You may have seen this. It’s gone viral, and the star of this piece is already being limoed around New York to all the national morning talk shows after being nominated for an Emmy.
And Emmy for what, precisely?
For Best Actor in a Television Commercial. Really.
I didn’t know they had that category, either. But when you see this, you’ll understand why he’s a shoo-in.
Yes, the 30-seconds referred to in the title of this post reference a TV spot for Old Spice, the most long-lived name in men’s grooming short of Gillette.
I first saw this thing sitting in a movie theater waiting for the trailers to run. I usually get irriated when they show me advertising on my dime, and time, but this one blew me out of my seat.
You’ll see why in a moment. And if you’ve already beheld this wonder of creativity, you’ll want to see it again.
Why Writers Should See This
That’s easy. This spot tells an entire story, both visually and narratively.
It’s the sum of the Six Core Competencies of successful storytelling in full glory, at least if you go easy on the theme criteria in this case. It has a killer concept, a great character, a solid structure, a great series of lightning-fast scenes, and most of all…
… the voice of the writing is on another level.
What makes this work is the sum of all these elements working together. Click on the link below to behold this spectacle.
One more note. As a writer of novels and screenplays, you not only have to summon a remarkable voice, you also need to create the vehicle of its delivery. In other words, you need to be the writer, the actor, and the director of your story, and pull it together in such a way that the sum of the end product exceeds those parts.
Which is precisely what happens here.
Watch and learn. Be inspired. And of course, enjoy.