The Powerful Act of Simplicity

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Take a look at the video at the end of this post. It’s a fan-made homage to the band Dashboard Confessional and their song So Long, So Long.

There’s nothing special about it. It’s a simple piece of video, made with Windows Movie Maker then put up on Youtube for the creator’s friends to see. And yet…

Its simplicity is also its strength. The mood and pace of the video complement the song perfectly, and doesn’t take away from the song itself. There are no garish images, no fast edits, no multiple screen tricks – just a simple video for a simple song.

Creative agencies often try to come up with elaborate advertising, PR or marketing messages. The feeling is the more elaborate the message is, the more mystique (and therefore interest) around the brand. And it can work, if done properly.

But you know what? Sometimes it’s the simplest things that are the most elaborate of all.

The comments below this video on Youtube show that many people thought it was the official Dashboard Confessional video for the song.

That has to tell us something about simplicity, no?

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About Danny

Danny Brown is Chief Technologist at ArCompany and an award-winning marketer and blogger. His blog is recognized as the #1 marketing blog in the world by HubSpot. Danny is also co-author of Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing.

61 comments
Jason Fonceca
Jason Fonceca

Dashboard is great and amazing at generating powerful emotions (usually wistful ones, and they've featured on lots of soundtracks because of this :D)

The fan-made video really COULD be the official. It's beautiful, thanks for sharing, Danny. (Pretty sure I heard Counting Crows lead singer, Adam Duritz, in there.)

One of the most inspiring videos I've seen is also the simplest:

It was released today, and it's a short-and-sweet video of a kid who wrote and spoke some "I Am..." statements for the camera, with a beautiful soundtrack.

It reminds me of childhood innocence, dreams, faith, and joy.

http://www.youtube.com/watch?v=20poukrxaG4

Jason Fonceca
Jason Fonceca

Dashboard is great and amazing at generating powerful emotions (usually wistful ones, and they've featured on lots of soundtracks because of this :D) The fan-made video really COULD be the official. It's beautiful, thanks for sharing, Danny. (Pretty sure I heard Counting Crows lead singer, Adam Duritz, in there.) One of the most inspiring videos I've seen is also the simplest: It was released today, and it's a short-and-sweet video of a kid who wrote and spoke some "I Am..." statements for the camera, with a beautiful soundtrack. It reminds me of childhood innocence, dreams, faith, and joy. http://www.youtube.com/watch?v=20poukrxaG4

Ali Mac
Ali Mac

Just the message I needed today, thanks Danny :)

ImagineBeauty_
ImagineBeauty_ like.author.displayName 1 Like

"That has to tell us something about simplicity, no?"Yes, it does. There is nothing better than just simplicity... simplicity in life... and simplicity in arts and design. Well, I prefer simplicity, and it works better for me anyway. Thanks for another blog post that is soothing to our soul. PS Music has the magical power to sooth our soul that is sometimes worn out from the testing of day-to-day life.. :)

ImagineBeauty_
ImagineBeauty_

"That has to tell us something about simplicity, no?"Yes, it does. There is nothing better than just simplicity... simplicity in life... and simplicity in arts and design. Well, I prefer simplicity, and it works better for me anyway. Thanks for another blog post that is soothing to our soul. PS Music has the magical power to sooth our soul that is sometimes worn out from the testing of day-to-day life.. :)

DannyBrown
DannyBrown

@ImagineBeauty_ It never fails to amaze me how much a difference music can make in life, and it doesn't even have to be the soothing kind. ;-) Here's to more lessons from songs and simplicity!

Lewis LaLanne aka Nerd #2
Lewis LaLanne aka Nerd #2 like.author.displayName 1 Like

This topic made me think of a movie I just saw this weekend -- Money Ball -- the movie in theaters right now starring Brad Pitt that highlights the accomplishments of a Major League Baseball team who focused on a simple stat, "On base Percentage" and were able to win 20 games in a row, something I believe only one team has done in the entire history of baseball.

Another example of simplicity that captured my attention from this movie was a moment between Brad Pitt and his daughter in a guitar store. He's looking to buy her an acoustic guitar and they're shopping and she picks one to test and she's strumming a song and just humming the melody and Brad stops her and asks her to sing a little bit of it for him while playing.

She's 12 and shy and eventually she relents and this moment of her just singing one little simple verse, seeing Brad completely immersed in her strumming the acoustic guitar was ABSOLUTELY darling if you know what overflowing joy a daughter singing for you can bring.

That simple moment in the movie was my favorite even before they brought it full circle at the end of the movie to tie everything together.

Thank you Danny for reminding me of how simple can make a huge impact.

Lewis LaLanne aka Nerd #2
Lewis LaLanne aka Nerd #2

This topic made me think of a movie I just saw this weekend -- Money Ball -- the movie in theaters right now starring Brad Pitt that highlights the accomplishments of a Major League Baseball team who focused on a simple stat, "On base Percentage" and were able to win 20 games in a row, something I believe only one team has done in the entire history of baseball. Another example of simplicity that captured my attention from this movie was a moment between Brad Pitt and his daughter in a guitar store. He's looking to buy her an acoustic guitar and they're shopping and she picks one to test and she's strumming a song and just humming the melody and Brad stops her and asks her to sing a little bit of it for him while playing. She's 12 and shy and eventually she relents and this moment of her just singing one little simple verse, seeing Brad completely immersed in her strumming the acoustic guitar was ABSOLUTELY darling if you know what overflowing joy a daughter singing for you can bring. That simple moment in the movie was my favorite even before they brought it full circle at the end of the movie to tie everything together. Thank you Danny for reminding me of how simple can make a huge impact.

DannyBrown
DannyBrown

@Lewis LaLanne aka Nerd #2 You know, I'm hearing a lot about that movie, and how rewarding it is for the audience - think I'll have to boost it up my "must-see" list, especially after the examples here. Cheers, Lewis!

Flyingpiggyl
Flyingpiggyl like.author.displayName 1 Like

This is a greatly shot video and a beautiful song - it's long but simple. "Sometimes it’s the simplest things that are the most elaborate of all" is true in almost every aspect of our lives, in speaking and writing...

It's contributing to a thought that no matter how varied or complicated of today's communication means, people still need to be simple, initial and natural, which is the most cherished merits in the world of craze and frenzy.

Danny Brown
Danny Brown moderator

@Flyingpiggyl You know what I always think of? Children. How they don't need lots of effects and crazy imagery to put a smile on their face. Instead, all they need is a sponge, or a simple melody. Or, like my son, the cardboard box his present comes in.

We can learn from kids. ;-)

Flyingpiggyl
Flyingpiggyl like.author.displayName 1 Like

@Danny Brown The same thing goes with pets. We can always tell from a child's or a pet's eyes that reflect simplicity, puerility and loyalty. They are so beautiful and beloved.

Flyingpiggyl
Flyingpiggyl

This is a greatly shot video and a beautiful song - it's long but simple. "Sometimes it’s the simplest things that are the most elaborate of all" is true in almost every aspect of our lives, in speaking and writing... It's contributing to a thought that no matter how varied or complicated of today's communication means, people still need to be simple, initial and natural, which is the most cherished merits in the world of craze and frenzy.

DannyBrown
DannyBrown

@Flyingpiggyl You know what I always think of? Children. How they don't need lots of effects and crazy imagery to put a smile on their face. Instead, all they need is a sponge, or a simple melody. Or, like my son, the cardboard box his present comes in. We can learn from kids. ;-)

Flyingpiggyl
Flyingpiggyl

@DannyBrown The same thing goes with pets. We can always tell from a child's or a pet's eyes that reflect simplicity, puerility and loyalty. They are so beautiful and beloved.

Faryna
Faryna like.author.displayName 1 Like

Dashboard Confessional's So Long, So Long: nice song, Danny. And the videography is powerful.

But, maybe, too powerful. I found myself paying too much attention to the moving pictures. [grin]

I'll have to play it again to listen to the words...

Recently on my blog: Do you ignore the road signs too? http://wp.me/pbg0R-rq

Faryna
Faryna

Dashboard Confessional's So Long, So Long: nice song, Danny. And the videography is powerful. But, maybe, too powerful. I found myself paying too much attention to the moving pictures. [grin] I'll have to play it again to listen to the words... Recently on my blog: Do you ignore the road signs too? http://wp.me/pbg0R-rq

Larissa
Larissa

I always prefer simplicity...that's why my blog is as simple as possible. you are welcome to visit ;) great song, BTW.

Howie Goldfarb
Howie Goldfarb like.author.displayName like.author.displayName 2 Like

Here is where I piss off my esteemed industry. No I don't just piss them off....I tear them a new

Ok I will get to the point. Look at the project and the various ways of achieving the goals. Simple works best always. Simple is less billable hours. Being elaborate is more risky. And you can bill your client more. Notice this reverse incentive system.

@johnfalchetto I am roping you in here. This is a prime example of critical thinking. We didn't break down types of thinking but marketers tend to be more emotional thinkers. And you can sell overkill and crazy to a CMO or client. 'Trust me this is going to make a huge splash'....'People will be talking'.....'Everyone will know about your brand'.

'Now pay me. Thank you. What? No one has bought anything? We never discussed that. I told you everyone will know your brand. Where you got 'Buy your stuff' from if you check my proposal no mention there. You never brought it up. For that I have a very simple strategy...doesn't cost too much...aim right for the price to value proposition...they need your product btw. Let's not do too much because you want them to buy ok? Do you have a new Purchase Order ready?

RickRice
RickRice like.author.displayName like.author.displayName 2 Like

@HowieG You make too much sense to be from Andromeda... Keeping it simple is always better. Being elaborate may increase the billable hours but it will shorten the life of the client relationship in way too many cases.

Latest blog post: About

Howie Goldfarb
Howie Goldfarb like.author.displayName 1 Like

@RickRice is that to say that most of the aliens from my galaxy are not the brightest stars in the milky way? Now you know why I left. Plus they drink watered down beer there.

HowieSPM
HowieSPM

Here is where I piss off my esteemed industry. No I don't just piss them off....I tear them a new Ok I will get to the point. Look at the project and the various ways of achieving the goals. Simple works best always. Simple is less billable hours. Being elaborate is more risky. And you can bill your client more. Notice this reverse incentive system. johnfalchetto I am roping you in here. This is a prime example of critical thinking. We didn't break down types of thinking but marketers tend to be more emotional thinkers. And you can sell overkill and crazy to a CMO or client. 'Trust me this is going to make a huge splash'....'People will be talking'.....'Everyone will know about your brand'. 'Now pay me. Thank you. What? No one has bought anything? We never discussed that. I told you everyone will know your brand. Where you got 'Buy your stuff' from if you check my proposal no mention there. You never brought it up. For that I have a very simple strategy...doesn't cost too much...aim right for the price to value proposition...they need your product btw. Let's not do too much because you want them to buy ok? Do you have a new Purchase Order ready?

RickRice
RickRice

@HowieSPM You make too much sense to be from Andromeda... Keeping it simple is always better. Being elaborate may increase the billable hours but it will shorten the life of the client relationship in way too many cases.

DannyBrown
DannyBrown

@RickRice@HowieSPM Gotta love clients too, though, and how they often try and take twice as much off you than was laid out in your agreements.

HowieSPM
HowieSPM

@RickRice is that to say that most of the aliens from my galaxy are not the brightest stars in the milky way? Now you know why I left. Plus they drink watered down beer there.

EmmaofCEM
EmmaofCEM like.author.displayName like.author.displayName 2 Like

Oh Dash. How many times did your sorrowful songs get me through heartache and break in high school? And now you're continuing to inform my decisions at the adult, business level, too.

You're absolutely right. Simplicity is understated not only in its execution, but its elegance, too. When everybody else is overdoing it, you can stand out in the crowd by underdoing.

EmmaofCEM
EmmaofCEM

Oh Dash. How many times did your sorrowful songs get me through heartache and break in high school? And now you're continuing to inform my decisions at the adult, business level, too. You're absolutely right. Simplicity is understated not only in its execution, but its elegance, too. When everybody else is overdoing it, you can stand out in the crowd by underdoing.

DannyBrown
DannyBrown

@EmmaofCEM I recall when The Places You Have Come to Fear The Most came out, and it was like the soundtrack to my life at that time. This Bitter Pill still ranks as one of the greatest break-up songs about bitterness ever written.

PatriciaYagerDelagrange
PatriciaYagerDelagrange

I loved it. The sepia tones were comforting to my eyes and I liked the segue into the ending with muted sunsets. I thought it was very well done and the tone and movements were appealing. Thank you for starting my day out on this note, Danny. Patti

DannyBrown
DannyBrown

@PatriciaYagerDelagrange Everything fits together pretty well, for sure. Have a great weekend!

bdorman264
bdorman264 like.author.displayName 1 Like

At least they didn't go Blair Witch Project w/ the bouncing camera; that was un-watchable for me.

This was good and the simplicity was very effective. Sometimes just keeping simple and to the basics are more effective than anything. Take time to notice the little things, huh?

bdorman264
bdorman264

At least they didn't go Blair Witch Project w/ the bouncing camera; that was un-watchable for me. This was good and the simplicity was very effective. Sometimes just keeping simple and to the basics are more effective than anything. Take time to notice the little things, huh?

DannyBrown
DannyBrown

@bdorman264 I was really disappointed with that movie, mate. Not so much from the camera work (though that was annoying), as much from the fact it was billed as "the scariest movie ever made" and I thought Spongebob was scarier. Ah well...

robertpf
robertpf like.author.displayName 1 Like

Resourcefulness usually trumps resources, particularly when it comes to movies, or, indeed, anything requiring creativity. The most creative person doesn't necessarily need to spend tens of thousands of dollars on equipment to create an amazing end product.

robertpf
robertpf

Resourcefulness usually trumps resources, particularly when it comes to movies, or, indeed, anything requiring creativity. The most creative person doesn't necessarily need to spend tens of thousands of dollars on equipment to create an amazing end product.

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