Film
Still On The List
She asked in March. Nobody called her back. A short film about the customer who reached out once and never heard from anyone again, and what happens on the day somebody finally opens the list.
A study, made for a category rather than a named business. Client work appears here only once the client has seen it and agreed.
01
The premise
Every business that has been running a few years is sitting on a list of people who once put their hand up. They filled in a form, they rang once, they asked a price. Then nothing happened, on both sides. The film is about that gap and the person inside it, who is not angry and has not thought about you in months.
02
Why a film and not an ad
The two forms have opposite jobs and it is worth being blunt about it. An ad has to be legible to a stranger in one second, which is why the spots on this wall are built around a single readable object. A film is allowed to withhold. It can open on a face and take eleven seconds to explain itself, because a person who has chosen to watch a film has already given you the thing an ad has to win.
03
What it deliberately does not do
No product, no logo until the end, no claim, no before and after. Nothing in it can be checked against a spreadsheet, and that is the point. It is not trying to sell a service in forty-seven seconds. It is trying to make an owner recognise their own list.
04
Where it sits
It is the top of the funnel, not the bottom. Its job is to make somebody want to know who made it. That is a different measurement from the spots, and holding the two to the same standard would ruin both.
Measured
What the test said.
Every piece is shown to four different models with the sound off and the captions stripped, and each is asked one question: what is this selling? The numbers below are those answers, including the ones that went against us.
- Runtime
- 47 seconds
- Format
- 3:4, one continuous idea
- Graded from
- A single overcast afternoon
- Measured on
- Attention, not category recovery
The one piece on this wall that is not required to introduce itself in the first second, and the only one we would open a conversation with rather than close one.
Yours
Get a spot made for your business, free.
Ten seconds, one moment, in your brand, put through the same test as everything above. We make a set number free each month. Tell us what you do and what you would want people to stop on.