Compare these two spots.
Both are from tech giants. Both have great production value. Nice writing. Well-directed. Good-looking film. But there’s a very different feel in how we connect with each.
One talks at us, the other shows us.
One tells us exactly what it is trying to say, the other invites us in.
One feels corporate (although it shows humans), the other is human.
One is ye old Manifesto. The other is a story.