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
Danny Brown
· 2 months ago
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.
Narciso17
· 2 months ago
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 @Narciso17
remarkablogger
· 2 months ago
Wow, that was really touching. A great story indeed. Thanks for sharing, Danny.
FrankReed
· 2 months ago
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 Brown
· 2 months ago
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.
FrankReed
· 2 months ago
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?
John Haydon
· 2 months ago
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
Ari Herzog
· 2 months ago
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?"
John Haydon
· 2 months ago
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?
Danny Brown
· 2 months ago
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.
Ari Herzog
· 2 months ago
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.
Danny Brown
· 2 months ago
Correct, and perhaps I should have made that clearer when talking about the hospital.
Danny Brown
· 2 months ago
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.
Iggy Pintado
· 2 months ago
Great post, Danny.
To paraphrase Marshall McLuhan, "The Message IS the message".
Iggy
JeffHurt
· 2 months ago
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.
Danny Brown
· 2 months ago
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!
edwardboches
· 2 months ago
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.
Danny Brown
· 2 months ago
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.
edwardboches
· 2 months ago
Good point. Will return later to re comment v
edwardboches
· 2 months ago
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.
Danny Brown
· 2 months ago
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.
George F. Snell III
· 2 months ago
Bingo.
Every loves a great narrative, especially if it has drama and a happy ending.
Craig Gear
· 2 months ago
It's a :60 that feels like a :30 = good job
tessacarroll
· 2 months ago
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.
All Comments
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
* 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
@Narciso17
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.
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?
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
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?"
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.
Like you say in the first paragraph, it's your take.
To paraphrase Marshall McLuhan, "The Message IS the message".
Iggy
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.
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!
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.
Every loves a great narrative, especially if it has drama and a happy ending.
Tessa Carroll
VBP OutSourcing
www.vbpoutsourcing.com