Advertising should be about enabling stories to be told

Rebirth of Advertising

A few weeks ago I did a talk about the ‘Rebirth of Advertising‘ at TEDxLiege. Rebirth was the theme of the TEDx event that day and I wanted to bring a story that proves it is actually a great time to be in advertising today. That is if you don’t think about advertising as the intrusive, obnoxious thing that interrupts interesting experiences. Here’s how I define advertising:

“Advertising should be about enabling stories to be told. Whether those are brand stories, product stories, consumer stories, … Why would I listen to anyone if it they don’t have something interesting to say?”

Also when I started developing the talk I wanted it to have no advertising in it, I wanted it to excite people about a business I am excited about without showing entertaining work. You can see the 18′ talk in the video below.

Thanks to the team at Duval Guillaume for trying to push the boundaries of advertising every single day and special thanks to Mike Arauz (Undercurrent) whose thinking influenced me quite a bit lately. Thanks Mike!