Word power


A picture may be worth a thousand words, but a few, well-chosen words provide clarity of thought beyond any image.

“Just do it.”

“Think different.”

“The things we make, make us.”

These short sentences have several things in common. First, even though they are concise and precise, they easily expand into a greater, more powerful  meaning. Second, they define a very specific point-of-view. And last but not least, they were all created by the ad agency who many consider as the most creative in the country, Wieden & Kennedy.

I was fortunate enough to attend the “Creative Engines” event held recently at the Wexner Center featuring Sergio Marchionne, CEO of Chrysler and Fiat, as well as John Jay, the global executive creative director for Wieden + Kennedy. That evening, they discussed the business challenges that faced Chrysler and the campaign created by W&K that helped establish the company’s resolve to come back from  bankruptcy. And while many of the commercials were beautifully filmed, scripted, and edited, John Jay credited the written word as the element that captured and crystalized the emotion of the their new campaign.

Here’s the script from the 2 minute launch commercial that premiered on the Super Bowl.

“I’ve got a question for you. What does this city know about luxury? Huh? What does a town that’s been to hell and back know about the finer things in life? Well, I’ll tell you. More than most. Ya see, it’s the hottest fires that make the hardest steel. Add hard work and conviction, and the knowhow that runs generations deep in every last one of us. That’s who we are. That’s our story. Now it’s probably not the one you’ve been reading in the papers…the one being written by folks who’ve never even been here. Because when it comes to luxury, it’s as much about where it’s from as who it’s for. Now we’re from America. But this isn’t New York city, or the Windy City, nor Sin City, and we’re certainly no one’s Emerald City.  (Eminem) This is the Motor City, and this is what we do.”

Title fades up: Imported from Detroit.

Simple, but not simplistic. Straightforward, yet nuanced.

Now if I could only get Wieden & Kennedy to write my blog.

See you next week.

JIM JOHNSON

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