STORYTELLING RETURNS TO SUPER BOWL FRIDGE BREAKS

Goodbye Mr. Chimps?  This year’s Super Bowl commercials are said to herald a “return to storytelling.”  Simians in office attire for a 2011 careerbuilder.com ad, featured on the Super Bowl.    Courtesy The Los Angeles Times. 

Goodbye Mr. Chimps?  This year’s Super Bowl commercials are said to herald a “return to storytelling.”  Simians in office attire for a 2011 careerbuilder.com ad, featured on the Super Bowl.    Courtesy The Los Angeles Times

NEW YORK:   “Humans prefer storytelling to just telling,” says the chairman of Madison Avenue ad firm BBDO – and there’s a growing body of evidence to back up that claim.  Rankings from Creativity Online show more top ads are avoiding sight gags and hackneyed jokes – providing an emotionally engaging storyline instead. 

Now comes word that this year’s Super Bowl ads will feature an unusually high number of 60-second commercials – instead of the 30-second slots that have been standard on network TV for a generation.  It’s prompting media observers to acclaim a “return to storytelling” on Madison Avenue.   Courtesy superbowlads.com. 

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