…i aspire to be a great storyteller one day. This ad from yesterday’s superbowl gives me insight into what great storytelling is all about. Check it out:
When I first became interested in storytelling as a profession, the girl I was dating bought me a copy of Robert Mckee’s Story. In it, Mckee essentially writes that screenwriting comes down to “a good story, well told.”
The first thing I got from the ad is that it’s a simple and solid concept–the progression of a relationship as seen through keyword searches (A GOOD STORY).
The second part (WELL TOLD) occurs through that ad’s use of sound design. It brilliantly incorporates audio — the heightened progression of the music, the plane in flight, the baby crying at the end — to enhance the story while allowing me, the viewer, to fill in the visual gaps.
These two elements came together in a way that made me stop and pay attention…made me ask, “what’s going on here?”, and about 10 seconds into it, i got my answer…not because the commercial “told” me, but because it provided clues for me to solve (SHOW DONT TELL).