Storytelling is Everything

Some of the best ad copy can come out of stories. What better stories are there in advertising than the brands' stories? They offer scope for the imagination, it's every copywriter's dream.

http://www.youtube.com/watch?v=BfqS_WBwwD0

Take a look at this excellent branding commercial for Grey Goose. It is a story about the creator of Grey Goose who was once an underdog in France after he created his initially unpopular Grey Goose recipe. People weren't ready for change. He was ahead of his time. Eventually, Grey Goose was able to gain a devoted worldwide following and the founder's true genius was finally realized by the people of France.

Let me know what you think. Do you find the story compelling?

New beginnings, Truths as Old as Time

Let’s start this blog with an ad that is about a new beginning.

JC Penny’s ‘First Day Look’

http://www.youtube.com/watch?v=zrZP62RlL6w

By Young & Rubicam

This ad brings to light the all too familiar desire for kids to assert ‘the new, improved self’ after their ‘transformative’ 8-week summer. I recall feeling this way every September, the cool crisp fall air bursting with the promise of change and a fresh start. What I almost like about most about this ad is that it doesn’t talk down to kids, it realizes that kids have quite complex aspirations (involving self-improvement) even at a young age. What it also understands, is that kids usually qualify this ‘transformation’ by displayed outward change (i.e. like new clothing they wear) – it is the physical manifestation of inner change.

The copy is compelling, to the point, and tells a great little story. I buy into what this boy is saying – these are the concerns of a real boy of his age. Great copywriting does not require fancy words, it often requires believability and should be relatable to a degree.

Almost everyone loves fresh starts. What do you do to mark new beginnings or to celebrate change (e.g. the first day of work, a new house)?