What Avatar, Titanic and Harry Potter can teach you about advertising
19/03/2013
Creativity. Storytelling. Emotion. The pillars of great advertising celebrated each year at the Cannes Festival. Looking along the street to that other famous Cannes festival, which celebrates all that is wonderful in the world of film, what can our noisy neighbours remind us of when it comes to brand building?
1. We both want influential properties that creates demand
Great stories stay longer in the mind, get talked about, get acted on. Some explore new frontiers, some explore the familiar. Movies can create paths in life that you would never have previously explored or simply remind us of what is most important.
People actively seek out movies, form large queues in fact. They achieve the ultimate end goal for any advertiser, to have an audience that's engaged and willing to pay a premium for the value the brand provides. And though that may sound simple, it's incredibly hard to do.
We're now seeing brands working increasingly hard to give value to customers outside of their core product offering. Brands such as Red Bull (disclaimer: our client) have established a content and event business to both build brand equity and as a revenue stream.
2. Technology makes great thinking better. It's not a substitute in its own right
Despite the race to embrace new technology, such as CGI and 3D, the story is still the key component for long lasting movie success. How many kids movies or sci-fi epics have forgotten the key ingredients of storytelling? None of the successful ones at least. How many brands have rushed to create apps or social media platforms without understanding their purpose in our lives?
3. Global properties recognise cultural archetypes
Movies can cut through local multi-cultural differences to appeal to people living very different lives in very different parts of the world. The highest-grossing movie to date is Avatar, which knocked Titanic off the top in 2009, ending a 12 year reign for Kate and Leo. The common thread between globally successful films is to tell a story that resonates across cultures.
Like the movies our brands and advertising increasingly have a global focus. Whether youre a global company like Unilever with presence in Asia, Europe and the US, or a local company like Barons Beer exporting all the way round the world, the story that connects your brand is at its strongest when it recognises cultural archetypesthat can appeal to mass audiences.
4. Planning for longevity makes more money in the long run
The movie world does franchises very well. The top 20 films of all time is scattered with them; Pirates of the Caribbean, Harry Potter, Lord of the Rings, Star Wars and Shrek amongst them. Great franchises have a plan for the future before they start and each new episode builds the brand. They have longevity because of their foundations. So many advertisements are relevant for a particular moment in time without planning for long-term brand appeal and consistency. If marketers took the approach of franchise-builders, each ad would simply be a new chapter for the brand rather than starting from scratch.
5. Engagement runs deeper than face value
The way movie studios measure a hit' has become more scientific, just like advertising. The practice of neurocinema, where brain feedback helps movie-makers evaluate, craft and refine the responses from a subconscious level is giving a wholly accurate picture of true engagement. Think of the developments in neuromarketing that understand brands as memory patterns and you're getting to another level of thinking and measurement.
Maybe if neuro testing had been available for Battlefield Earth they could have given us those two hours of our lives back. Maybe for Showgirls I would have wanted to see it anyway?
As marketers and advertisers these are things we know but often lose sight of in the rush for the now. Everyone's a critic of course. But only a few truly create. Great films tap into core human motivations. So next time you're faced with a new brief, take a moment and ask yourself what would Peter Jackson do? And go from there.
Ben Taylor
Head of Strategy
Vizeum Sydney
*This article first appeared in AdNews on Thursday, 25th October 2012.
LINK: | http://www.valmorgan.com.au/news-events/news/what-avatar-titanic-and-h... |
See more stories from valmorgan |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
16/05/2024
Clear-Com Communication Solutions Enhance Oregon State University's PRAx Building
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
16/05/2024
6 New Clearmountain's Domain Presets
Share this article width=32 height=32 data-lazy-src=https://apogeedigital.com/app/themes/juniper-theme/src/img/icons/facebook-purple.svg /> width=32 height=...
16/05/2024
Updated: Netflix to Stream Live Christmas Day NFL Games
In a major example of how large streaming services are successfully battling for lucrative sports rights, Netflix has announced that it has secured global right...
16/05/2024
ESPN, Fox, WBD Unveil Name for New Sports Streaming Service
LOS ANGELES & NEW YORK More than three months after announcing plans to launch a major new sports streaming service, ESPN, Fox Corp. and Warner Bros. Discovery,...
16/05/2024
CTV/Streaming Top of Mind for Marketers in 2024
In a survey conducted late last year, marketing companies said their main focus for increasing advertising would be CTV/streaming. Generative AI, which was not ...
16/05/2024
CPB Issues More Grants for Next-Generation Warning
Three public radio and one public television outlet are the latest recipients of funding from the Corporation for Public Broadcasting to upgrade their emergency...
16/05/2024
A year in live HDR production
John Mailhot, senior vice president, product management at Imagine Communications, gives an insight into how HDR is impacting live production today, as well as ...
16/05/2024
Sony Pictures Post Production Services Completes Expansion of its Sound Facilities
Sony Pictures Post Production Services Completes Expansion of its Sound Faciliti...
16/05/2024
Telestream Taps Power of AI to Manage, Define Media Workflows
TV Tech recently sat down with Telestream CEO Rhonda Bassett-Spiers and CTO Simon Clark to discuss how the M&E industry is adapting the cloud, IP and AI to enha...
16/05/2024
1185 Films launches one stop shop' for industry talent
1185 Talent will include directors, editors, colourists, VFX artists and photographers By Jenny Priestley Published: May 16, 2024 1185 Talent will include...
16/05/2024
Updated: Presteigne Broadcast Hire enters administration
The administrators said they are focused on trading the business as a going concern while they assess options, including exploring the possibility of a sale By...
16/05/2024
AWS CEO Adam Selipsky steps down
Selipsky will leave the company on 3rd June, and will be succeeded by Matt Garman, a senior vice president who has overseen sales and marketing at AWS By Jenny...
16/05/2024
Sony Pictures Post Production Services Completes Sound Facilities Expansion
Sony Pictures Post Production Services has announced that the final phase of a multi-year effort to expand and modernize its motion picture and television sound...
16/05/2024
CNN, ABC to Televise Two Presidential Debates
President Joe Biden and Former President Donald Trump have agreed to participate in two televised debates, the first of which will be hosted by CNN on June 17....
16/05/2024
Disney+ Debuts First Concert Film to Stream with IMAX Enhanced Sound
BURBANK, Calif. and NEW YORK Disney+, IMAX Corporation, and DTS, a wholly-owned subsidiary of Xperi, have announced that Queen Rock Montreal is now streaming ...
16/05/2024
WBD Unveils Advanced Advertising Features for Max
NEW YORK During its upfronts presentation, Warner Bros. Discovery announced a suite of new advanced ad products available on Max, that include shoppable ads, ad...
16/05/2024
iZotope announces RX 11 audio software, introducing new machine learning for tackling noise, and new tools for music streaming
iZotope announces RX 11 audio software, introducing new machine learning for tac...
16/05/2024
Check Out the Cine Gear Expo June 7 9, 2024 at Warner Bros. Studios in Burbank, CA
Check Out the Cine Gear Expo June 7 9, 2024 at Warner Bros. Studios in Burbank...
16/05/2024
Nouvel Photo & Film Captures Cinematic Wedding Films with Blackmagic Cinema Camera 6K
Nouvel Photo & Film Captures Cinematic Wedding Films with Blackmagic Cinema Came...
16/05/2024
Replacing Surfaces Like a Pro with Mocha AE Planar Tracking
Replacing Surfaces Like a Pro with Mocha AE Planar Tracking Levi Borland May 15, 2024 0 Comments Welcome to our comprehensive tutorial on planar track...
16/05/2024
CBC's CPL Teams Salamanders, Yard Gnomes One Week Away From Season Opener
The world of baseball at Capitol Broadcasting is about to expand like fireworks on a Friday night. The Holly Springs Salamanders will open their season at home...
16/05/2024
Blockgraph Adopted by tvbeat, Enabling Audience-Based Planning
Blockgraph said that its identity and data collaboration platform has been adopted by tvbeat, a provider of campaign planning technology for media companies....
16/05/2024
Irma Stern's 1930 portrait Cape Girl with Fruit headlines SA art auction
Irma Stern's 1930 portrait Cape Girl with Fruit headlines SA art auctionAn Irma Stern painting from 1930 leads Strauss & Co's diverse catalogue of moder...
16/05/2024
Prison Journalism: The role my mother played in my life
Prison Journalism: The role my mother played in my lifeWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Resto...
16/05/2024
Actress Sibongokuhle Cele joins Muvhango'
Actress Sibongokuhle Cele joins Muvhango'Model and former Durban Gen' actress Sibongokuhle Cele has secured a role in SABC2's soapie Muvhango'...
16/05/2024
Tonight on Skeem Saam: Carol sees Ntswaki getting up to no good with Toby
Tonight on Skeem Saam: Carol sees Ntswaki getting up to no good with TobyDon't miss Thursday, 16 May's riveting episode of South African soapie Skeem Sa...
16/05/2024
Fight for Honor in Men of War II' on GFN Thursday
Whether looking for new adventures, epic storylines or games to play with a friend, GeForce NOW members are covered. Start off with the much-anticipated sequel...
16/05/2024
Skeem Saam: Wednesday's episode, 15 May 2024 [video]
Skeem Saam: Wednesday's episode, 15 May 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African so...
16/05/2024
Monet painting fetches R640 million at New York auction
Monet painting fetches R640 million at New York auctionA Monet has sold for nearly R640 million at auction, Sotheby's said, marking a solid start to New Yor...
16/05/2024
Cruinni na ng 2024 - a day of free creative activity for young people
RT is supporting Cruinni na n g with a nationwide campaign on television, radio, online and digital. For a full listing of all activities and information on h...
15/05/2024
UKTV Ventures partners with The Farewell Guide in 1million airtime-for-equity deal
12th March 2024 - Award-winning broadcaster UKTV has today announced it has inve...
15/05/2024
Give Me the Backstory: Get to Know Jianjie Lin, the Writer-Director Behind Brief History of a Family
By Bailey Pennick One of the most exciting things about the Sundance Film Festi...
15/05/2024
De viktigaste insikterna frn Spotifys rliga Loud & Clear-rapport
Med sin rliga royaltyrapport Loud & Clear kar Spotify transparensen i musikindustrin, s att artister, l tskrivare, fans och hela musikbranschen f r en st rre...
15/05/2024
Chegaram as ltimas estatsticas: Artistas brasileiros geraram mais receita e alcanaram mais fs no Spotify - basta perguntar Anitta
Nos ltimos 10 a 15 anos, a mudan a para o streaming de udio transformou comple...
15/05/2024
The Latest Stats Are In: Brazilian Artists Generated More Revenue and Reached More Fans on Spotify-Just Ask Anitta
Over the last 10-15 years, the move toward streaming audio has completely transf...
15/05/2024
Celebrating 80 years of success in Morganton
On May 15th, we celebrate the 80th anniversary of the SGL Carbon site in Morganton, North Carolina. The entire SGL Morganton family came together to celebrate t...
15/05/2024
SBS Audio marketing campaign tells the stories of new Australians, with multilingual content offerings to assist migrants
SBS Audio marketing campaign tells the stories of new Australians, with multilin...
15/05/2024
ST Engineering iDirect's SKYflow Wins 2024 NAB Show Product of The Year Award
The pioneering satellite OTT solution clinched the Hardware Infrastructure award...
15/05/2024
L3Harris CEO to Present at Bernstein Annual Strategic Decisions Conference
MELBOURNE, Fla., May 15, 2024 - L3Harris Technologies (NYSE:LHX) Chair and CEO Christopher E. Kubasik will present at the Bernstein Annual Strategic Decisions C...
15/05/2024
Netflix to Stream Live Christmas Day NFL Games
In a major example of how large streaming services are successfully battling for lucrative sports rights, Netflix has announced that it has secured global right...
15/05/2024
NAB Show: Creative Lens on Live Sports
LAS VEGAS The premise of the 2024 NAB Shows Creative Lens on Live Sports: Next Gen Video Production and Fan Experiences session was very simple to understand if...
15/05/2024
ATEME Integrates Advanced HDR by Technicolor into TITAN Encoders
SILVER SPRINGS, Md. Encoder specialist ATEME has integrated Advanced HDR by Technicolor into its TITAN video compression solution, Technicolor said....
15/05/2024
Berklee Artists to Perform at Major US Music Festivals this Summer and Fall
Berklee Artists to Perform at Major US Music Festivals this Summer and Fall The Berklee Popular Music Institute arranged placements at top festivals including...
15/05/2024
ABC Sets The Golden Bachelorette' for Fall Schedule
ABC shared its 2024-2025 fall schedule hours before the Disney upfront presentation Tuesday, May 14. There's The Golden Bachelorette, a new Ryan Murphy show...
15/05/2024
Alicia Keys Kicks Off Amazon Upfront Show, Reese Witherspoon Wraps It Up
Amazon's first-ever upfront presentation, at Pier 36 in Lower Manhattan, got a late start due to its remote location. But the energy spiked when Alicia Keys...
15/05/2024
Disney Upfront Welcomes Back Bob Iger and Jimmy Kimmel
The Walt Disney Co.'s upfront presentation went on with a connections theme, and Bob Iger himself appeared onstage moments after it began. Emma Stone introd...
15/05/2024
Hulu's Under the Bridge' Tops TVision Power Score Rankings
Hulu's Under the Bridge moved up to take the top spot in TVision's Power Score rankings of the top shows on connected TV for the week of May 6....
15/05/2024
The CW Gets Rights to 11 PAC-12 Football Games
BURBANK, Calif. The CW Network has announced it will be the broadcast home for 11 Pac-12 football games featuring Oregon State and Washington State during the u...