This is how you sell products now. This film probably cost a tiny fraction of what a standard TV commercial costs, but it’s about 10,000 times more effective. Why? The story, stupid. It’s real, it’s unique, it’s true--and it’s creatively designed with a human touch. "Product placement" always feels irritating because the product being placed is somehow supposed to fly under our radar, but never does. This is the total opposite: The story unapologetically features the product, but it’s in such an organic way--making adorable little projects like Red Blooded's love-letter pop-up book is exactly what someone in the real world would actually do with a Field Notes notebook--that not only do we not object, we feel genuinely moved and inspired by it.
Hear hear! Right on the heals of the blog post I recently posted here on storytelling in Super Bowl ads is this article from Gregg Morris' Story and Narrative collection about ads/marketing and being real.
Just because Coca-Cola spends millions on crafting storied ads does not mean you are left out in the cold. Use low budget techniques and tools, be yourself, and share your story. Just make sure it is crafted and told well.
Via Gregg Morris