Good Example: https://www.youtube.com/watch?v=5hP_Zsh8Eak
This short film is about an up and coming elite rock climber – Savannah Cummins – among the ranks of the best in the world – and director spares no detail to show it. The hook is excellent; it is an opening narration by Cummins herself, with her laughing and exhibiting a positive attitude among extreme mountain climbing in Antarctica. Additionally, the multi-media aspect of the film, which contains still shots that emphasizes the danger of Cummins' climbs, are like magic. They put into perspective how small the climbers are compared to their trek, and Cummins' narration throughout them make it clear how "ready" she is for the task. Coupled with a use of background music that livens up each of the climbing scenes this short film does a fantastic job making your heart race during the extreme climbs – and ultimately melt when you get to see how passionate and skilled Cummins is about doing her job among the best rock climbers in the world.
Bad Example: https://www.youtube.com/watch?v=1Q39yGLPkMY
There is absolutely no hook in this commercial for the "ShamWoW." The commercial is one long take without any variation in perspective or movement of the camera. It seems like a skit was performed in front fo the camera, and the narrator is speaking as fast as a prescription drug advertiser reading off the potential side effects. Although a demonstration of the product is included, it could definitely be done in a more interesting and creative way to maintain the audience's attention. A "story" about the ShamWoW product is not told here; this is cheesy commercial and absolutely no connection is able to made with the ShamWoW's origin or benefit in the household.
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