Apple learned that fundamental pillar of effective communications years ago, a style that’s help rocket sales. P&G is the latest shining example, using a stunningly beautiful and storytelling TV commercial now airing in Britain. Have a look at this fantastic storytelling video.
This is P&G’s elegantly simple message:
Being a mom is the hardest job in the world. But it’s also the best.
This Procter & Gamble commercial honors everything that all moms do to help their children succeed by showcasing the amazing moms behind Olympic athletes at the London 2012 Olympic Games. The hardest job in the world is truly the best job in the world.
Join P&G in saying “Thank you, Mom” by sending your Mom a message of thanks at: www.facebook.com/thankyoumom
It was David Henderson who showed me the way to this great example of brand storytelling. David is kinda my buddy from across the big pond when it comes down to corporate storytelling.
A year ago we co-hosted a seminar on brand journalism. You can read more about that here and here.
For more than 20 years, David has been tagged a pioneer of “brand journalism” by knowing how to use the appeal, credibility and influence of timely and real news to tell corporate stories. For example, he made Gulfstream Aerospace the hallmark of corporate aviation in the mid-’90s by shifting emphasis away from the company and to the competitive advantages of owning a GV. Brand journalism or active corporate news storytelling dramatically recalibrates an organization’s communications paradigm.
David Henderson:
“Even though many companies and organizations remain obsessed with the outdated marketing and PR tactic of narcissistically talking about themselves, fewer and fewer audiences are listening in today’s noisy world. People desire an emotional connection with a company’s products or services. What’s particularly powerful about this TV commercial is the minimalistic music interwoven with natural sound so as not to be intrusive … a polar opposite of many videos produced today with bombastic music.”
P&G’s Facebook page has received more than a half million “Likes” in just a couple of days. They know … it’s not about their company, it’s all about finding an emotional, meaningful connection with audiences.