|CU of male actor’s glasses in the rear view mirror||(Energetic, rebel music playing.)
|WS of male actor’s car driving through the desert with dusty flying buying||Male Actor: When we’re young, we dream of what we will become.|
|WS of male actor’s car and a motorcycle broken down on the side of the road||Male Actor: I wanted to be strong.|
|CU of female motorcyclist with her hand over her eyes looking at the approaching car and wearing Johnny Fly Co. glasses||(Music continues)|
|MS of male actor driving his car approaching the woman||Male Actor: I want to make a difference.|
|CU of male’s profile while driving the car||(Music continues, revving car engine sounds)
|WS of male pulling over on the side of the road to help the female motorcyclist||(Music continues, sounds from gravel on the road)|
|MS of the man fixing the motorcycle||Male Actor: I want to make an impact.|
|CU of the woman’s side profile while male actor is fixing the car||(Music continues)|
|MS of the man walking away from the motorcycle||(Music continues)|
|MS of the woman getting on her motorcycle||(Music continues)|
|WS of the man driving away with dust flying behind his car||Male Actor: I want to be fearless.|
|WS of the car in the distance with the female motorcyclist following behind.||(Music continues)|
|CU of Johnny Fly Co. logo||VO: Live Johnny Fly Fearless|
|CU of Johnny Fly Co. fading||(Music fades)|
Transcript with Plastic Surgeon
One of the most rewarding things is the change that we can bring to these families by treating these children.
I had this vision for what I wanted for my career and the type of practice I wanted to have and I truly just wanted to focus on pediatric and craniofacial surgery and they let me do that.
If you see my office, you’ll see that the entire place is just filled with toys and it’s very children friendly. I very rarely see my patients in an exam room. I think it makes them nervous. And the majority of my exams that I have to do, I can do with them sitting on my couch in my office, and then they can play with their toys and their siblings can play with the toys while I speak to the parents about the nuts and bolts of what we have to do going forward.
Life is challenging enough and the majority of these children are 100 percent normal as far as their intelligence is concerned, so they just need a few operations so — but to have the stigma of having a deformity, a congenital deformity, can have an unbelievable impact on kids and how they eventually develop as young adults.
A Essentially, in my practice, I do primarily cleft lip and palate repair, craniosynostosis repair, as well as facial trauma which includes facial fractures and the repair of them, as well as soft tissue injury.
A I think it’s just what I’m realizing — what I’m realizing are the rewards of it now, I guess, because when you’re in training, you don’t really have the benefit of seeing the outcome necessarily long term and you don’t really get the intimate interaction with the families. And now being in practice, I’m able to see that side of things. Whereas initially going into it, it was simply that I really loved working with the kids and I liked the anatomy, the basic head and neck anatomy. But now I’m realizing another portion of this that’s wonderful is that I get to really make a difference.
A I think that my commitment to the field, I think, is also in not only operating and taking care of these children, but also in contributing either new techniques or even just reporting outcomes, which is very important in any specialty. So I’ve been involved and will continue to be involved in many of our national meetings, like the ASPS, which is the American Society of Plastic Surgery, the American Cleft Palate and Craniofacial Society.
I think one of the most satisfying things is not only seeing the effect that I can have on the family as whole and the parents and bringing the baby out from the operating room and having the parents hug me and cry and be thankful for the change that was made.
I think it’s something you need to really dedicate your life to and to really make a difference and really to take the best care of kids.
Digital Storytelling IMC 634
|1.||Medium shot (MS) of a male and a female in a McDonald’s restaurant. Male is sitting and female is walking towards the table.||Upbeat music playing.
Female Voice (FV): Ah Egg McMuffin, Good call babe. Fresh cracked egg…
|2.||Wide shot (WS): Man is sitting and female puts her hand on his shoulder and sits down.|
|3.||Close shot (CS): Close up on McDonald’s oatmeal.||(FV): Ahh, look at all this fruit in here.|
|4.||(MS): Man’s surprised face as female tries to feed him a bite of oatmeal.||(FV): You’ve gotta try this honey.|
|5.||(MS): Woman is somewhat embarrassed and realizing she fed her oatmeal to a stranger.||(FV): Oh…|
|6.||(CS): Man confidently takes a bite of the woman’s food.||(FV): …you’re not my honey.|
|7.||(WS): Woman calmly, yet awkwardly, picks up her tray and moves to the right table.
Her “honey” watches in the background.
|Stranger: It’s so good.
Voiceover: The simply joy of getting lost in a great breakfast.
Upbeat music plays
|8.||Screen fades to red background with McDonald’s “M” logo and||McDonald’s “I’m lovin’ it” jingle plays.|
|9.||(WS) Female and real boyfriend sitting at the table jokingly.||Boyfriend: That’s actually how we met.
||WS of two teenage girls eating lunch at a table in a McDonald’s restaurant and one teenage boy, back turned, sitting on a stool.||Upbeat music playing.
|2.||(MS): Girls are chatting, inaudibly, and the girls on the left is eating McDonald’s French fries and admiring the boy across the restaurant.||Music continues|
|3.||WS: The boy glances at the girls from across the room and immediately looks away.||Music continues|
|4.||CS: The girl with the crush is anxiously eating her French fries and breaks eye contact with the boy.||Music continues|
|5.||CS: Girl reaches for another French fry in in the, almost completely, eaten fry box.||Music continues|
|6.||MS: Girls takes a bite of the French fry||Girls voice (GV): He loves me?|
|7.||MS: Boy is looking down working on his schoolwork and then glances back at the table.|
|8.||MS: Girl takes another French fry from the box with a scared expression on her face.||GV: He loves me not?|
|9.||CS: With only two fries left, the girl reaches for another French fry.||GV: He loves me?|
|10.||CS: The girls eats another fry and looks promisingly at the boy.||Music plays|
|11.||MS: Screen pans to where the boy was sitting and he seems to have left the restaurant.||Music plays|
|12.||CS: Girl takes the last French fry from the box.||GV: He loves me not.|
|13.||WS: To her surprise, the boy walks up to the table with the last fry from his box.||Music plays|
|14.||CS: The boy offers the last fry to the teenage girl questioning his love.||Music plays|
|15.||CS: She takes the last fry and they exchange an optimistic glance.||Music plays|
|16.||MS: Boy leaves the restaurant and the two girls chat, inaudibly, about what had just happened. Then, the two girls share a hug.|
|17.||Screen fades to red with McDonald’s “M” logo.||VO: The simple joy of McDonalds.|
How do you know what you’re made of?
It’s just who you are, right?
Every day, we make the choice to be the best we can be. To be loyal, dedicated and constant.
Imagine a group of friends and their love for basketball, removing limitations for a friend with special abilities by playing the game in wheelchairs. By blurring the lines between our differences, we win together. Guinness. Made of more.
A priest and an imam walk into a living room. They share a few laughs and quickly realize they have more in common than their devotion to faith. When they stand to walk to the door, both struggle as they suffer from arthritic pain. After they buy each other the same knee brace, Amazon’s realize our commonalities are greater than our differences.
Commercials that are “not literal” by creative choice are some of the most powerful examples of storytelling. They take the audience to an emotional space, a new place and sometimes a different world altogether.
Please see some of my favorite, recent examples.
Commercial 1: 2016 Nissan TITAN XD Commercial Shoulders of Giants
Plot: The story begins with two boys and their dog in search of adventure. Then, a boy who sees his father lacing up his boots for work. Next comes a little girl being carried to bed by her mother before she heads to work. It continues with an inspirational narrative showcasing incredible heroes like firefighters, astronauts and high school football coaches.
As the story plays out, it reveals a strong sense of inspiration the children get from those “who have gone before” and “set the path” for others to find greatness. It also highlights how those great individuals lift up others to pursue their own path, and ultimately, the legacy of greatness continues.
Commercial Strategy: This commercial employs one of the most powerful strategies available to a marketer, emotional connection. While many competitors utilize a competitive or comparison strategy to set themselves apart, Nissan chose to give thanks to the brands who have gone before. Because of their innovation, Nissan now has the ability to be better than the rest by harnessing what works for buyers.
Strategy Statement: “Going Beyond.”
Commercial 2: Organic Balance: Real Morning Report
Plot: Imagine this, a hectic morning, waking up late, barely time for a shower and then rushing out the door with little to no breakfast to start your day. That’s what each woman in this story goes through.
The plot continues by highlighting all the reasons why there is simply no time for “real life Pinterest boards,” “relaxing morning yoga” or “journaling in your journaling nook.”
The story concludes by showing one thing busy women do have time to do, grab a healthy breakfast shake.
Commercial Strategy: This commercial also uses the ever-impactful, emotional connection strategy. This time, it uses relatability and the sense that consumers are not alone in their struggle and the brand is here to help.
Strategy Statement: “You Can’t Even, but We Can.”
Commercial 3: Lowe’s House Love
Plot: This commercials tells a sweet story of two childhood neighbors who become friends, kindle a relationship, get engaged and then fall in love, but so do their houses. While the young boy and girl grow older and their relationship grows, so does the love between the houses.
After the couple has their first child, they put the other home up for sale. Years go by and the elements set in. Then, one day the “wife” notices the house could use a little love. After rejuvenating the old character of the home, it sells and another little girl moves in and the audience sees the same romance begin to blossom between the young son and girl across the street.
Commercial Strategy: This strategy certainly uses the emotional connection strategy. It does not try to compete with other home improvement brands. It simply showcases the incredible projects its customers can complete by using “a little love.”
Strategy Statement: “Just The Two of Us.”