I just had a chance to watch the 12-minute-long recorded and highly-produced presentation on the VERADO V12. Here are some things noticed. I am going to talk about two aspects: the major points in the presentation and who presents them, and the composition of the presentation itself.
First, skip the one-minute 20-second introductory section, which is just a montage of other Mercury products. As I watched I began to wonder if I got the wrong presentation. Skip the montage and jump into the real start of the VERADO V12 information at
https://youtu.be/zD8B718Wt7Q?t=79The first presenter is the president of Mercury marine, Chris Drees. He says the new engine will deliver "the freedom, the luxury, and power to pursue their passions on the water." Each of those keywords is illustrated by a new visual.
Freedom is illustrated by a boat running across shallow blue water into an open horizon.
Luxury is illustrated by a woman in silhouette against a setting sun with her long hair blowing in the wind. (Remember this one.)
Power is illustrated by (what looks like a Boston Whaler) boat powering over a wave as seen from water level. It is well known that a "photograph taken from a low angle helps establish dominance or power." Cf.:
https://petapixel.com/2015/09/22/8-camera-angles-from-the-world-of-cinema-that-can-help-improve-your-photos/Boater's passions are not illustrated.
Next, Mr. Drees gets down to business. He gives a lists of what the VERADO V12 is going to change about outboard engines:
- "It's incredibly reliable."
- "...with less maintenance required."
- "It delivers remarkable fuel efficiency and range."
- "It's the quietest high-horsepower outboard..."
- "It's remarkably smooth."
- "It truly elevates the standards of premium design and engineering to make your time on the water more enjoyable."
This list made me recall a very similar list that was reported by Evinrude as the result of a survey of outboard engine customers most import features for a new outboard engine to have, taken in c.2000:
- Quality, Dependability, Reliability
- Ease of Maintenance
- Easy starting
- Performance
- Economy
- Style and appearance
I also found the "time on the water" phrase to be very familiar; it was also a theme of many Evinrude promotions. The strong correlation between these two lists is no accident. What people want in an outboard engine--an outboard propulsion system--has not changed that much in 20-years, other than easy starting is now considered inherent.
After these preliminaries, Mr Drees gets to the really major innovation of the VERADIO V12: "the twin-propeller steerable gear case."
Then after a recital of the engine's basic dimensions, such as "an incredible V12 naturally-aspirated power plant, six-hundred horsepower," Dr. Drees gets to a second innovation, "the outboard segment's first two-speed transmission." Then he wraps us with a long name for the new engine, "the new Mercury 7.6-liter V12 600-HP VERADO," and suggests that "the future of outboard performance begins today."
As an aside, this segment and other segments with on-camera presenters is set in an anechoic chamber, with dim lighting and two backdrop cloths set behind the presenter, all visible in wide shots. The medium shot of Mr. Drees on camera has the backdrop cloth edge being very much in the frame and positioned over the presenter's left shoulder. This sort of asymmetric scene composition is probably consider "innovative" in modern day presentations, but I found it distracting. The wide screen aspect ratio makes scene composition for an on-camera presenter with a background in black or limbo a bit challenging to design. For variation, the presenter is shown on occasion from a different camera perspective, while he is still facing the other camera. This is another modern technique, but I also find it a bit distracting to see someone on camera who is facing away from the viewer as he speaks.
After this on-camera presentation there is another montage, this time of very modern, computer-generated animations that show the new engine. A music background swells and "tags" (comes to a natural end) and the scene goes black. This could be the end of the presentation, but it continues.
A new voice takes over, and highlights more features of the VERADO V12, giving a list of attributes to accompany another montage:
- "quieter and smoother than any previous VERADO"
- "can run twice as long between schedule service"
- "deliver profound fuel economy"
- "high-horsepower performance"
- "luxury boating experience."
The speaker is finally revealed and identified: Tim Reid, vice-president of product development at Mercury Marine. While some really wonderful computer-generated graphics are shown, Mr. Reid informs that the new engine has "the outboard industry's first two-speed automatic transmission." Now we get some details: "First gear is twenty percent lower than second gear...and the most impressive part about the transmission is...you won't even know it shifts. It's so smooth that it's nearly imperceptible."
Next Mr. Reid introduces a second big innovation: the steerable gear case. And he explains a big advantage: "While conventional outboards typically steer 30-degrees each way, the V12 VERADO can steer 45-degrees under joystick operation. That gives much more authority to effectively maneuver a large boat."
"Contra-rotating propellers" are also mentioned. And "reliable and durable" are also mentioned. And the engine has "rugged components, superior hardening, and an incredibly high level of validation" which will "insure the V12 VERADO delivers years of reliable performance."
In a closing montage the word "luxury" is again accompanied by an on-screen image of a woman in silhouette against a setting sun with her long hair blowing in the wind.
Mr, Reid appears in the same anechoic chamber set, but now the new engine is seen in the background, where before it was hidden by a backdrop cloth.
The presentation continues as a new voice begins narration, and eventually the narrator is revealed to be Todd Dannenburg, director of industrial design for Mercury Marine. The set remains the same as earlier for Mr. Reid. Thankfully, Mr. Dannenburg's on-camera medium shot is staged with the very dark and dimly lit new engine out of focus in the background on the right, balancing Mr. Dannenburg in focus on the left of frame, and speaking to the camera. Mr. Danneburg explains how the design elements of the engine are to be interpreted, which made me think for a minute I had somehow jumped into an Apple presentation, enhanced by Mr. Reid wearing black slacks and a black top--no, not a turtle next, but very evocative of Steve Jobs with about 25-years age and some weight gain. To demonstrate the attention to detail, we learn that "even the info-graphics [on the service panel] went through
months of refinement."
Okay, "Style and appearance" was on the customer wish list back in c.2000, but it wasn't among the top five.
After this we get a montage of very staged indoor work settings intended to show employees at work on the design of the engine. I really don't think all these designers, engineers, technicians, and assemblers have to actually work in the extreme darkness and radical lighting seen in these images. I think these sets are all creations of a presentation producer striving for a certain "look" and are not real work spaces or even real employees. We see two Asian males at computer terminals, a young female pointing a hand scanning device at a propeller, a younger male turning a wrench, and mostly all are dressed in black and working in very dim spaces. If that were how the engineering offices and plant were illuminated, the real workers would be calling OSHA.
Finally president Drees returns to wrap up the presentation, and as he re-lists the engine's attributes, we get a another montage of images. It may be hard to believe, but when "luxury" is mentioned the on-screen image is--you guessed it--a woman in silhouette against a setting sun with her long hair blowing in the wind. Hey, come on. This is only a 11-minute presentation and that woman has more on-camera face time than the faux employees in the montage. I guess "luxury" must really mean have aboard
a woman in silhouette against a setting sun with her long hair blowing in the wind. Teaser question: what is the only Boston Whaler boat shown in the first 90-second montage being powered by a Mercury outboard engine?
Answer: see
https://youtu.be/zD8B718Wt7Q?t=33