I got this simple, straightforward, not-over-salesy email a couple of days ago. The headline grabbed my attention and I was compelled enough to watch the video.

The video is also simple. Abodu has done a really nice job with the basics of graphic design, motion graphics and branding (I love how clean their animated logo is) — but that’s NOT the branding aspect I’m focused on.

It’s how excited the neighbors and family are. That’s the brand promise here. Check out the simple edits cutting between kids and adults, the promised huge crane, the family. They are not pounding us with benefits and features. They’re just sharing happiness.

There are calls to action lower in the email. Strong, but not in-your-face.