We all love Geico commercials. And the insurance company isn’t shy about spending $1.18 billion annually to ensure that we have “15 minutes can save you 15% or more on car insurance” branded into our subconscious. Ford, Samsung, Alphabet (Google’s parent company), and Verizon all have $2.5 billion advertising budgets, and Nike just does it to the tune of $3.58 billion.
“Fear is useless. What is needed is trust. As social innovators we’ve got to be tenacious, gritty, and courageous. We deal with cynicism and rejection, especially when what we’re working on is important. So we can never give up. Ever.” Jim Ziolkowski, founder and CEO of buildOn
Viral. As a parent, you loathe this word. It means sniffly, cranky kids and overtired adults. You can’t predict when a virus will take over your house, wreaking havoc and turning you into a sleep-deprived shell of your former self. And you can never predict when a video is going to go viral.
Which is harder to create: a short story or a novel? Most writers will tell you a short story is far more challenging. With a novel, you have 100,000 words to weave your tale and meander up to the point. With a short story, you have to get the job done in 15,000 or so. The same is true of a commercial. In 30 to 90 seconds, you need to capture your audience’s attention and deliver your message — with impact.