I collect TV spots like kids used to collect trading cards. And from time to time I go back and watch them. But the one I keep going back to more than any other is a spot BBDO did for Monster.com. Unlike so many spots we watch, it never gets old to me. It is beautifully done. Spot on animation! And it tells a story as vivid as any Pixar movie, although that is not the reason I hold it in such high regard. It’s the message. This work of art is called, ‘Stork.’

When we talk about making ads memorable and making ads stand apart, spots like Apple’s ‘1984’ or Volkswagen’s ‘Snow Plow’ come to mind. But do their messages have the emotional tie that my ‘Stork’ has? I ask you…

What BBDO did with this message was go to the very heart of why you should use their product. Not only did they do that, they touched on a universal truth. With emotion. On top of that, they said nothing. No words were spoken at all.

This, to me, is the most powerful form of communication. If you can tap into a universal emotion directly related to the product you are selling, you have not only done your job, you have made something that will burn into someone’s brain for a long, long time. Who needs words?

I, for one, will spend the rest of my career trying to create something as beautiful as this spot. ‘Stork’ is why I am in advertising. I guess you could say it’s my Joe DiMaggio.

By Matt Whitfield
Tags: TV

This entry was posted on Thursday, January 14th, 2010 at 3:45 pm and is filed under General . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.