Great Videos from Ordinary Businesses - Purple Feather
The Power of Words: Purple Feather
In the 6th in the series we look at a video by Andrea Gardner's Purple Feather, based in Glasgow, Scotland.
Although this post is about ‘The Power of Words’ I would encourage you to watch the original Mexican/USA film. The fact that it is in Spanish does not matter, you will follow its story that “with a stroke of the pen, a stranger transforms the afternoon for another man”. You can view Barreda’s ‘Historia de un Letrero (The Story of a Sign)’ below.
The video illustrates that by changing the words you use you can turbocharge your message. However, it is a little ironic that Purple Feather use the power of visual story-telling, coupled with emotion loaded music, to make that point.
The makers demonstrate a good understanding of visual communication, for instance contrasting the life experience of the man with those around him, always in a way that builds the viewer’s empathy with him. Even his physical placement on the pavement at the bottom of the set of steps, literally placing him below everyone else, helps to build our sympathy for his situation.
Another thing worth noting is that Barreda’s short film was around five and a half minutes whereas ‘The Power of Words’ is less than half that length. The brevity seems to intensify the emotional impact of the video, as does the music by Giles Lamb and the colour grading (the video has been given a golden tone, almost matching that in the Barreda’s film).
The video tugs at your heart strings and just as you are reaching for the Kleenex, in comes the clever twist at the end. As a copywriter and producer I’ll admit it’s one of those occasions when I think to myself, “now why didn’t I think of that!”
Key takeaway from this video