Surprise & the Big Reveal

Surprise & The Big Reveal (Storytelling)

It’s widely accepted today that everyone has a story to tell.  But, not everyone can tell a good story. I’m sure we all have family and friends that can either tell a good story, or what should be an exciting or dramatic adventure to a fizzled response.  And, voila, there is the key to good and hopefully, memorable advertising.

Often, clients want to tell their whole story in a thirty or sixty second piece which is not entirely recommended.  Story telling should have a simple beginning, middle and end.  The beginning should set the expectations to a possible surprise or big reveal at the end.  The middle should moves us forward towards the final third act.  The ending could be as simple as a facial or physical reaction, perhaps a final punch line, or maybe, a product or services reveal.  

A quick guide to creating a 3 act story could work this way.  The first 10 seconds, or first act, would set up a problem, challenge or potential need.  The next 10 seconds, or second act could be an attempt to secure that need or fix that problem to no avail.  The last 10 seconds, or third act, would reveal the solution, or address how to accomplish the opening challenge or need.

That’s a simple framework.  How you tell that story through humour, drama, or visual effects would be between you and your creative team.  However you choose to tell your story, please, by all means, at least entertain your audience.

Now, go make some memorable and compelling advertising!

DW