Commercial Video And TV Commercials Are But Distant Cousins

Advertising is home of the loud, land of the brash. That’s why Adam Lisagor, “advertising’s quietest pitchman,” is a hit. He’s quiet and that’s the kind of thing that stands out amid the noise.

Let’s take a look:

According to Fast Company, Lisagor is now shooting TV spots, as well.

The transition–from the sometimes-insular online world to the bigger, brasher universe of TV–might have been inevitable, but it still gives Lisagor pause. He’s entering the land of oversell, after all, and he doesn’t intend to change his voice to match. “It’s going to be a brutal learning process,” he says. “There’s a crucial difference between doing these for the web and for TV. On the web, somebody’s watching it because they were curious enough to click. On TV, you’re always a disruption. You’re a necessary evil, and all you can do is be the best necessary evil you can be.”

The web is also a perfect place for demonstrations. On TV you have to get in and get out–your storytelling canvas is visual haiku.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.