Vignette Films

The word vignette is often used in a traffic context to refer to a toll sticker which is clearly visible from behind the windshield. Vignette films are very similar to this. They are eye-catching images that are easily remembered and therefore very important for the advertising industry.

What is a vignette film?

The term originally comes from the French term meaning something like "collector's picture"- a bit like the football cards you collect as a child. As a collection, they are a work of art, but individually, they make little sense. Pictures in a vignette film are similar- they are beautiful and aesthetic but have absolutely nothing to do with each other. Yet they all appear in the same advert. The connection between the individual images or scenes only becomes apparent at the end of the film or through a voiceover. The product is also what links all the individual stories- it appeals to the masses.

Where did vignette films start?

The pioneer of this type of advertising was the German company Jägermeister. As early as 1950, its marketing experts launched a vignette advert that combined shots of forest animals with product images of the herbal schnapps, because at the time the liquor was made for hunters. This advert captured the target audience perfectly. The Rüsselsheim-based car manufacturer Opel had a very similar vignette advert made to promote the introduction of the three-way catalytic converter. Its advertising film from 1999 showed epic nature shots accompanied by Louis Armstrong's world hit "What a Wonderful World". Not only was it a successful advert without any people shots, but it also brought the song back into the charts after more than 25 years.

A rediscovered classic

Although both adverts were aesthetically pleasing and successful, this type of filming didn’t become popular until a while after. It is only recently when the vignette film has made a comeback and is now a super popular means of advertisement. While in the past, vignette adverts focused on idyllic landscapes, modern vignette adverts focus on people shots. They are cut together looking busy but it still manages to appear united. This unity is revealed at the end of the film to be based on the product. At this point, the company will include the name of the service/product.

Unjust criticism

While shots from a vignette film may seem interchangeable with each other, the script and sequencing are both very carefully thought out. This means switching anything is extremely complicated. Actors should represent the entire spectrum of the target group and express a certain feeling even without text. Because of this, casting teams for a vignette film put together groups of different actor/ model types. People of all ages, genders, social statuses or ethnicities can represent the desired clientele.

A role that suits you?

Vignette films are an excellent gateway into the modelling business. The search for multi-faceted actor/model types literally gives anybody the chance to take part in a commercial, regardless of education or acting ability. This makes the finished commercial look particularly authentic. A particular example of this is the Telekom advert filmed in Leipzig Central Station in 2009. Over 1000 people performed a rendition of Beethoven’s ‘Ode to Joy’ and it is argued to this day whether that was staged or not. This perfectly shows the individuality and uniqueness of a vignette advert.