This isn’t about storytellingMartin Weigel
in advertising. I fucking hate the lazy, self-regarding industry rhetoric aboutstorytelling. I fucking hate all that waffle about storytellers andtheir caves and campfires, the invocation of unnamed ‘ ancient storytellers’, and being told that to arouse emotions and changeadvertising ‘must’ tell stories. A gorilla limbers up behaviours and startsplaying drums. Colouredballs roll down a hill. A man tells us we couldsmell like him. Gerbils are shot out of a cannon. A fat kid runs downan empty road. A puppy steals a toilet roll. A bronzed man walks downa beach in Speedos. Martians laugh at humans. A man hurtles through theair in a wing suit. Things get distorted when seen through a bottle. A meerkat talks to camera. Young people gather on a hill and sing. Sofas, kitchens, and carpets are offered at low, low prices. An offermust end. If you think that any of this is a story, you need to think, as Andy Nairn has suggested, very long and very hard about the basicingredients of a good yarn, before telling the world that we spin themfor a living. No, this isn’t about fucking storytelling in advertising. It’s about something much more important.