Proof
Make the Product the Hero
The Playbook
Cast the product as the performer. Build the idea out of one real behaviour the product has, choreograph that behaviour until it is the entertainment, and refuse any idea a competitor could re-shoot with their product dropped in.
The Outcome
From a viewer who could describe the ad in full without ever mentioning the product, to a viewer who cannot describe what they saw without naming what the product did.
Playbook DNA
LIVE
MINE THE PRODUCT FOR VERBS
PICK THE ONE BEHAVIOUR THAT CARRIES
BUILD THE WORLD OUT OF THE BEHAVIOUR
ESCALATE INSIDE THE BEHAVIOUR
RUN THE SUBSTITUTION TEST
END ON THE ACT NOT THE EXPLANATION
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