When I was looking up video ads I could reverse engineer I found this one and recognized it from my Instagram story feed. I had never watched it before but one of my social media platforms is Instagram so I decided to evaluate this ad. It starts out saying exactly who this ad is for squarespace and then says who is featured in this ad, Keanu Reeves. They have Keanu Reeves explaining what squarespace is in the desert like he is camping.
I like that it starts out so strongly with their logo, it makes the company more memorable. Keanu Reeves begins by talking in his sullen adventure voice like he does in his movies. This reminds you how you recognize him from films and gives you a connection to the product because of his fame. Keanu is going over what you have to do to start a website and showing how easy it is, even showing that he has his own motorcycle website. He makes it clear that anyone can build a website in a few simple steps. The setting is at night so the computer screen that Keanu is using stands out brightly showing what squarespace has to offer.
It’s rather long for an ad (2:37), especially one that is advertising on social media where hardly anyone pays attention to a video that is longer than 30 seconds. I almost quit watching the ad and chose a different one because I felt like it was too long. At the very end it has a little message “DOMAINS | WEBSITES | ONLINE STORES” This is a good message saying you can do these things through squarespace but I think they should have included this message at the beginning as well as the end, especially because it is a longer video.
The design that stood out to me was its use of contrasts. It’s nighttime in the video and there’s a large fire that draws your eye to Keanu Reeves. Keanu is wearing dark clothes so his face stands out against the dark night and his clothing so you pay attention to what he is saying. The computer screen he is holding during the commercial is very bright against the dark night. They used contrasts to their advantage the entire video and draw your eyes exactly where they want them.
Because this was advertised on an Instagram story there’s not any liked but they can collect followers through the video and see how many people have viewed the story. This video is also located on YouTube and it has over 400,000 views and 4 thousand likes with only 65 thumbs down. I’d say that this is a successful ad.
Link to video: https://www.youtube.com/watch?v=WqnhN2Rzaqc