Yesterday I posted about watching the big game for the commercials. Well I have to admit, the game got pretty spectacular toward the end as well but on the subject of telling a better story there were three ads that I saw that really told a better story. Three that really touched the heart and I thought I would post them here. The first was a remaking of a message from one of America’s greatest story teller’s Paul Harvey. The folks at Dodge decided to use it to pay tribute to one of the hardest working groups of people who use their products. This one hit home with me for a couple of reasons. I have a son who is a farmer (and who drives a Dodge truck I might add) and while I am not a farmer, I have been welcomed into a family of farmers and this was an amazing tribute. The ad unashamedly mentioned God and you can’t go wrong with Paul Harvey.
Jeep spent millions to pay tribute to service men and women. They barely mentioned their own product in the ad which is ordinarily an advertising no-no, but this was more than just an ad. It was a way of honoring some folks who were doing tough stuff thousands of miles from their loved ones while we sat around and watched football. I have no doubt that it helped Jeep’s brand anyway. Regardless of how you feel about our military involvements and the politics behind them, this ad was a text book case of how to tell a story of appreciation and gratitude, something at which we could all be a little better.
As an ex-drunk, it’s tough for me to endorse a beer commercial but my word, the folks at Budweiser do know how to tug at our heart strings. This commercial tells a beautiful story and when it was over, my wife and I looked at each other and said Awww.
I post these three ads as examples of what it means to tell a better story. They were all short, to the point and they all hit home. They are textbook cases for how to tell a real and meaningful story to a generation that has everything but time and an attention span. As we go to communicate our message, we can learn a lot from these three pieces. We need to say what we have to say, clearly and concisely, quickly touching hearts and minds. Like these ads, we hope our stories open the door to a larger, longer conversation, but as we vie for the world’s limited attention, we need to be creative and concise.
How can yoiu create something that will grab attention and touch hearts and minds? It’s something to consider.