Nordstrom makes some fascinating creative decisions for a “top-of-the-funnel campaign”
This two minute ad, “An Open Mind is the Best Look”, stars part-time actors and non-professionals and is built around ad-libbed dialogue from Carol Hickey, an acting coach. Nordstrom asks viewers to “Be receptive, be flexible, be present”, and wants viewers “to feel something first and then, perhaps, scoop up that metallic puffer vest”. It is worth comparing this to Netflix’s own top-of-the-funnel campaign (meaning, for generating broad awareness of the brand), a somewhat related visual “argument for why diversity is good for business, entertainment and humanity”, and which also happens to end with a call-to-action to click on the video to subscribe to Netflix.
7 Ingredients™ tags: Creative, Production, Sales
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