With a third of all internet traffic now coming from video, technology brands have to do all they possibly can to push the envelope and really get consumers and businesses sharing and talking about their promotional video output.
From a directorial point of view, technology products and services are considered to be innovative and luxurious. Aspirational imagery and language are therefore essential components in video to help sell ‘the dream.’ However, these are not the only elements of filmmaking which can turn a video view into a purchase.
Here we will take a closer look at some of these elements through great examples of technology video marketing campaigns done right.
Adobe’s Dream Bigger
This isn’t just about football. It’s about Adobe’s commitment to championing creativity and diversity in every corner of society. By focusing on real, relatable narratives and leveraging the influence of prominent athletes, the campaign hits all the emotional beats while showcasing Adobe as a brand that doesn’t just talk about empowerment—it enables it.
The campaign launched across platforms like Instagram, Twitter, and TikTok, where short-form, visually dynamic clips showcased key moments from the hero film, targeting younger audiences who dominate these platforms. Want to learn how to successfully create a multi-channel approach? Check out our blog on the death of omniscreening.
Squarespace’s “Hello Down There” Campaign
Squarespace’s “Hello Down There”, an in-house creation, delivered a clever and impactful message during Super Bowl LVIII, showcasing how the right website can elevate your presence and get you noticed—literally.
The campaign hit the perfect balance between humour and aspirational messaging, making a technical service feel approachable and empowering. It wasn’t just a one-and-done Super Bowl ad. Squarespace ensured the campaign reached far and wide by activating multiple platforms and extending the story well beyond game day. Squarespace ensured the campaign’s impact went far beyond the Super Bowl by activating multiple channels. Teaser clips on Instagram, TikTok, and X built anticipation ahead of the big game, while the full ad and behind-the-scenes content on YouTube extended its reach post-event.
The surreal humour grabs attention, but the real magic lies in its simplicity. It’s not about selling complexity—it’s about selling potential. By tying this big creative idea to a multi-channel strategy, Squarespace ensured the message wasn’t just seen but remembered.
Samsung’s “Micro Miracles” campaign
Created by BMB and Cheil Worldwide, this campaign takes us on a journey into the invisible world of semiconductors. Whilst these tiny components might not sound glamorous, the campaign transforms them into the unsung heroes of modern technology, celebrating their role in enabling everything from video calls to space exploration.
The campaign’s centrepiece is a 60-second film that uses nanotech to bring semiconductors to life. At the heart of the visuals are microscopic models crafted using two-photo nanoligraphy, a 3D nanoprinting technique – so detailed they are smaller than human hair’s width. This campaign was a success because using state-of-the-art 3D nanoprinting also makes the technology relatable to everyday audiences and how it plays an integral role. Samsung’s reliance on real microscopic models rather than CGI also added a layer of authenticity whilst positioning them as a leader in technological advancement.
Vodafone Ireland’s “Remote”
This is the perfect example of how you can turn a relatable, everyday scenario into something extraordinary. It’s a reminder that sometimes the best ads don’t sell you products—they tell stories that make us laugh and connect.
The premise is brilliantly simple: a family fighting for control of the TV remote. But instead of sticking to the familiar living-room squabble, Vodafone dials it up to 11. What unfolds is a genre-jumping adventure where the battle for the remote turns into gangster standoffs, medieval melees, and futuristic car chases. And yet, at its heart, it’s a story we all recognise: family dynamics playing out around the TV.
When creating video campaigns, think bigger. Take the mundane and make it magical.
Currys’ “Beyond Techspectations”
If you have ever experienced the pangs of “laptop rage” or struggled to use the latest device, then Currys understands your pain. In this campaign, they turn these relatable tech frustrations into funny moments while showcasing the expertise that sets them apart.
The campaign positions Currys’ colleagues as heroes of everyday tech struggles. they’re not just salespeople – they’re experts who will come to the rescue. This is the perfect example of Currys knowing its audience, and while some tech retailers focus on price and product, Currys leans into the human side and reminds us that real value isn’t just in the gadgets—it’s in the support that comes with them
Ring’s “This is Inner Peace”
When it comes to home security, it’s all too easy to lean into fear and urgency. But Ring’s “This Is Inner Peace” campaign takes a refreshingly different approach. Instead of warning us about the perils of the outside world, it reassures us, showing how their technology can bring calm to your chaotic daily life.
The ads are centred around relatable, everyday scenarios, from a package delivery during a work meeting to a curious visitor at the door. And then there’s the dog—a couch potato named Jeff, happily lounging on the sofa, caught red-handed via the Ring Indoor Camera.
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At Hurricane Media, storytelling is our strong suit. No matter what message your business is trying to put across, we will work with you to ensure that your video marketing portrays your business in the best possible light.
