19 January 2011

Hold the Eulogy: Great Super Bowl Ads ain't Dead

Why... this is my favourite spot from last year's Super Bowl, thanks for asking.  

Call it 'storytelling by other means'; the art of telling a story by unconventional means. Such as... say... a TV spot that tells a story, not with actors, dialogue or on-screen text, but by queries on a search engine. 

Or Hemingway's famous "shortest story ever":  "For sale: baby shoes.  Never worn."

It was part of the genius of Alfred Hitchcock, who opened Dial M for Murder with a Ray Milland / Grace Kelly sequence that told us everything we need to know about the main characters- without a word of dialogue.

Hitchcock did the same again in Rear Window- where in one opening shot we learn that Jimmy Stewart's character is an accomplished magazine photographer, that he was working too close to a crash at a motor race, that he broke his leg (and still got a great photo), and that he was cooped up in a wheelchair in his apartment.

Not a word of dialogue in either of 'em. 

This Google spot not only tells a story, but- as anyone with a marketing eye notices immediately- demonstrates the product in doing so.

'Nuff to leave you speechless.

No comments:

Post a Comment