Our new ECD, Michael showed me a video that – scarily for him – was sent to him by his son.
I say ‘scarily’ but it is also one of the most powerful pieces of writing – let alone performances – that I’ve ever seen or heard.
When I first watched it, I realized half way through I was literally holding my breath and then – at the end – I literally exclaimed, “WOW!”
But it was more than just an expression of being impressed by what I’d just seen, it was literally feeling the pain, anguish, confusion, strength, belief and empowerment of a complete and utter stranger.
Through his words.
Just his words.
I’ve said before that one of the greatest tragedies in modern adland is there’s this misguided belief people don’t want to hear or read long advertising copy anymore.
But we know that’s bollocks – because if it was true, people the World over wouldn’t have been moved by ads like our Chrysler Superbowl ad – even though in theory, it’s should only be relevant to the people of the US, and in particular, Detroit.
So next time someone tells you words don’t matter … or long copy is dead … or where you say it is more important than what you say and how you say it … show them this: