The Power of Words – 108 Seconds Changes Everything

This video clip delivers more power, emotion and education in less than two minutes than the majority of programming can deliver in two hours:

This video isn’t even a video, it’s an advertisement, and the most effective advertisement I have seen in years.   I was not familiar with Purple Feather until I saw this video, but I certainly am now! What a powerful example of the power of  words and the power of messaging.  There are a number of other devices and techniques used here, in less than 2 minutes, which can be used to improve any speech, presentation, announcement, etc.  Here a few: 

1) Re-Framing – The message is terrific, the way it was framed was even better; while entitled The Power of Words, this video could easily be entitled The Power of Properly Framing an Issue.

2) Imagery – The words painted a picture, the message was clear, and it can be visualized – “It’s a beautiful day, and I can’t see it” 

3)  Word choice – not only in terms of context; in terms of ease of understanding. The power of words indeed!

 4) Story – Most people envision a story taking time, having numerous characters, etc. – this video illustrates how quickly an entire story can be told:

Victim – blind man, Antagonist – apathy, Hero – woman who re-writes sign, Action – changing wording on the sign, Transformation – donations start pouring in

 5) Call to Action/Emotional Appeal – the emotional appeal, and call to action, while understated verbally, is very clear

 6) Senses – The picture painted utilizes sight, touch, sound  (all of which could be used with no visuals but descriptive language instead in a presentation)

On a final note, I like the use of “and” rather than “but” “It’s a beautiful day and I can’t see it.”  The conjunction “but” is often used in a contrast like this, but I find that “and” amplifies the power of the contrast significantly – strictly my opinion. 

Kudos to Andrea Gardner and the Feather team and a big thank you to my mother for bringing this amazing content to my attention!

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6 Responses to “The Power of Words – 108 Seconds Changes Everything”

  1. Wow! You’re right Matt. POWERFUL!

  2. Fantastic video and excellent analysis, Matt. Thanks much for sharing.


  3. Anyone know where the song in this ad is from ? Would really like to know.

  4. Hi Ross – Music is by GIles Lamb

  5. This is simply AMAZING!

    Thank you for posting!

  6. it’s very well shot, but not original. this is (as far as i know) the original bij Alonso Alvarez Barreda. it won a prize in the Cannes Film Festival

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