We are spending a few days with our friend and business partner, Ernest Bujok.
Ernie has recently bought a house in Tuscany, so he invited us (and about a dozen other people) to drop in for a few days.
The house is lovely, if still a work in progress, but at breakfast yesterday, we all had fresh squeezed orange juice. The oranges are easy to come by, and the juicer was an industrial standard machine, made in Australia by a company called Breville.
This being the world of the Internet, I immediately went on line to order one from Williams-Sonoma in New York, so it would be there when we got home.
The order site for the juicer had all the standard information about the product you normally expect, plus it had a video.
I can’t embed the video from Williams-`Sonoma, but take a minute to take a look at it. There is something very interesting here
The Breville Company, which I am sure makes very good juicers (I just bought one!), makes terrible video!
I have come to the site because I want information on a juicer. And what do they give me? A travelogue on Australia! Who asked for that?
The quality of the video should be commensurate with the quality of the product they are trying to sell.
It is not. The video is crap. On many levels, both content and editorial.
As video moves to the web, companies are going to start producing video for the web in droves. Breville is not alone. But the quality of the video is far far from the quality of both the text and the product (we hope).
Why did Breville, in its first shot at video, suddenly turn into The Travel Channel? or the Australian Chamber of Commerce? All I was hoping for was a short video that would really show me the product up close.
When the printing press was invented in 1452, our only experience with books was with religious texts. So it stood to reason that when the first books were published, they would also be religious texts. This is what we were used to for ‘books’.
Up until now, video has been the domain of news and TV shows. It stands to reason, in a strange way, that when everyone starts to produce video, they will naturally gravitate toward the formats that they feel most comfortable with – hence Breville starts making travel videos about Australia, which then bleeds into a kind of very badly shot psuedo TODAY SHOW segment on juicers.
Its interesting because it is so limited.
But it also means that a massive, almost unbelievable opportunity exists for the creative VJ with a camera, a laptop and the ability to think out of the box.
Breville is not alone. Quite literally thousands and thousands of companies are going to need video produced for their websites. And like Breville, they are not in the video business, and like Breville, should not be!
But their need for content – content specific to their product, is real. And judging from the Breville video (and a half dozen others I found when I searched Youtube for Breville Juicer) this is largely untouched territory.
Of course, I immediately wrote to Breville to tell them what crap their video was.
I am still waiting for an answer… but, of course, it’s Sunday.