TO STORYALISE

Did you watch Mad Men?
A TV series about the early days of ad agencies on Madison Avenue in New York, set in the 1950s.

John Hamm played Don Draper, the mercurial, creative that would come up with brand new ways to position a product.

After all advertising can be extremely boring and something that people often can’t run away from fast enough,
hence the kettles boiling during the pre-streaming days of tv ad breaks at scheduled times.

Advertising at it’s best however can meet the consumer where it’s mind is at.
Humour being the fastest way to do that and there are many brilliant adverts which have transcended advertising.

When i heard that Shaquaille O Neal was being signed up by Sportsbet a few years ago, i winced. Was this just
going to be a yesteryear star derided for brand uplift before our eyes? Instead the campaign has been fantastic
and very amusing, in fact several of the variants have been very funny, the recent theme of the bodyguard
who is 2 feet smaller than Shaq and as cheeky as they come, has thrown some brilliant storylines.

Don Draper would have been proud of such campaigns.

Now if your budgets reach 8 or 9 figures, campaigns of that ilk may deliver strong returns. however
for 5 and 6 figure budgets, a much more doable approach is to storyalise.

Press releases are produced in the millions every day and a small handful are storyalised.

Most press releases are beyond boring, they report facts that are extremely dry as if anyone wants
to know those facts. Good PR has a deeply thought out story, unpublishable PR has zero creative input.

Storyalising is a skill.
It starts from the persepctive of storytelling, not selling or working with dull facts.

Organise a brainstorm to discuss your storyalising opportunities as well as positioning, here