Stories and Spectacles

Stories are portions of narratives that encourage involvement

Spectacles are wholes that inspire reactions

People think in story, but communicate in spectacle

Stories and Spectacles Advertising Music Literature Movies

Stories and Spectacles Advertising Music Literature The Dark Knight Movies

Stories and Spectacles Advertising Music Literature Jaws The Dark Knight Movies

Stories and Spectacles Advertising Music The Wasteland Literature Jaws The Dark Knight Movies

Stories and Spectacles Advertising Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

Stories and Spectacles Advertising Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

Stories and Spectacles Advertising Linkin Park Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

Stories and Spectacles Beta 7 - Sega Advertising Linkin Park Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

Stories and Spectacles The Morning After - Nike Beta 7 - Sega Advertising Linkin Park Pearl Jam Music Confederacy of Dunces The Wasteland Literature Jaws The Dark Knight Movies

Story vs. Spectacle in advertising

Historically, spectacle was the default Print ads TV spots Radio spots Websites

Print ads

TV spots

Radio spots

Websites

“ The digital generation isn ’t interested in limitations or short-term experiences.” - Josh Spear in Denver, 12/13/07

In the future, story will be the default Long-term brand experiences Multiple media executions Multiple entry points Encourage builds from consumers

Long-term brand experiences

Multiple media executions

Multiple entry points

Encourage builds from consumers

But story won’t always be appropriate (Just as spectacle wasn’t always appropriate)

“ Will you send a postcard or a letter?” - Jim Aitchison in Cutting Edge Advertising

It’s not about the purchase decision It’s about time It’s about passion It’s about comfort

It’s about time

It’s about passion

It’s about comfort

It’s about interacting with consumers in the ways they want to interact