Nell’anno che si è appena concluso molte aziende hanno saputo creare storie di marca attraenti e di valore. Ma quella che per me è risultata la più interessante è Breaking2 di Nike. Lo stimolo narrativo è partito col trailer: Rompere la barriera di 2 ore nella maratona è impossibile. Tutti lo sanno. Lo sa la…
Author: Joseph Sassoon
Per cortese decisione dell’editore Franco Angeli, a distanza di sei anni dalla sua prima uscita il mio libro Web Storytelling viene ripubblicato. Ieri ho consegnato il testo aggiornato, e il nuovo libro uscirà con lo stesso titolo in Aprile 2018.
The commercial that Nike launched for the new NBA season a few days ago sums up the values at the core of the brand. The ad opens on a young kid named Dante Grand holding a basketball as he stares at a neighbourhood basketball match. Then he starts dreaming about his future, and we follow…
As something coming from an oven and deeply rooted in tradition, pizza may seem a low-tech type of food. Indeed, if you just think of what you eat – that delicious, universally loved combination of dough, tomato and cheese – it is. But that’s not keeping Domino’s from taking a very advanced technological approach to…
After almost a year of determined work my friend Alberto Maestri and I have finally published our last book, of which we are very proud. It’s called Customer Experience Design and it’s about how companies can design memorable brand experiences. How relevant is this topic? Indeed, its importance can hardly be overestimated. Today all main…
A week after the launch of the Pepsi ad that has inflamed the Internet, the dust is starting to settle. And it becomes clearer why so many people found that ill-advised video so offensive. It’s definitely unusual to concentrate such a long list of blunders in one single commercial. From a storytelling point of view,…
Too many adverts today are flat and uninteresting. Some instead have incredible impact, are easily remembered and often shared. Curiously, many in the advertising business are unaware that in most cases the latter have a precise element in common: a plot twist. This element is pretty close to the roots of humour – but should…
The elderly man sits on his bed alone or at a table surrounded by others in a depressing retirement home. He gazes into space, thinking of his past glory as a marathon athlete. After rediscovering his well-worn Adidas training shoes, he suddenly tries to regain a sense of freedom by running again. But the nursing…
The commercial that gained the top spot on Advertising Age’s Viral Video chart covering the week through Sunday is absolutely amazing. Featuring a stuffed bear couple arriving at Heathrow Airport after a flight, amid human actors, it could have easily turned kitsch. Instead, it is extremely delicate and tender, even moving. The fact is, its…
American presidential elections have always largely revolved around storytelling. As in many other contemporary narrative wars, the best story wins. Barak Obama was able to clinch his first presidential mandate thanks to the story of his life – from a precarious childhood to the US Senate. But this year the storytelling side of the race…