If storytelling will be over \u201cwhen the world is perfect\u201d is true, advertisers would seem to have nothing to worry about. However, storytelling is everywhere and it\u2019s very easy for consumers to avoid.<\/p>\n

There is a parallel here to the 2018 Cannes Lions International Festival<\/a> of Creativity. While there is a category for Brand Experience & Activation, there isn\u2019t one for “branded” entertainment, notes Ari Halper, one of 20 judges in this year\u2019s Entertainment category.<\/p>\n

So Entertainment entries have to go \u201cabove and beyond what we typically considered to be entertaining content that was on behalf of a brand and rise to the level of entertainment at large,\u201d the CCO of FCB New York explains in this interview with Beet.TV.<\/p>\n

\u201cWe need to create experiences for people and content for people that rises to that level, that caliber of entertainment to the point where they want to engage with it regardless of knowing that it may be on behalf of a brand.\u201d<\/p>\n

Halper<\/a> cites as an example work FCB is doing \u201cwith the top people at Xbox\u201d to develop a video game for teenagers that \u201cneeds to be at the level of other video games that they play out there.\u201d The goal is to make the game experience itself \u201corganic to the message that we\u2019re trying to get across to the teens.\u201d<\/p>\n

The same concept applies to long-form content and short films, \u201cwhere the brand is while linked appropriately to what you\u2019re bringing forth to the consumer is not so overtly mentioned to the point where the consumer repels from it because they feel like they\u2019re being advertised to.\u201d<\/p>\n

Halper invokes FCB Global CCO Susan Credle\u2019s 2017 Tweet<\/a> about storytelling being over \u201cwhen the world is perfect\u201d in discussing the short attention span of consumers and their ability to \u201cskip everything or fast forward through it on their DVR\u2019s.\u201d Thus the onus on great storytelling has never been higher \u201cbecause it\u2019s more pervasive than ever.\u201d<\/p>\n

Halper also believes \u201cwe need to tell fresher stories in new mediums.\u201d Although lots of people equate film with television, the overwhelming majority of video content is online video. \u201cWhether or not you\u2019re telling a narrative in that space or whether you\u2019re telling a narrative on the television doesn\u2019t necessarily really matter.\u201d<\/p>\n

Like others in the advertising industry, Halper notes the limitations of creative versioning to achieve one-to-one messaging\u2014one being manpower. This is where data and automation come into play.<\/p>\n

\u201cKnowing that there\u2019s only twenty four hours in the day, it\u2019s incredibly important to be able to tap into data to mine for this ability to reach people on this more customized basis, to have this versioning and make things more programmatic so that it\u2019s automated.\u201d<\/p>\n

This video is part of The Road to Cannes, a preview of topics to be addressed at Cannes Lions. The series is presented by the FreeWheel Council for Premium Video<\/a>. For more videos from the series, please visit this page<\/a>. FreeWheel is a Comcast company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

If storytelling will be over \u201cwhen the world is perfect\u201d is true, advertisers would seem to have nothing to worry about. However, storytelling is everywhere and it\u2019s very easy for consumers to avoid. There is a parallel here to the 2018 Cannes Lions International Festival of Creativity. While there is a category for Brand Experience […]<\/p>\n","protected":false},"author":17,"featured_media":52660,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7262],"tags":[6576,6836,7271,7272],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52658"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=52658"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52658\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/52660"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=52658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=52658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=52658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}