Manifesto films – or brand statement films – have become a familiar “dish” in the communication strategy of businesses. But this popularity is causing many works to fall into the “similar” zone: same colors, same music, same safe messages such as “green living”, “community engagement”… As a result, the films are still beautiful, still correct, but lack an important element: difference. This article analyzes the reasons, and at the same time presents 7 test questions that any creative team should ask before starting production.
When everyone says “the right thing”
In the past 5 years, the explosion of social media and video marketing has led many brands to choose manifesto films as a way to affirm their vision, core values and identity. It is undeniable that this is a powerful format: cinematic images + emotional voice-over + emotional message.
But the problem is, when many brands choose the same “safe values” — environmental protection, love, sharing, hope — without digging deep into the roots of their own stories, the manifesto film can easily become “a beautiful video you’ve seen somewhere before”.
This is even more evident during peak media seasons like Tet or Earth Day: dozens of brands, from milk, banks, FMCG to technology, release films with the same warm yellow tones, piano/violin music, emotional dialogue, and… a “beautiful” but generic message.
The Reasons Why Differentiation Disappears
Marketers’ Safety Mindset
Under pressure from KPIs and budgets, many marketers choose to “follow a formula that has worked” instead of trying something new. Creativity is limited by fear: fear of not being understood by the audience, fear of negative reactions, fear of not meeting engagement metrics.
Production process focuses on form over content
Some teams focus on beautiful images, “hot” casting, magnificent settings… but lack a sharp message, leading to beautiful but easily mixed-up works.
Not starting from “brand truth”
The core value of the brand is the foundation of the film manifesto. If you only rely on trends and ignore this root, the film will be like wearing a fashionable shirt that doesn’t fit.
Lack of creative “fingerprints”
Many brands have not yet formed a distinctive visual language, sound, and color so that even when the logo disappears, the audience still recognizes it as them.
7 “Life and Death” Questions for Creative Teams
Here are 7 questions to help creative teams self-check before approving ideas. If 3 or more questions are not answered clearly, it is likely that the script is slipping into the “similar” zone:
What is the truth of my brand and where does it come from?
If this story can replace the logo and be attached to any other brand, it means it has not reached its own identity.
Is the insight being exploited deep and unique enough?
Don’t stop at “everyone loves nature”, find a new perspective: for example, “the moment a child first plants a tree and names it”.
Can the viewer summarize the film in one sentence?
If it takes 2–3 sentences to describe it, the message is not clear and strong enough.
Does the narrative structure break predictability?
Instead of being linear, try telling it from the perspective of a surprising character/object, or starting at the climax and working backwards.
Do the visuals and sounds have a brand “fingerprint”?
Are the main colors, frames, jingles… recognizable after just 3 seconds?
Is there a “hook” strong enough to go viral?
A line, an image, a single detail that every media version attaches to.
If I don’t play it safe, what am I afraid of?
Often, it’s the things I fear most that make the difference: a controversial quote, a character who isn’t “pretty enough,” a crude setting.
Expert Advice
- Start from the brand’s roots, not trends.
- Dare to leave 1–2 “unsafe” details — they are emotional anchors.
- Develop your own visual language: film color, music, shooting style, editing speed…
- Check with 7 questions before approving — consider it an idea “filter”.
Conclusion
A manifesto film is a powerful tool for inspiring and affirming a brand. But that power only comes when the work is truly different. In a sea of “correct but similar” messages, what makes a film stand out in the audience’s memory is not superficial perfection, but a true story, a unique way of telling it, and a creative fingerprint. The 7 questions above are the guiding principles that help creative teams escape their comfort zones, turning each manifesto film into a unique milestone in the brand journey.
