Comments on: rethinking the commercial http://blog.audioconnell.com/2009/10/09/rethinking-the-commercial/ the blog and podcast presented by professional voice over talent Peter K. O'Connell Fri, 30 Jul 2010 13:29:12 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: peter o'connell voiceover http://blog.audioconnell.com/2009/10/09/rethinking-the-commercial/comment-page-1/#comment-5624 peter o'connell voiceover Tue, 29 Jun 2010 13:53:28 +0000 http://blog.audioconnell.com/?p=2678#comment-5624 Hi Steve, Thanks very much for your insight and kind words. A lot could be said (good and bad) about Don Hewitt but he was a great story teller. Hi Amy, I like your phrase "more memorable choice" because it was exactly that. But you've got to stop crying in front of your computer - the computer is starting to get its feeling hurt - it thinks its doing something wrong! ;) Best always to you both, - Peter Hi Steve,

Thanks very much for your insight and kind words. A lot could be said (good and bad) about Don Hewitt but he was a great story teller.

Hi Amy,

I like your phrase “more memorable choice” because it was exactly that. But you’ve got to stop crying in front of your computer – the computer is starting to get its feeling hurt – it thinks its doing something wrong! ;)

Best always to you both,
- Peter

]]> By: Amy Snively http://blog.audioconnell.com/2009/10/09/rethinking-the-commercial/comment-page-1/#comment-5620 Amy Snively Mon, 28 Jun 2010 21:30:56 +0000 http://blog.audioconnell.com/?p=2678#comment-5620 I hadn't seen the Pantene one, and even though the ending was a bit predictable, I cried through the whole thing, Kudos to them to basically condense a feature film into 4 minutes. This kind of advertising is very "21st century"-- people are exhausted from being sold to all the time. But everyone hungers for story. That was a bolder and more memorable choice than if they had just sold to us for :30. I hadn’t seen the Pantene one, and even though the ending was a bit predictable, I cried through the whole thing, Kudos to them to basically condense a feature film into 4 minutes.

This kind of advertising is very “21st century”– people are exhausted from being sold to all the time. But everyone hungers for story. That was a bolder and more memorable choice than if they had just sold to us for :30.

]]> By: Steve "@PodcastSteve" Lubetkin http://blog.audioconnell.com/2009/10/09/rethinking-the-commercial/comment-page-1/#comment-5619 Steve "@PodcastSteve" Lubetkin Mon, 28 Jun 2010 21:00:33 +0000 http://blog.audioconnell.com/?p=2678#comment-5619 This blog post underscores what Don Hewitt told the correspondents on "60 Minutes" and every other aspiring journalist who asked his advice during his legendary career. There are just four words that tell you what to do, Hewitt would say. "Tell me a story." That's it. Forget the hard sell, forget pontificating. Just "tell me a story." It works. You proved it here. Thanks for a great post! Steve "@PodcastSteve" Lubetkin, APR, Fellow, PRSA Managing Partner, Professional Podcasts LLC Senior Fellow, Society for New Communications Research steve@professionalpodcasts.com www.professionalpodcasts.com This blog post underscores what Don Hewitt told the correspondents on “60 Minutes” and every other aspiring journalist who asked his advice during his legendary career. There are just four words that tell you what to do, Hewitt would say.

“Tell me a story.”

That’s it. Forget the hard sell, forget pontificating. Just “tell me a story.”

It works. You proved it here. Thanks for a great post!

Steve “@PodcastSteve” Lubetkin, APR, Fellow, PRSA
Managing Partner, Professional Podcasts LLC
Senior Fellow, Society for New Communications Research
steve@professionalpodcasts.com
http://www.professionalpodcasts.com

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