April 9, 2020
How to Use Anthems in an Age of Solidarity
Anthems are taking over the airwaves. Every time you turn on the TV, anthem videos are on repeat. You might not have had a name for them up until this point, but now you know. Anthem videos are cinematic, highly emotional spots that use poetic language and empathy to explain or evoke a brand’s purpose.
Why Are We Seeing So Many Anthem Videos?
When seemingly everything in the world is uncertain, how do you as a brand tell your story? You don’t, at least not directly in a traditional “look at us” format. This is not the time to hock a product. It’s a time to show solidarity with wide audiences. You tell the story from the perspective of your customers and recognize their very current needs (dare I say wounds). These pieces seek to unite us.
Here’s a list of six of the top anthem videos we’ve seen recently (in random order):
6. Walmart’s Neighbors Anthem
5. State Farm’s “New Normal” Anthem
4. Slack’s TV Commercial
3. Youtube’s Educational Anthem
2. Walmart’s Employee Anthem
1. Facebook’s Anthem
What do anthems often have in common?