Stories that move. Sounds easy, it’s the modern trend of advertising. If you have a good story that others are interested in, your brand can sell itself. In the social media era, we have to be more concise and on-point.
Let’s go back a few years to Super Bowl 48. I was intrigued (as always) to see a good number of “larger than life” brand ideas. Maserati comes first to mind with their cinematic theatrical commercial.
It begins with the voice of a little girl, “The world is full of giants…” an ominous tone and a montage of worldwide phenomena. The tone feels cool, exciting. A little girl narrates, “We were like a wind, appearing out of nowhere”. Moments later, after some more editing tricks and low bass rumble, a car roars to life and speeds down a deserted street in the city. The Maserati logo pops up for a second or two, and we’re off to the next commercial.
In one sense, I guess you can argue that the commercial made a strong impression because I’m writing and thinking about it now. But quite frankly, I didn’t know the commercial was for a car until the last 10 seconds. Cool. So now I’m feeling things and I don’t know why, until they just touch in the brand at the last moment. Effective.
Fast forward to the 2016 Rio Olympics. The Coca Cola advertising this year has been spot on. Their ThatsGold Campaign and Good Feeling campaigns are on the money. They always have a tremendous sense for keeping their drinks in your positive emotions.
As we continue forward in advertising, the stories we create will continue to evolve in ways to bring our audiences to feel a certain way towards brands, and the companies that do it successfully will bring in big business for their clients. Our goal is to be on that forefront and continue the train of successes we’ve seen here in Denver at James Drake Films and push the industry forward one killer emotion-filled strategically driven production at a time.