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.