I am an English teacher and a lover of words, ideas, and right thinking. I have also, over the years, begun to pay lots of attention to ad campaigns, by virtue of my proximity to Greg Reese and my role with Reese Creative.
► CRISIS // a connection between conflict and character:
The relatable, laugh-out-loud problems (the conflicts) resonate with us (the characters). Pulling us right in–humor is a powerful tool.
► CLIMAX // a smart plot twist:
Everyone loves a good plot twist! The narrative compels us with the set-up–“Problems. Nobody likes problems.”–but once we are fully on the bandwagon, interrupts with the tag “smart loves problems.” Wait. What?
► RESOLUTION // a potent pay-off:
Compelling stories resonate, challenge, and include a great moral. In this ad, it’s: Don’t be stupid! If you’re smart, you’ll dare to take on problems. Now, “let’s put smart to work.”
The result is a campaign that does what good ads and good stories should: engage, unsettle, and compell … a simple formula, but rare. It stopped me in my tracks–grateful to come across a campaign that does it all.