disapprovingly. Text overlay: “NOT COOL”)
Man 1: Not cool. Shady Rays hears you. When you buy a pair from us, you’re part of the family for life.
(Visuals: Man 1 stands with Man 2 and the woman from the pool scene. They smile at the camera.)
Man 1: Our sunglasses come in all your favourite styles for all kinds of lifestyles.
(Visuals: A woman browses Shady Rays sunglasses on her phone. Close-ups of different styles and colours. She adds a pair to her cart and checks out.)
Man 1: And they’re priced so perfectly, you can pick up a pair for every activity.
(Visuals: Quick cuts of people wearing Shady Rays for different activities: lounging by the pool, rock climbing, working in a suit, and more.)
Man 1: Vacay shades, adventure shades, getting down to business shades.
(Visuals: Man 1 stands in the forest setting, holding a pair of sunglasses)
Man 1: These beauties are polarized, but not polarizing. Everyone loves ‘em! We have over 200,000 five-star reviews from our growing community who don’t let anything get in the way of a good time.
(Visuals: Text overlays of positive customer reviews with five-star ratings appear next to Man 1)
Man 1: Plus, we offer fast and free shipping. Go to shadyrays.com now to stop stressing and start living.
(Visuals: Man 1 points at the camera, text overlay: “SHADYRAYS.COM”. Final shot of Shady Rays sunglasses on a black background, with the brand logo and website address.)
(Audio: Upbeat music fades out)
Voiceover: Shady Rays. Sunglasses for life.
(Visuals: End screen with “SHADYRAYS.COM” button)