Storytelling Comes To Commercials – And Not Too Expensive!


The Summer Movie Season was nothing short of a disaster – a commercial disaster and a creative disaster.

Earlier this year, Steven Spielberg predicted the collapse of the megabudget movie system. Bombs like The Lone Ranger or Pacific Rim (not to mention The Great Gatsby- IMHO) cost hundreds of millions of dollars and were disasters. The reason, I think, is that they often simply forget to hire a writer and instead put that money into more Computer Generated special effects.

Now, take a look at this lovely commercial from Thailand. Made for next to nothing (you could shoot this on an iPhone), is a powerful little story. A great use of video. And, incidentally, The New York Times recently ran a piece about “Storytelling Ads”. The title says “Storytelling Ads May Be Journalism’s New Peril” but it sure makes for compelling viewing.

Meanwhile, take a look at what is happening in Thailand.

Copyright Michael Rosenblum 2013

 

Michael Rosenblum

For more than 30 years, Michael Rosenblum has been on the cutting edge of the digital video journalism revolution. During this time, he has lead a drive for video literacy, and the complete rethinking of how television is made and controlled. His work has included: The complete transitioning of The BBC's national network (UK) to a VJ-driven model, starting in 2002. The complete conversion of The Voice of America, the United State's Government's broadcasting agency, (and the largest broadcaster in the world), from short wave radio to television broadcasting and webcasting using the VJ paradigm (1998-present). The construction of NYT Television, a New York Times Company, and the largest producer of non-fiction television in the US. Rosenblum was both the founder and President of NYT TV, (all based on this paradigm (1996-1998). The President and Founder of Video News International, a global VJ-driven newsgathering company, with more than 100 journalists around the world. (1993-1996). Other clients include Spectrum News, Verizon and CBS News.

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