More product narrative. No more storytelling.

Source

Disclaimer:

This isn’t about storytelling in advertising. I fucking hate the lazy, self-regarding industry rhetoric about storytelling. I fucking hate all that waffle about storytellers and their caves and campfires, the invocation of unnamed ‘ancient storytellers’, and being told that to arouse emotions and change behaviours advertising ‘must’ tell stories. A gorilla limbers up and starts playing drums. Coloured balls roll down a hill. A man tells us we could smell like him. Gerbils are shot out of a cannon. A fat kid runs down an empty road. A puppy steals a toilet roll. A bronzed man walks down a beach in Speedos. Martians laugh at humans. A man hurtles through the air 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 offer must 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 basic ingredients of a good yarn, before telling the world that we spin them for a living. No, this isn’t about fucking storytelling in advertising. It’s about something much more important.

Martin Weigel

Babyboomer’s best music for on the road is brought to you by Citroën

Music: “Take the long way home” “by Roger Hodgson – Co-founder Supertramp”

An uplifting, rather well-done signature campaign, connects the dots: tradition, fashionable hipsters, hitchhikers, common people, Fahrvergnügen, sportsmanship and great music for on the road.

A tendency toward iconography and soft sell

Rossignol scratch Pro
Rossignol Scratch Pro 1)When watching a downhill race on tv, I notice that it was very hard to decipher what brand of ski the competitors were using. I could not differentiate the make of the skis, all were covered with design elements except for one. It stood out with its fluorescent red tip. So I investigated to identify the make.
iconic ©Kraft Ketchup
iconic ©Kraft Ketchup
Impossible Food’s Webseite
demonstrttes a user experience dominated by iconography.

©McDonald's
McDonald’s 
iconographic
soft sell print ad
©Oreo
©Oreo


©Kraft
Kraftvolle Heinz Ketchup
Druckanzeige
reimagined photo - original n/a
In the 1980’s one of the best automotive campaigns came from Munich. A red Alpha Romeo cruising through the lush green of the narrow, winding
scenic roads of Bavaria. 🇮🇹

All these adverts we are surrounded by, packed with multiple colors and multiple options spilled out in a media ocean filled with alluring colors and overwhelming options, would have to be succeeded by an ad showing one thing only, preferably that one thing would be cut out on a clean white page. That’s is what I refer to as iconography.

What do we long for more
than a little respect?

The client with his agency can be more responsive toward the consumer with basic human knowledge and by finally focusing on the essentials, if only the agency would grant their client and her prospectives the attention they agreed on by signing the contract and got paid for.

There is nothing wrong with the current flood of attempted story telling. Alas, a step closer to the abyss of adding dissipating layers leading away from essentials, namely the product, its use and eventually leaving it out altogether.

Marketing Is Not About Your Company’s Values
It’s about your customer’s values — and aspiration

Kris Gage

The iconographic display

The display of a product, it’s unique handling and use improving the lives of its users to no compare, attracts the eye instantly and leaves room2)white space for the eye and mind to rest upon and pay attention to when stripped of all distraction, surrounding, even context.

Soft sell

I love hard sell, headlines spanning more than one line below the key visual in which a sexy transgender poses to present the car. My reccomendation for family, friends and paying clients however would have to be to place their bets on unobtrive, ideally upbeat responsiveness. We owe ourselves respect and responsiveness, especially amid a torn atmosphere where disruption and fragmentation is taking us closer to the breaking point of no return.

this man was talked to death
(could no longer determine the source, sorry for that)

Hal Riney placed his bets on soft sell and his agency’s automobile campaign for Saturn cars has proven the fact that advertising can boost sales by being responsive. Personally, I like it straight-up, without the sedate yakety-yak. Right on, don’t you?

References   [ + ]

1. When watching a downhill race on tv, I notice that it was very hard to decipher what brand of ski the competitors were using. I could not differentiate the make of the skis, all were covered with design elements except for one. It stood out with its fluorescent red tip. So I investigated to identify the make.
2. white space

Spring is here

A HUG NOT ONLY FOR DOUG

A hug not only for Doug. By courtesy of Bianca Castafiore, also known as “the Milanese Nightingale”. ©Hergé
Bianca Castafiore, also known as “the Milanese Nightingale” ©Hergé