Tuesday, March 13th, 2012

What Marketers Can Learn from ‘The Artist’

We live in a world of 3-D, surround sound and high-tech special effects. Yet it was “The Artist,” a silent black-and-white film, that came away on top at BAFTA awards, the Golden Globes and the Oscars.

It’s not just nostalgia or cinematic pastiche that has critics and audiences talking worldwide. “The Artist” is particularly special because, in stripping down the conventional film to its most basic elements, it’s showing that the magic of cinema isn’t lost. If anything, it makes the experience much more captivating than its modern-day counterparts. The very absence of both sound and colour has sparked the imagination of audiences.

It’s a valuable reminder to all of us in marketing that effective, creative communication should always be as simple as possible. The age-old adage “less is more” certainly rings true here.

Of course, people don’t consciously decode advertising into simple audible or factual messages. The imagery, music, sound and writing connected to the creative idea are all designed to draw attention and make an advert memorable. The key is that the techniques used in the piece are relevant – both for the ad and for the audience.
Boiled-down, distilled ideas are the ones that stand out and ignite emotion in audiences – which is our mission at gyro.

Emotion is the key to intimacy between businesses, brands and people. It’s there in every choice humans make, whether they’re buying a conference-calling service like Powwownow, or in the case of George Valentin in “The Artist,” finding out how best to cope with the arrival of “the talkies.”

For marketers, it is really about getting to the essence of things that make businesses and brands matter to people again. “The Artist” reinforced this essence and reminded us: The simpler the concept, the more it can breathe.

Peter Davis is executive creative director at gyro Manchester.
Follow Peter on Twitter @digitaldavis.

Originally published at Ignite Something on the Forbes CMO Network

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