Some tips • One thing
you want to say: reduce it to a word • Audience: what matters to them, or a key insight • Look at it from multiple perspectives
Bookstore Chain ! One word:
service, exploration, discovery, escape, knowledge Audience: personal touch, adventure, shut out the digital world, introduction of exposure to something new Angle: employees, books and their content, the physical place, anti- Amazon, persona of the reader, a belief in reading and learning
• Television and video offer
endless opportunities to tell a story, feature a product, bring a user to life, capture our imagination. ! • You can be serious, provocative, funny. ! • You can convey a feeling, leave an impression or educate the viewer. ! • But the one thing you have to remember is that every person sitting in front of the TV set has a remote control within reach.
• Are you interesting enough
to watch? ! • Is the idea fresh, original, new, different, awe-inspiring? ! • Are you rewarding viewers for their time? ! • Are you respecting their intelligence? ! • Would you want to watch it yourself? ! • Would you share it with a friend?
Good advertising is storytelling: it’s
magic; it touches some kind of a human, universal truth; it treats the viewer with respect and intelligence; and it humanizes a product or company in a way that’s special. ! Humans respond to storytelling, not just to telling—nobody wants a finger poked in their chest. Doing that well and telling a great truth about a brand or a product is the secret; it’s that easy and that difficult.” David Lubars, Chief Creative Officer, BBDO Worldwide, BU Alum
Manifesto: Narrative: Visual: Dialog/scene: Monolog:
say it brilliantly in words beginning, middle, end -- classic dramatic structure bring a powerful image to life to convey a feeling create a mini drama with characters and dialog personal story or recollection
! If you let me
play sports I will like myself more; I will have more self-confidence, I will be 60 percent less likely to get breast cancer; I will suffer less depression. I will be more likely to leave a man who beats me. I will be less likely to get pregnant I will learn what it means to be strong. If you let me play sports.
Here’s to the crazy ones.
The misfits. The rebels. The trouble-makers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules, and they have no respect for the status-quo. You can quote them, disagree with them, glorify, or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius.
When I grow up, I
want to file all day. I want to claw my way up to middle management. Be replaced on a whim. I want to have a brown nose. I want to be a yes man. Yes woman. Yes sir. Coming Sir. Anything for a raise sir. When I grow up I want to be under appreciated. Be paid less for doing the same job. I want to be forced into early retirement.
Plain was the same as
it ever was. Plainly plain. Samely same. But then, someone lit the flame. Plain rode away on lion’s mane. Where plain met fruits with strangely names. Such wonderful things they did contain. A shot of life to a hungry vein. That kept a beast who broke the chain. And there upon that fruited plane Is where plain became what plain became. So much more than more than plain. Plain will never be the same.
What does the product stand
for and believe? What do you want me to know about its vision? Tell a story with words that resonate. Or with images. Write it. Write it again. Write it again. And again.
VW’s handles great in the
snow. Mercedes Benz handles great in the snow. Levi’s is for rebels VW has useful features like the remote key Certain foods/snacks demand milk Google search has all the answers
How can I convey that
in a story? Is there tension and drama? Character development? Is there a protagonist? An enemy? What makes me remember it? Reasons not to speed. How is time manipulated?
How can I dramatize what
I want to convey with a story. Come up with 100 answers. Evaluate them based on relevance to brand, target, category convention. Presuming they are original, fresh, unexpected.
What is the one thing
you want to say? Joy and happiness. Amazing color. Women’s independence. Ultimate desire. Stability. Come up with 100 visual ways to say it. Ask how you can bring it to life: timing, sequence, music
Express a virtue that is
connected to the product (VW) Share a sentiment, a wish, a regret that a product promises to address (Axe) Talk to your audience over the shoulder of someone else. But you are always telling a story, a narrative, that is interesting.
inform: persuade: inspire: entertain: reveal
a truth: tell me about new product or feature or benefit convince me you’re better than the alternative make me feel good, connect around shared beliefs make me laugh and like your brand tap into fundamental human beliefs
VO: Plain was the same
as it ever was the same. Samely same... It rode away... ...on a lion’s mane. Where plain met fruits with strangely names. FAGE :45 Launch Television “PLAIN” Plainly plain... But then, someone lit the flame. Plain went against the grain of plain old plain.
What you need to know
You should see the spot in your head. Sequence of shots, angles, camera position, CU or medium or LS Cuts from one shot/scene to another Dialog and sound in relationship to imagery Beginning, middle, end