A manifesto is usually used to refer to a video in which a company expresses its values, philosophy, and mission. Such a video manifesto can be used to create an emotional connection with the audience and strengthen the company's image.
In the example below, TOMMY HILFIGER's manifesto features star Lewis Hamilton (British racing driver, six-time Formula One World Champion). Yes, it is expensive (insanely expensive), and here's why brands use celebrities of this level:
- If a celebrity supports certain values or beliefs, their fans may be inclined to follow these same values and beliefs.
- The use of a celebrity can improve the trust of potential customers in the manifesto.