All You Need is the Story
Creatives are often looking for the biggest bang for the buck.
Marketing; PR; advertising; a lot of the time these disciplines share the same questions – what cool way can we get our product in front of someone? How much budget can we allocate to this product launch? What celebrity can we get to promote us? What lifestyle magazine can we get to write about us?
All valid points, all part of the process. And there have been many examples of truly creative campaigns over the years.
But sometimes, if you really want to drive home your message, you don’t need the special effects. You don’t need the dramatic smoke machines. You don’t need the mini Hollywood budgets.
All you need is the story.
26 Responses to “All You Need is the Story”
YES, YES, YES!!! No Matter How Much Creativity, Glitz, Celebrities, Humor, Etc. We Put on Something, If There's No
* TRUTH
* REALITY
* OBJECTIVITY
* HONOR
* STORY
…you've not only lost, you've SOLD OUT.This is Why Some the BEST Campaigns Are the Simplest – They Stuck to the Story and Built Out From There.
Excellent Post, Danny!
Narciso Tovar
Big Nosie Communications
@Narciso17Wow, that was really touching. A great story indeed. Thanks for sharing, Danny.
Good point, Danny. That video was simple, to the point and had great impact. It's rare, though, to find ordinary business things (things that we are trying to sell) that can have that kind of genuine emotional appeal. And of course, if you try to generate some form of insincere 'emotionality' you will be called out. Interesting dilemma but for those with a real simple and powerful story to tell I always feel that less is more. People will get it if it's genuine. Thanks.
Danny,
Good morning!
As I was watching this video, I was like, “Hey!!! Wait a second! They're using music in addition to the story to increase the emotional impact.” Then I turned the volume off and watched again. Different impact, but just as powerful.
Thanks,
John
With your suggestion, I turned my volume down and watched without sound. I don't know what the commercial is with sound because I didn't play it again.
So, let's talk about stories. I used to be a freelance newspaper reporter. It was my job not to find stories but to report them. I believe stories exist everywhere. Every person will talk to you if you ask them, but you have to ask. You don't NEED the story, Danny. You need the ganas to ask for it.
This commercial works because the company approached its customers and stakeholders and asked if they'd be part of a commercial. I don't know if the participants were paid; nor do I care. The hospital didn't write the story; scriptwriters wrote the story. I'm more curious if the signs people held up were words they wrote or words provided to them; if the former, there's the story, if the latter, the story is less genuine and more artificial but no less real.
Stories do not have to be creative, Danny. The best stories have zero creativity. The best stories are responses to the question, “So… what's up?”
Ari – good points. I'd bet that the folks directing (coaching folks while they're being filmed), producing and editing (music, choices about who to include) actually created the final story that we see here. But even if this is “more artificial”, the goal is the impact on the viewer – no?
Give people hope, Pamela, and that's often the only story you need. Period. The fact that it's something that we can all relate to, as you mention, is the deal closer.
From an emotional standpoint, I agree Frank – this is probably the area of healthcare or non-profits to really make an impact. From storytelling, though, there's probably a huge amount of unused background behind the majority of companies – how it started, hardships accrued, employee loyalty stories, etc.
Share the tale of the people that made it happen (and continue to do so) and it's just possible that the human approach may just win you some new fans. But, keep it genuine as well, as you so rightly say.
And I think that's where the real strength in the story comes from, John. It's like playing a full-band version of a song, and then just the acoustic one – if the song still stands with just six strings, it's a keeper. Much like a good story.
Good point Mr. Brown. I think I have grown way TOO cynical about business as of late. I can't decide if that is merited or if I am over-doing it. Even the HP story of starting in a garage seems too corny for me these days.
Help! I am an Internet cynic and I can't stop! Maybe IMA (Internet Marketers Anonymous) Hi, my name is Frank and I'm an Internet marketer……. Hi Frank!……. I can't seem to believe anything that any company says about anything anymore …….
What a picture, huh?
I guess it depends on your take, Ari. You're rightly sharing that you reported on stories, and that sometimes all that's needed is the cohones to ask. Yet others are freely sharing their stories all the time – blogs, media shows on local cable, newsletters to stakeholders.
While scriptwriters and make-up artists, etc, are needed to join everything together, it wasn't the scriptwriters that wrote this story. It was the hospital, and the patients, and the staff, and the carers, and the families.
And I agree that the best stories don't need creativity – which is perfectly shown in this ad. Surviving, and helping others to survive, is the most basic story around – we all want to be part of it.
You say the hospital, patients, staff, doctors, and families told the story. I say cancer itself–no different than freedom or love–was the story teller. Cancer told the story of the people.
Like you say in the first paragraph, it's your take.
Correct, and I should have made that clearer when talking about the hospital.
Great post, Danny.
To paraphrase Marshall McLuhan, “The Message IS the message”.
Iggy
Danny:
Wow, we had similar trains of thoughts on the same days. Who knew?
Here are four of my reasons people should use stories and storytelling to connect with others.
1. Stories are universal, crossing age, culture and language barriers.
2. Stories help people understand concepts, more than logic and analysis.
3. Stories help define our identity and connect us with each other.
4. Stories build and preserve community, creating emotional connections and shared purpose.BTW, a couple years ago, I was asked to be part of a video for someone retiring at my work. All 70+ employees were going to give a brief story about this person. I chose a similar method to this commercial. I brought in a boom box, my own music and had hand printed several sentences on legal size white paper for my video recording. Just like this video, I held up my memories of the retiree. When it was played at her retirment party, without saying a word, it moved the audience and had a profound impact.
A little creativity, a flip camera, a boom box and music can go along way today at inspiring people. Especially if you hook them with a story.
Late to the party here. Agree with sometimes all you need is story. But at same time, this one's too easy. We are all touched by, fearful of, and emotional when it comes to cancer. So cancer is an easy one to be straight forward with when the message is one of optimism and hope. So yes, it works here. Though the message is more about cancer and survival than about the hospital. I watched this 10 seconds ago. I remember that cancer can be taken head on. But honestly, I've already forgotten the name of the hospital.
Bingo.
Every loves a great narrative, especially if it has drama and a happy ending.
Your video sounds amazing, Jeff – do you have a link for it somewhere?
You used a word that I think is key to any success – “connect”. Doesn't matter the product, niche, reason or other – if you don't connect, you lose. Simple as.
Cheers fella!
That's a fair point, Ed, though I'd guess that if it was a local hospital, it'd be a different story regarding the name (Princess Margaret is a very well-known hospital in Toronto and possibly Ontario). Locality and relevance to your area plays a huge part.
Good point. Will return later to re comment v
Danny, good point back. Wasn't familiar with the hospital and it's local presence. In that case makes a big difference. As a marketing/branding/creative guy, I guess I just get a little too critical
sometimes. Thanks for setting me straight.Ha, sorry if it came across that way, Ed – definitely not the intent to “set you straight”
I can see your point for the wider picture though, and it's definitely something that advertisers and agencies need to be aware of when creating a campaign. It's not always the best option to focus on local – sometimes you do have to grow outwards to really grow.
It's a :60 that feels like a :30 = good job
Keep your glitz, special effects, celebrities, etc. Give me a story that touches my emotions and a reason to believe and you've got me hook, line, and sinker. More marketers, PR people, and advertisers need to start stripping down their messages and going with the ones that give us the best dose of reality.
Tessa Carroll
VBP OutSourcing
http://www.vbpoutsourcing.comAmen, Tessa, amen.
Hi Danny,
Great point.
This commercial makes me stop what I'm doing and pay attention every time.
Most people know at least one person who has been affected by Cancer. This spot gets right to the heart of the issue. It's all about the people we know.
It's simple and touching.
And most of all, it gives people hope.
Pamela