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
!w&UD
LIVEMINE THE PRODUCT FOR VERBS
W1RC
PICK THE ONE BEHAVIOUR THAT CARRIES
t|H:
BUILD THE WORLD OUT OF THE BEHAVIOUR
X6~+
ESCALATE INSIDE THE BEHAVIOUR
N<fM
RUN THE SUBSTITUTION TEST
oFpU
END ON THE ACT NOT THE EXPLANATION
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9x(0OtAVdy
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