Despite the fact that some critics in "Branding Corporate Videos - How low can you go?"  may say that Wren Studio's "First Kiss" advertisement distracts from the product itself, the company was successful in proving that advertisements should be simple and to the point.  Even though Wren's video campaign was virtually uncomplicated and quite "low budget" according to CNBC, it was engaging due to the visual and audio strategies used. Wren's clean and uncomplicated video was able to bring millions of viewers to their website.  Between the heartfelt video along with the emotional yet soft music that is paired with it, the video ad was one of the best of its year according to many viewers on Facebook and YouTube. Wren Studio proves that while trying to appeal to customers, less is often more.

Wren is essentially a clothing line focused on classic American style infused with free-spirited values.  According to Wren's "About" page on the company's website, the designs are "inspired by the delicate tension between modern detail and classic shapes" and also meet the "low-key LA cool" vogue. The company's "First Kiss" commercial upheld those exact values. During this commercial, strangers who are just meeting for the first time, are asked to kiss one another seemingly in a social experiment. The commercial at first glance is free-spirited and edgy, but it is also light and fun as time goes on. Every element of this video was geared towards attracting the consumer. The colors used in this commercial were on a gray scale. This adds to the overall simplicity of the video. The lack of color makes the commercial much more focused, as there are not conflicting colors to divert the attention of the audience. Black and white ads are cleaner and clearer, helping the consumer focus on the basic features of the product. Black and white helps the consumers focus on the functionality and practicality of the product, rather than the aesthetic aspect making them more likely to see a need to buy. The color scheme also adds to the emotional appeal of the picture. Black and white color arrangements are known to be more intimate and personal, which captures the essence of the video. The color scheme is important to this commercial because it keeps it simple and prevents viewers finding it too obnoxious and pushy.

The contrast used in this video is soft. It is not harsh like most black and white films, adding to the fun and lighthearted nature of the advertisement. With a more rigid and severe color differences, the commercial would've taken a much more serious tone. That would've counteracted the film's fun and spontaneous mood. The background is gray, keeping the viewer's focus strictly on the people (and their outfits) on the screen which is highly important because Wren is, in fact, a fashion company. The texture of the film is smooth, not grainy, also careful of not diverting attention away from the film itself. 

The text used in Wren's campaign is very important to the overall style of the commercial. Most consumers do not want to be pushed or "yelled at" to buy a product, they simply just want to enjoy what the product and advertisement of the product has to offer. The text is right in the beginning and is very subtle. In the top left-hand corner of the frame, "WREN presents" is displayed, introducing the company being shown but not forcing the viewers to be consumed in it. From that point on, the text is purely used to describe events and background information necessary to follow the plot of the video. For example, at 18 seconds in, the text says, "We asked 20 strangers to kiss for the first time ... " explaining what the experiment was all about. It is argued that more could be done with the text from an advertising standpoint. A slogan or even the company name at the end of the commercial would be highly effective in bringing more attention to the actual company, because the commercial, while entertaining, is not clear on what is being advertised. A bit more strategically placed sayings and captions involving "Wren Studio" would help clear up any confusion the viewer may have. It can also be said that this was not an experiment, but a publicity stunt. Sending out a video that was likely to go viral and then announcing the product that it's advertising after the fact allows it to gain more attention because people are more interested in the product behind the popular video. This is more likely, and more beneficial to the company.

The audio used in this commercial was very soothing and intimate. "We Might Be Dead By Tomorrow" by Soko plays softly in the background. The song is sung by a female with a soft and airy voice. It is quiet and light in the background but the lyrics are tremendously personal, as they are about private aspects of someone's life. The artist who sings this song is also participating in this video, making it even more personal. This helps the viewer connect to the personal aspect of the commercial. It draws out emotion, which is important because the film is targeting an audience of young adults who wants the same kind of feelings, and buy clothing to match that. 

Large amounts of symbolism are used in this ad campaign. Kissing is an intimate and emotional act, which draws a primarily female audience in, although there are many males who enjoy this act too. That's important because Wren sells exclusively to women. Wren argues that kissing a stranger is one of the edgiest things a person can do. In this commercial, it is symbolic of the clothing line which also promotes an edgy yet fun and free spirited attitude. The lack of direct advertising, involving the company's name and logo, is also done deliberately. The viewer will become curious and want to know what exactly the commercial is "selling." If the video piqued the interest of the audience, then they will do research on the company, find their website, and then more than likely, do some shopping.

Those at CNBC may say that this ad was not direct enough, but the commercial's success speaks for itself. Business Insider claims that the video had over 61 million views in the first week it was released and increased their website viewers by 14,000%. The simplicity is what speaks to the audience. It helps the viewers connect and relate, or wish to relate, to those in the video. The people in the ads are wearing Wren clothing, and they are confident and making desired personal connections. Consequently, if you want to make the same type of personal connections and feel confident while doing so, you should wear Wren clothing.

