Levi Davenport's Bligity Blog

The F5 Corporate branding video, found at http://www.winmaxvideo.com/corporate-video.html is a You Tube video from an unknown corporation, which is touting their new F5 network, a technology that has been developed to solve problems that the computer concern previous had faced as the amounts of their stored data related to applications they run had jumped significantly.

After watching the F5 networks corporate video three times, I finally got a sense of what F5 does, although the video doesn’t convey what it is, at least not in a technical sense. I have watched videos about people who perform at trade shows, and accordingly, I was able to figure out what this video production company was trying to do. When a company product is considered too complex to present to the public, professional presenters transform the explanation into something simpler and more manageable.

In this case, the networks corporate video transformed a discussion about F5 into a visually almost surreal demonstration of computer logic acted out by mimes using fantasy equipment. At times the visual material in the video is realistic, for example when we watch a technician working among rows and rows of linked computer hardware. The video transforms stacks of computer semi-conductor memory into life size blocks, which are manipulated by a mime to illustrate points being made by the narrator. As the narrator explains that F5 can redirect traffic and prioritize resources, an actor manipulates the large stacks, pushing some away, moving some to other places. He is squatting in a computer area surrounded by several of these large stacks, like a miniature man in the computer, i.e. like F5 in human form.

After presenting the scene with the transformation in it, the video shifts back to more realistic presentation. The narrator hints at the fact that some time back, the concern ran into trouble because they weren’t able to keep up with the amount of data storage that goes along with the large number of customers they have. They acknowledge some types of mistakes made in the past, and it becomes apparent that the purpose of the video is to assure users that with this new F5 technology that the company has everything under control.

After this interlude of realty the video reenters the realm of fantasy to show us how F5 is capable of altering the memory storage architecture of the computer. The corporation wants us to understand that F5 can change the architecture, even in the midst of a project, and enable the company to avoi8d being locked into one pattern of data storage. A mime stands before an interlocking semi circular structure made of lookalike units. He thrusts out his arm and half the structure swivels around to the right. He thrusts out his other arm and a similar change takes place on the other side. His movements signify how F5 is able to successfully change the architecture of memory storage within the main system hardware.

Whether or not the branding images in this video, will alleviate customer fears of the past and replace them with a positive outlook the transformations themselves were pleasant to watch.They are suggestive of a modern space epic, of a compact computer unit driving a space station or some large intergalactic community. The video background is frequently an other worldly muted red, which adds to the surreal feeling.

The 3/5 rating of the video on You Tube, however, indicates that a lot of people were not that happy with it. The video talks down to the viewer, and this is embarrassing, even humiliating. While hinting at the fact that there was a problem in the corporation, and that the F5 network is the solution, the lack of concrete details about how F5 will work, would make me a little suspicious about the future, if I were using their system. Furthermore after seeing the video five times, I still didn’t know what corporation is making this video? The name is never presented, not even once.

In all fairness to the company, however, it is possible that the video was made to send out to users of the company’s data storage and main frame services, and that they are expected to know the company. It may be meant to give them assurances that problems which occurred in the past, which are alluded to in the video, will not occur in the future thanks to the F5 network. The level of technical knowledge presented in the video may sufficient for addressing this population.

Transformational branding is creative, and therefore progressive. Its success may depend on knowing who is being targeted and knowing how they will respond to the branding approach.