Commercials have always been the domain of a small minority of companies. TV slots are expensive, and hazy targeting means that it’s only for companies with a general product. If you are small or niche, video was just not the medium for you.
Great Stories package up cold facts as metaphor, so we can get grasp their meaning. Even paradoxes can be understood when logical reasoning fails.
Ideas change the world. However even the greatest idea won’t get noticed if it is poorly expressed. If you use film well it will give your idea legs, helping propel your ideas beyond the rational and into our imaginations. Big changes begin when the rational and the imaginative work together. Your ideas can be brought to life only when they engage the heart and mind.
You put your socks on before your shoes for a reason. It’s important to get things in the right order, otherwise things get in a mess. In communication you must always start with what you want to say, then work out how you want to say it.
Metaphor makes concepts easy to grasp and memorable. Its the magic that turns base metals in to fine gold.
Just because it’s been used before doesn’t mean it will work.