Advertising has always been a form of art, thanks to its masterful storytelling and editing. It can also evoke emotions within seconds. According to Sydney Pollack from Eyes Wide Shut, Stanley Kubrick was inspired by TV commercials in creating The Shining. Hollywood looked to UK commercial directors such as Ridley Scott in the 1970s for new talent and perspectives. Even those early pioneers had a classical Hollywood influence on their work.
Today, advertising still borrows from cinema, but too often, this influence is reduced to nostalgia–recognisable characters and familiar set pieces. Sainsburys’ recent Christmas advertisement featuring The BFG serves as a great example. It is undeniably successful in evoking memories. But it also raises the issue: Can we move beyond mere homage to embrace Hollywood’s capability to create new worlds of cinema?
The Oscars are just around the bend, so now is the time to consider what brands can learn from the cinematic world. Not just IP, but also the principles of tone and creative risk taking, as well as the building of a new universe.
Originality is back!
Hollywood may still be awash in sequels but we are also witnessing a rise of original, distinctive storytelling. Take The Brutalist, an unexpected film that explores the horrors in WWII. The producers trusted Brady Corbet’s artistic vision despite the niche topic, believing that viewers would be able to connect.
Brands should also encourage their teams of creatives to explore the boundaries of advertising. Not just by parodying pop culture, but by creating their own narrative and visual universes. Ads that are successful don’t simply sell products; they also immerse their audience into a certain mood, aesthetic or feeling.
Mastering Tone
What I remember most about commercials by David Lynch or Ridley Scott is the sheer fun they bring to them. They weren’t just product demonstrations, but cinematic experiments which made brands seem bigger than life.
Consider Tony Scott’s SAAB ad. The car was elevated to a desire object by framing it exclusively within an airplane hangar. This ad earned him the director’s job for Top Gun. Or Lynch’s New York City PSA which warns litterbugs that they could end up in a Lynchian nightmare. His surrealistic touch, whether it was Gucci cigarettes or public service messages, made them unforgettable.
The hyper-literal approach to advertising today is a stark contrast. In addition to selling products, creative world building fosters emotional resonance as well as brand longevity.
Spike Jonze’s Pardon Our Dust for GAP campaign is an excellent example. Jonze’s ad saw customers literally destroy the store to prepare for something new. This was a more exciting way of doing a rebranding announcement. These ads show that taking a creative risk pays off. They balance surprise, humor, and brand identity.
Trust is the Power of Trust
The biggest lesson that brands can take from Hollywood, is to be courageous. This lesson applies not only to the advertising industry, but also to clients.
My job as an editor/filmmaker is to translate a brand’s voice into a compelling story, while still inspiring the audience. Brands that trust their creative team to experiment and push boundaries with mood, tone and atmosphere are more likely to produce successful projects.
So, brands. Consider Hollywood — Scott, Lynch and Jonze. You can ask yourself why some ads stick with you, and why you still laugh at them or get chills. These campaigns were not just about selling products or trying to create a viral sensation. The campaigns were committed to an artistic vision.
David Lynch said, “Everything that I have learned throughout my life I’ve learned by trying something new.” This is a lesson all brands can learn from.