What's mine is mine and what's yours is mine.
This week's most interesting videos, made by and for organisations.
Not every organisation is granted the same type of attention.
In his excellent book No Bulls**t Strategy, Alex Smith explains that we dole out headspace in different ways.
For certain purchases, like toilet paper, we're not willing to put too much thought into it. He suggests those companies focus on consistent but superficial comms.
For more interesting categories – tech, travel, fashion – we're happy to go deeper, and so these companies have the scope for longer, more nuanced, and more creative messages.
When the first type of company attempts the second type of comms, there’s an “attention mismatch”, which means even really good work can fall flat. Ultimately, nobody needs their toothpaste to take them on an emotional journey.
Ryan Reynolds and Hugh Jackman’s Hot Ones is a real treat (25 mins)
From time to time, two actors become the main characters of the internet as the media circus around their new film ramps into overdrive. It happened with Sydney Sweeney and Glen Powell for Anyone But You, then again with Andrew Scott and Paul Mescal for All of Us Strangers.
Now it's the turn of Ryan Reynolds and Hugh Jackman, who are popping up in every conceivable interview format to promote Deadpool & Wolverine. Their chemistry is always enjoyable, but this appearance on Hot Ones is a sheer joy.
It's so fun to see formats that genuinely give us new insights into the most familiar faces. And no-one does it better than Hot Ones, with its combination of excellent, unusual questions and searingly spicy chicken wings. (Watch on YouTube)
Nike’s new spot casts true winners as borderline sociopaths (1m 30s)
You’ve probably seen Nike's much-lauded new spot already, but I couldn't not give it a mention.
Directed by the peerless Kim Gehrig, it's stylistically textbook Nike. But the idea at its heart – that winners are often dicks – and the way that comes to life, makes it feel bracingly fresh and exciting. (Watch on YouTube)
Lacoste proves less is more in with its quiet summer-time short (25s)
This video look book from French fashion brand Lacoste is giving perfect summer vibes. It's also a reminder that calm, quiet and still, cuts through our noisy, chaotic and attention-seeking social feeds. (Watch on Instagram)
The LA Times takes us inside the queer line dancing community (11 mins)
This charming short documentary about a queer line dancing club in LA covers such a lot of ground, weaving together music, community, gentrification and history. Its tone is very measured – celebratory in parts, nostalgic in others, but always rooted in reality.
The final minute or so is some of the most uplifting footage I've seen this year, set to an incredible, and as yet unreleased, Kesha and Orville Peck track called Tennessee. (Watch on YouTube)
The National Gallery shows us how to look at a painting (2 mins)
I'm sure some people will find this guy a bit too “kids' TV presenter.” But I can overlook that, because I admire what London's august National Gallery is doing with short form video.
It's such a simple premise – how do you actually look at a painting? – but this is exactly what making art more accessible looks like. (Watch on Instagram)
YETI’s new doc is about art, drugs and fishing in 1970s Florida (1m 30s)
YETI is known for making outdoor products, like coolers, camping chairs and water bottles. It's less well-known for making 35-minute documentaries about a bohemian group of poets, writers and musicians who came together in Key West in the 1970s to create, fish, and get really, really high. But this is the world we live in now folks.
I've not yet watched the full-length film, but the trailer is intriguing, and promises to go way beyond what we've traditionally thought of as branded content. (Watch on YouTube)
Snickers India goes full throttle with its new twist on an old idea (1m 20s)
It's always interesting to see how big brands put a new spin on long-running campaigns. Snickers' “You're not you when you're hungry” has had many fun incarnations, and this is a good addition to the set.
In India, a driving lesson goes awry as the instructor lives out his action movie fantasies... (Watch on Instagram)
If you really loved me, you’d get me this luxury lolly holder (15s)
Ladies and Gentlemen, I give you luxury Italian brand Fendi. Sticky-lipped lollipop-monger Chupa Chups. And their new high-end lollipop holder. The collaboration we need? Or the one we deserve? (Watch on Instagram)
“Respect the consumer’s deep ambivalence for the game you’re playing. Only then can you overcome it.”
Alex Smith