Stuck on a commercial? Make it a mini-movie.
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Stuck on a commercial? Make it a mini-movie.
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著者：
My niece Lucy was three the first time she watched a cat food commercial and called it a mini-movie. Kitty was hungry. Kitty got food. Kitty was happy. The end.
That's a complete story. And it's better than most of the 30-second spots people are making on purpose.
In this episode I get into the mini-movie rule — why the best commercials aren't crammed with logos and features. They're the ones that tell a tiny, complete story. I walk through the three questions that'll carry almost any spot. I talk about a holiday commercial we did that dropped the audience straight into Santa in a dressing room. And I explain why three-year-olds might be the most honest critics you'll ever have.
If you've ever stared at a brief full of talking points and thought "there's no story in here," this one's for you.