In a world where low-fi, user-generated content (UGC) style ads are losing their edge, Neutonic’s new Black Friday campaign stands as a bold reminder that social media video production can—and should—do more than just blend in. Featuring the talents of Chris Williamson and James Smith, this campaign takes a fresh approach by focusing on storytelling, humour, and audience engagement.
When the team at GenFlow approached us to produce Neutonic‘s Black Friday videos in Sydney, we knew we had an exciting challenge ahead. We collaborated with the UK based team to create a series of videos that would stand out in crowded feeds while staying true to the brand’s personality. With a long list of deliverables, including stills and video content, we planned and executed a full day in the studio to make it happen.
What Makes These Ads Different?
These videos were designed from the ground up to perform on social media. Filmed entirely in-studio and formatted in 9:16 vertical to streamline post-production, they’re tailor-made for platforms like Instagram and TikTok. The vertical format ensures they not only grab attention but also feel native to the platform.
The campaign blends humour and authenticity, with each skit playfully highlighting common Black Friday sales tactics. Every video delivers a unique story and personality that feels fresh, entertaining, and highly engaging.
Video 1: James’s Bold Black Friday Plan
In this skit, James pitches a daring and unconventional strategy to boost sales for Neutonic. Sharp wit and playful commentary on marketing trends make this video one of our favourites.
Video 2: Chris Hesitates Over a 20% Discount
Chris suggests a legitimate 20% Black Friday discount but falters when he realises the cost might come out of his own pocket. This humorous twist captures the tension between profit and strategy.
Video 3: James Introduces “KSI” (Key Scam Indicators)
In the final video, James shares his hilariously named “Key Scam Indicators,” poking fun at some of the questionable tactics brands use to drive sales.
Why This Approach Matters
For marketers grappling with declining returns on UGC-style ads, Neutonic’s campaign offers a roadmap for a new direction. By investing in creative storytelling and high-production value, brands can stand out in feeds flooded with low-effort content. These videos are proof that audiences are more than willing to watch ads—when they’re done right.
The numbers back it up. The first three videos in the campaign have already garnered over 667,000 views on Instagram within seven hours. The feedback has been overwhelmingly positive. Comments like “Best ad I’ve seen in a long time” and “BAHAHAAH THIS WAS HILARIOUS” highlight how well this approach resonates.
A Smoother Social Media Video Production Process
The success of this campaign also highlights the benefits of efficient social media video production. Shooting everything in a single day in-studio allowed us to control every detail and maximise our time. The 9:16 vertical format not only enhanced the videos’ platform relevance but also simplified post-production, ensuring faster delivery without compromising quality.
A New Era of Social Media Marketing
These videos represent more than just a successful campaign—they’re part of a larger shift in how brands approach social media video production. They show that humour, authenticity, and a focus on storytelling can create content that doesn’t just sell—it engages.
If your brand is ready to explore how a fresh approach to social media content can help you break through the noise, we’d love to chat. Get in touch with Story Machine to see how we can create social-first content that delivers real results.
