Branding Looks to Hollywood for Heart Strumming Story Inspiration
“Launching a movie is a lot like launching a product.” Marketing and filmmaking have undeniably collided over the art of storytelling and now share a closer resemblance today than most may realize.
The movement is marked by raw emotion. It is one that has been a driving force in the film business, and now has sifted it’s way into branding and marketing.
With storytelling as their new pillar, brands should look to the best in the business for inspiration. All it takes is a short walk down Hollywood Boulevard.
In an AdWeek article, Andrew Panay, a celebrated producer and actor, says he believes that marketers and filmmakers share a similar creative focus. Along with a team of three other distinguished producers and directors, Panay unpacks the notion of strumming hearts with product narratives.
“Launching a movie is a lot like launching a product,” Panay conveys. Both films and product advertisements are rooted in higher-concepts that can be conveyed in one sentence. That concept is cemented in transforming people’s perspectives by exposing the soul and spirit of a company.
“Finding a creative expression that reflects the brands, lands a message and sells a product is formidable,” Klugman states. Whether it’s a film or an advertisement, the idea, the hook and the catch must all be sold within a minute or less. Otherwise, people will be rushing for the “Skip Ad” button or vacating the theater.
Today, the biggest difference between films and ads is in the lead time. It takes multiple years to create a movie, and there is no guarantee of its success until it is released. However, with an ad, brands can essentially “connect to what’s in peoples minds and hearts right now,” Panay advises.
This is the era of creativity. It’s a time for brands to express their voices and offer their audience an emotional experience. Tickle their humor, trigger compassion and spark sentiment, because whatever the story is, the fundamental goal should be to move the audience. “People must be entertained or they will turn us off and tune us out,” Panay conveys. “Winning their attention is incredibly rewarding, regardless of medium or message.”
The movement is marked by raw emotion. It is one that has been a driving force in the film business, and now has sifted it’s way into branding and marketing.
With storytelling as their new pillar, brands should look to the best in the business for inspiration. All it takes is a short walk down Hollywood Boulevard.
In an AdWeek article, Andrew Panay, a celebrated producer and actor, says he believes that marketers and filmmakers share a similar creative focus. Along with a team of three other distinguished producers and directors, Panay unpacks the notion of strumming hearts with product narratives.
“Launching a movie is a lot like launching a product,” Panay conveys. Both films and product advertisements are rooted in higher-concepts that can be conveyed in one sentence. That concept is cemented in transforming people’s perspectives by exposing the soul and spirit of a company.
“Finding a creative expression that reflects the brands, lands a message and sells a product is formidable,” Klugman states. Whether it’s a film or an advertisement, the idea, the hook and the catch must all be sold within a minute or less. Otherwise, people will be rushing for the “Skip Ad” button or vacating the theater.
Today, the biggest difference between films and ads is in the lead time. It takes multiple years to create a movie, and there is no guarantee of its success until it is released. However, with an ad, brands can essentially “connect to what’s in peoples minds and hearts right now,” Panay advises.
This is the era of creativity. It’s a time for brands to express their voices and offer their audience an emotional experience. Tickle their humor, trigger compassion and spark sentiment, because whatever the story is, the fundamental goal should be to move the audience. “People must be entertained or they will turn us off and tune us out,” Panay conveys. “Winning their attention is incredibly rewarding, regardless of medium or message.”
