A video is worth 1,000,000 words
When you work in a field as subjective as advertising, you often find yourself reading or writing expansive amounts of crap to explain justify an idea.
While most people in the creative industry will (rightly) say "If it takes too long to explain, the idea's not good enough", we are not always given the luxury of time or choice to start all over again.
I was recently sent this TED Talk by the head of YouTube's trends department, detailing the reasons why he believes some videos go viral and others don't.
In short, be unexpected.
Importantly, this led me to spend time thinking about the unspoken heirarchy we have created around web content. If a picture is worth 1,000 words, how many words does a video equal?
Watch this commercial for Microsoft's Kinect device and then try to put a price on the story it tells. I genuinely believe this is one of the best commercial's in modern times for exactly that reason... The way it makes me feel is priceless.
Throw in some emerging media, Pink Floyd / V for Vendetta style operatic theming and you have a post modern piece of brilliance for the UK's Guardian newspaper.
Get a video camera.