Television offers endless opportunities to
tell a story, feature a product, bring a user to life. 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.
Strategy: client, planner, account team,
CD Audience: client, planner, media Message: planner, account team, CD Concept: writer, art director Execution: CD, writer, art director, producer, director, editor,
Manifesto: say it brilliantly in
words Tell a story: beginning, middle, end -- classic dramatic structure Visual: bring a powerful image to life to convey a feeling Dialog/drama: create a mini drama with characters and dialog Monolog: 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. Because the people who are crazy enough to think they can change the world -are the ones who do.
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. Write it. Write it again. Write it again. And again.
Express a virtue that is
connected to the product (VW) Relate an experience that celebrates the user of the brand (Bud) Share a sentiment, a wish, a regret that a product promises to address (Axe) Sometimes you are just creating a connection But you are always telling a story, a narrative, that is interesting
inform: persuade: inspire: entertain: 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
Anthem TV: 60 Till all
books are read and all the pens put down and stories stop being told and everything there is to learn is learned till tears are no longer shed and zingers have all zinged and the irony is all ironed out till the heroes retire and monsters return to their dens and ships are all beached and all the plots are wrapped up till there are no more twists or turns no more guns in drawers no more shaggy dogs till rhymes stop rhyming and pots stop boiling and everyone is happy and there is nothing more to say till that day by hook or by crook by book or by NOOK I will read. SUPER: Barnes & Noble
FAGE :45 Launch Television “PLAIN”
VO: Plain was the same as it ever was the same. Plain went against the grain of plain old plain. Plainly plain... It rode away... Samely same... ...on a lion’s mane. But then, someone lit the ﬂame. Where plain met fruits with strangely names.