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.
More product narrative. No more storytelling.
Babyboomer’s best music for on the road is brought to you by Citroën
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
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 ValuesKris Gage
It’s about your customer’s values — and aspiration
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.
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.
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.|
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