It's Christmas and I wouldn't have it any other way

If you want to create an ad as wonderfully sentimental and magical as this Morrison's tv spot you need to do three things: 

1. Embrace your emotions

Reject functional and rational messaging, and embrace the right brained world of emotion. Force yourself to see the world from the viewers perspective; their humanity, aspirations, frailties, and joyful moments.  Resist the urge to make it mainstream or superficial (and write that in your brief).

2. Remember it's not about you, its about me!

Make the viewer (customer/audience) your only priority. That's right, tell a story only they will care about. Realise that capturing their mind and their heart is all you need to do. This is not the time for selling, for price promotions, for store front shots or gratuitous branding. 

3. Believe, be fearless and stay the course

For a story this magical, you have to trust your agency, the creatives  and the director.  When they talk about making it feel authentic and spontaneous...just let them do their thing.  When they ask for the 'slow mo' camera for the flour scene just say yes. When you ask to make the logo bigger in the end frame, listen and agree when they say no and push back. 

One last thing

Whatever you do, don't give in to internal pressure to make changes (stay strong in that tough meeting when the ad is being torn to pieces).  Don't cave to demands to make it more like competitor 'X', or add in more facts like competitor 'Y'. Only marketers and agencies with true belief in their art will take calculated risks like this, and customers will reward them with their minds, hearts and money. 

Once Is Chance, Twice is Coincidence, Third Time Is A Trend

I can't help but notice that the square is making a slow comeback, as the Microsoft blog announced their new logo today. 

Despite a mix of cynicism, and support this instantly elegant  logo evokes very few alternative brands, as only FLOR,  Weber Shandwick and JCP come to mind. To prove my point even Square - the mobile payment brand uses rounded edges in their logo! 

So, could a humble sharp edge be a case of simple, yet relevant differentiation? Will the geometrically 2D square edge become the 'new' round(ed) ? Might Square, or Apple embrace straight lines.....? 

Is your brand a follower or a leader ? It's been said that once is chance, twice is coincidence, and third is enemy action a trend!

STOP PRESS: 

Microsoft's timing is impeccable! With the August 24th announcement of Apple's patent victory vs Samsung, perhaps brands will adopt the 2D square edge much quicker than envisioned.