Do you catch up on dramas during the holidays? I took advantage of the rare holiday to watch several dramas in a row, adding up to fifty or sixty episodes in a row, and the "ancestral" and "Tudum" sound effects at the beginning of Netflix were also "carved smoke and lungs".
Italy's Netflix's latest camppaign focuses on the familiar "poof", for many people, a "poof" like some kind of conditioned reflex, meaning that the good drama is about to be staged.
However, the "poof" in this advertisement is not followed by the trailer of Netflix's latest work this year, but some scenes of daily life, which are as dramatic as the film and television dramas provided by Netflix, which make people feel meaningful and curious about what will happen next.
The story could begin with a mysterious call. When you pass a public phone, it rings coldly, and there is no one else around you but yourself.
It could be an episode that accidentally exposes privacy. When you're at home with a friend, your pet "doesn't know" an ambiguous object.
It could also be a deeply troubled journey, lost in the jungle; receiving cell phone numbers and dating signals from restaurant waiters; returning to the door only to find the garage lit up; passing by to see two men carrying humanoid packages into the trunk of the car; the night of thunderstorms, there seems to be strange movement by the window...
These life clips are followed by a "poof", which is likely to become the prelude to a good story, and people can't help but start to think about it.
Netflix's opening animation is only 3 seconds, "poof" is only less than 1 second, it is precisely because the opening is short enough, if you pull the progress bar may miss the positive film, do not skip will not make people feel impatient, over time has become the audience's mind of the Netflix brand identity of the element.
Unlike many studios whose titles are about 10-20 seconds long, the opening animations of many streaming platforms today also follow the principle of "short", such as Amazon Original, Max Original, Apple TV+ Original, Disney+ Original, etc. The short and concise title is very much in line with the habits of streaming media users, shortening the waiting time between the title and the main film, and ensuring the audience's interest in the film.
The opening sound of Netflix's "Oops" comes from the final scene of the second season finale of the American drama "House of Cards", that is, the sound of Francis Underwood knocking on the desk in the office after becoming president (almost I believed it). However, it was quickly confirmed that "Goop" was made for Netflix by soundtrack master Lon Bender in 2015, and the sound of him tapping the cupboard with his hand wearing a wedding ring was the prototype of "Goop".
As some Netflix works continue to go offline in theaters, Hans Zimmer, a film scorer who has scored for "Inception", "The Lion King", "Batman" series, etc., has produced a new version of the title for Netflix, and this version of the title still retains the "Oops": Don't ask, ask is not changed to the original sound effect.
Nowadays, "Oops" not only represents Netflix in the form of sounds, but also appears in other Netflix-related content in the form of onomatopoeia words, and it seems that it is bound to engrave "Oops" into the user's DNA. For example, Netflix's global online fan meeting (Tudum | A Global Fan Event), Netflix's sister website (Netflix.com.tudum), etc., users can learn more about Netflix's new information in these derivative channels, including actor interviews, content trends, program previews, etc.
Netflix's "poof" opening sound effect and many common sound marketing have the same magic, the feeling of quenching thirst may be the "bang" of the Coke open cover, the reason why people can't help but order takeaway in the middle of the night may be the "nourishment" sound of barbecue, the most anticipated moment when the network speed is worrying may be the "ding" sound of the file completion download, and the unique sound efficiency allows consumers to "intracranial orgasm".
When brands want to build their own brand recognition and impress their audiences, they may wish to start from the sense of hearing and be remembered with their voices like these examples. Presumably, everyone has some familiar brand sound effects in their hearts, which sound will you think of?