Inspiration comes in many forms, but a fantastic starting place is seeing what's already out there. We've pulled together our picks for the top 11 marketing animated videos of 2024. They all have something in common: compelling narrative, well-thought-out and striking visuals, and incredibly well executed animation.
A quick word on how best to use these examples to gain inspiration. You'll probably already have a sense of the budget you'd like to spend, and (hopefully) have solid brand guidelines in place. However, your personal preferences also plays a core role in how an agency will approach your project. Your core colours, identity and tone of voice will form the foundations, but the world is your oyster as to where you take it from here. Gaining inspiration from the best in the industry can help you craft compelling video content. Although here are 7 times the big brands got it wrong...
Here are the 11 best marketing videos of 2024 to inspire your next project.
Google’s “Google for Work” explainer video showcases how their suite of productivity tools enhances workplace efficiency. Using sleek, modern animations and straightforward narration, the video effectively demonstrates real-world applications of Google Workspace. The clear messaging and engaging visuals make it easy for businesses to understand how Google’s tools can simplify their operations.
The BBC Red Button video expertly combines live-action and animation to highlight the interactive features of their service. This dynamic approach not only informs viewers, but also engages them through clever use of transitions to show off the interactive elements. This hybrid format is both visually appealing and informative, makes you want to explore the Red Button (it made us want to anyway).
KFC’s Youth Foundation video stands out with its vibrant animations and compelling storytelling. The video focuses on the foundation’s impact on youth and communities, using real stories and dynamic visuals to create a strong emotional connection. This is a really compelling narrative that effectively communicates KFC’s commitment to social responsibility and community support. But it's also not overdone - they got the balance just right.
Amazon’s Smart Home video uses character animations and relatable scenarios to showcase the convenience and innovation of their smart home products. The video effectively demonstrates how these products can seamlessly integrate into everyday life in a way that makes the technology both accessible and desirable for consumers. Really, they are trying to position themselves as 'thought leaders', and we think they achieved this rather well.
The Association of British Insurers created this cute animated video using two Robins to convey the narrative. The narrative effectively conveys the message that pension providers and insurers are committing over £100 billion to support the UK economy and combat climate change. But it does it in such a way as to draw viewers in and keep them watching.
VISA’s “Threat Intelligence” video has an unmistakable tech feel, but set in a clean, minimalist environment with snappy animation transitions. This visually compelling approach engages viewers in real-world threats and VISA’s solutions, whilst making complex cybersecurity concepts easy to understand. The clear, uncomplicated narrative further underscores VISA’s expertise in the field.
Fortem’s explainer video addresses resident concerns during a large-scale retrofit program. The video demonstrates how Fortem will make energy-efficient upgrades using a 3D modelled home. The video explains the benefits of these upgrades and the steps involved in a clear, and easy to understand way. This straightforward narrative ensures that residents understand the steps involved, emphasising Fortem’s commitment to quality and transparency.
Facebook challenges the notion of rigid brand colours in their captivating explainer video. The video combines a clear, conversational narrative with strategic use of interface scenes and visually stunning design. Unique colours and characters enhance the storytelling, while flawless animation elevates the experience. This example demonstrates how to maintain brand identity while pushing creative boundaries.
American Express’s explainer video for their Platinum card uses an interesting art style and fluid transitions to convey luxury and exclusivity. The video highlights the card’s premium benefits, making it appealing to high-end customers. But they also give the animation a human feel through the use of textures and using 12fps. All this effectively communicates the value of their Platinum card (and promised lifestyle to boot).
Intel’s “Hype” explainer video uses a text-led approach to storytelling. The visuals provide a lovely contrast to the simple, clear explanations and help to position Intel as a leader in tech innovation, who also understand the human side of the equation. Their tech is there to support us humans after all.
Harrods animation highlights the luxury retailer’s sophisticated approach to customer engagement, and how that's of benefit to their advertisers. The narrative clearly explains Harrods’ new partnership offering, “Single View of Customer,” which provides richer insights into customer behaviour. But really it's about instilling in the audience a sense of prestige and being proud to be part of the something that's about to evolve in a big way.
These top marketing videos of 2024 highlight the power of creative storytelling, engaging animations, and clear messaging. By drawing inspiration from these examples, you can start to unlock the secrets that create highly engaging animations. Narratives that hold your viewers attention, and deliver the outcomes you want.
If you want to learn more about video strategy, check out our blog on harnessing the power of animated video in marketing.
And it goes without saying that bouncing ideas around with a creative agency can also do wonders for gaining inspiration.
