Photo by Rolf van Root on Unsplash Recently, everyone has been talking about ChatGPT, the language model developed by OpenAI. With its advanced capabilities, ChatGPT is revolutionizing the way we communicate with machines. It has the ability to understand natural language and respond in a human-like manner, making it ideal for a wide range of…
Category: Viral
Storytellers are well aware that a story is only as good as its villain. Nobody wants to watch a movie where the hero faces no obstacle. That’s why finding a tough and terrifying villain is so crucial in making a story work (and sell). Today, although the coronavirus causing COVID-19 is undoubtedly a very serious…
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…
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…
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…
Are you interested in brand and corporate storytelling? And do you love Italy? If the answer to both questions is yes – and if you are a student in search of a second level degree – you have now the chance to attend the Master in Storytelling at Pavia University, the first-ever course of this…