Most of the time it’s not enough to just inform the people who you want to reach through a commercial or web video about your product. Your audience might notice your message, but it will not stick around for long. A much better way is to inspire and show people what triggers your and what are you passionate about, because this really says who you are and what you are about. One of the most successful inspirational video’s of Willem Martinot is “All The Way” which has reached a large audience without social media campaigns. This inspirational video is not about a company or a product, but it tells you what its creator is about, because it’s personal and intimate. Therefore, maybe, also universal because we like the world to be personal and not just commercial.