August 15th, 2012 by Tim Greenhalgh
I love this perfect marketing film about the invisible bicycle helmet â€“ and I love the idea even more.
To say the film veers to the laid-back is an understatement but it works for me on every level, not least the fact thatâ€™s itâ€™s in Swedish and weâ€™re having a big cultural hug-fest with the Nordic countries right now. Yep. I have watched it a few times, to get the sub-titles after watching the flow and it gets better with every view.
The filmmakers actually break a few online film laws themselves â€“ itâ€™s 3 minutes, 35 seconds for goodnessâ€™ sake. Surely we know that you have 30 seconds, 1 minute max for online marketing videos? But it works â€¦ really well.
Whoever developed the storyboard and wrote the script deserves an award. During the 215 seconds runtime weâ€™re introduced to the invisible bicycle helmet inventors Anna Haupt and Terese Alstin and get to spend some joyful quality time with them â€“ real quality. By the end, we know they are special and have a world-changing product.
They also throw in a nice MacGuffin that has you distracted, which I wonâ€™t spoil by telling you about it.
But itâ€™s only at the very end of the film that we have the â€œrevealâ€. By the time you get there, you know this product is exceptional. The fact that itâ€™s to be marketed for women doesnâ€™t discombobulate you for a single second.
The film is a must-watch. See The Invisible Bicycle Helmet here and hope you enjoy it as much as I did. You can also find out more about the Invisible bicycle helmet, or HÃ¶vding (which means â€œChiefâ€ or â€œPrinceâ€, I think) here.
As the film says: â€œIf people say itâ€™s impossible we have to prove them wrong.â€