In the modern marketing world, promotional videos are not only for selling products, but also to affirm the identity and values of the brand. In which, the manifesto film – or brand statement video – is considered the “heart” that inspires and connects emotionally with customers. However, because most manifestos say “big and beautiful” and universal things, many brands fall into the situation of… being so similar that only the logo is different. This article will explain the true meaning of manifesto film, and at the same time provide 10 checklist questions to help you stay different.
What is a Manifesto Film?
A Manifesto film is a short film, usually 1–3 minutes long, used to convey a brand’s manifesto – the values, vision, reason for existence and direction that the brand pursues.
Unlike a sales TVC (which often revolves around a specific product, promotion or feature), a manifesto film focuses on “why we exist” rather than “what we sell”.
In other words, a manifesto film is like a vow, a public commitment to how the brand will live and act, rather than simply a short-term communication campaign.
Meaning of Manifesto Film
1. Deeper emotional connection with customers
Consumers buy products not only for their features, but also for the emotions and values that the brand represents. Manifesto films create an emotional “bridge” that helps customers feel like they are on the same page with an ideal.
2. Strengthening internal culture
Not only for customers, manifesto film is also a “compass” to inspire employees, helping everyone understand and believe in the company’s direction.
3. Building long-term positioning
A promotional TVC may expire after a few weeks, but a powerful manifesto can be reused, tweaked and repeated for years, as long as the brand value remains the same.
Why are so many Manifesto Films “similar” to each other?
There are three main reasons:
1. Universal, easy-to-copy values
Topics like “green living”, “women empowerment”, “community connection”, “for a better future”… are universal messages that any brand can use.
2. Following trends, lacking roots
Many brands choose messages because they are “hot” on social media, but do not originate from their own story, strengths or history.
3. Lack of brand recognition
Music, images, voice… do not have the brand’s characteristics, leading to the fact that if the logo is removed, viewers will have difficulty recognizing who the video belongs to.
10 Checklist Questions – The Secret to Standing Out from the Crowd
To make your manifesto film both inspiring and “unique”, try answering these 10 questions when writing a script or brief for the agency:
- What are the roots of my brand? What history, values, or founding moment gave birth to this brand?
- If I took away the logo, would viewers still recognize this as “me”? Are there any recognizable images, sounds, colors, or camerawork?
- Does this message come from a real brand experience? Or is it just a “big beautiful” line that any brand could say?
- Is the script language consistent with the brand voice? Is it funny, strong, approachable, fierce… or is it a mix of voices that is unclear?
- Are there any industry-specific elements that are clearly present? For example, F&B requires you to “smell” the flavors and hear the sounds of cooking; fashion requires you to feel the materials and seams; technology requires you to see how the product improves life.
- Is the perspective new or surprising? Can the audience exclaim: “Wow, no one has ever said that before”?
- Is the storytelling structure unconventional? Tell it backwards in time, from the perspective of a special character/object, or open with an unexpected situation.
- Is there a strong “hook” in the first 5 seconds? If the first 5 seconds are similar to every other brand, the possibility of being overlooked is very high.
- Can viewers retell it in a short sentence after watching? If the story is too vague, difficult to summarize → the message is not clear enough.
- Can this scenario be developed into more content? Let the story live long, spread across multiple channels, not just stop at one video.
Conclusion
A manifesto film is not a “show-off” TVC or a fancy speech. It is a “life oath” of the brand, told through images, sounds and emotions, to create a lasting bond with customers and internal teams.
However, because manifestos often touch on common social values, it is easy to fall into a state of “similarity”. Only when brands dare to delve into their own stories, use a distinctive tone and language, and apply the 10-question checklist above, can manifesto films truly become a distinct communication “weapon” – not only memorable to customers, but also difficult for competitors to imitate.
