Atomic Way

The Corporate Film Fallacy

Beautiful, but where are the sales?

If you've been in the advertising business for any length of time, you're probably quite familiar with "Corporate Film". It's beautiful and it's been produced for thousands of corporations. It's so common that conventional wisdom suggests corporate film companies might be the ideal approach for branded infomercials. This just isn't true.

Turned into an infomercial, corporate film might look like art, but it doesn't sell. Our research shows that it fails because consumers find corporate film infomercials boring, uninformative, and lacking credibility. In other words, they change channels long before anyone softly asks for the order.

So, while corporate film has made companies proud, it just hasn't delivered solid sales results. The list of companies with failed corporate film infomercials is long and includes several top consumer powerhouses.

At Atomic, we believe every client deserves infomercials that make them proud and sell lots of product. That's why the Atomic way delivers a unique combination of smart salesmanship and brand-savvy creative. Core to our success is being able to see the difference between artistic looking video that's boring to consumers and great video that sells product.

For more in-depth discussion of the surprising problems with corporate film infomercials, check out our articles.