Posts Tagged 'simplicity'

More Than Creativity, Advertising Is About Business

Dave Trott is a true master of common sense: he has a knack of explaining things you (thought you) already knew, in ways that help you understand them in a totally new light.

I learned so much from this talk he gave a while back at the APG that I feel compelled to share the whole thing here.

It’s an hour or more long, but make time to watch it all – sit down with a drink and give it your full attention.

And take notes – I guarantee you’ll want to refer back to things. I took so many notes, I ran out of space in my notebook.

Take it away Dave.

Part 1

Part 2

Part 3

Part 4

Part 5

Part 6

Part 8 [there doesn’t appear to be a part 7]

Part 9

Part 10

Thanks very much to Gwen for introducing me to this great talk

Advertisements

engagement of hearts

I’ve never met anyone that doesn’t enjoy a good magic show.

Just like comedy, it’s one of those things that seems to work every time.

But magic is special; it inspires a level of engagement that’s unmatched by other kinds of entertainment.

Much of this is doubtless because great magicians are also great showpeople, but a key element is that people always want to know how the magic is performed.

They want to know the secrets behind the tricks.

Of course, once the secret is revealed, the trick loses all its power – mystery and intrigue are central to magic’s magic.

So, while transparency and openness are vital parts of building trust, make sure it’s only of the ‘sleeves rolled up’ variety.

If you want to keep people interested over the longer term, you need to keep the real magic a secret.

Thanks to The Next Web for the video

always learning, never failing

Learn from your mistakes and you’ll never fail.

Simple.

get up and go

The clip below has been around for a while, but I’ve finally worked out why it impresses me so much.

It leaves no room for excuses.

You just can’t opt out.

“Just Do It” is the starting motivation, but this makes sure you keep going.

In so doing, it builds the brand and drives behaviour at the same time.

Inspiring.

the essence

so king obvious

This new Burger King spot is a moment of genius.

It’s irresistible.

You just have to copy it.

Over and over again.

Especially with your friends.

A great example of how to inspireword of mouth‘.

Great stuff.

Many thanks to @handypearce over at amnesiablog for sharing.

shared happiness

Tiago has been sharing so much great stuff recently, I’m in danger of duplicating his Cultural Fuel stream here, but this clip was too good to miss.

It’s such a simple concept: take the brand benefit, exaggerate it, and bring that exaggeration to life.

The reach of the activity itself probably wasn’t huge, but the video has achieved over 400,000 views on YouTube in its first week.

Perhaps it’s true: reality is more engaging.

I wonder if the same concept would have achieved as many views if it had been produced as a traditional TVC.

Lovely stuff from the guys at W+K.





Twitter

Other Distractions

Advertisements