People have a habit of complicating things. I do it all the time. Over-analysing, over-thinking, over-working. When really, all you need is a good truth. Great advertising always engages with the audience and there’s no better way of doing that than to find a human insight. Something that is universally true and we all do, if you can pair that to a product with a simple idea then you can’t lose, why? Because it’s the truth, you can’t argue against it. In this context I’m talking about advertising but the same applies to other things.
Have you ever noticed that a lot of the best films, the ones that really strike a chord, are based on true stories? Or that the best comedians make you laugh by simply talking about things we all do day to day. It’s human, it’s real, and it’s believable.
"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen." Bill Bernbach
So whenever we try to communicate to humans (quite a lot of the time), we should try to find common ground, a truth they can relate to. That’s one of the best things we learnt at university and hopefully we can continue to accumulate human truths on our adventures around London.
I’ll leave you with a couple of the human truths on my list (yes, I have a list, get over it):
1) Whenever you leave school or college etc, they’ll always build a brand new playground or get a whole new suite of computers the year you leave.
And
2) Dad’s piss for ages.
As Budweiser said “True”.
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