Have Story, Will Sell

Lewis Lazare ran an item in his Sun Times column on Feb. 8 about research indicating the three most-liked commercials in the 2008 Super Bowl of Advertising were all story-driven.
This led legendary director, Joe Pytka, to send Lazare a note.

I have been lobbying for years to change the way advertisers think, and the results of the commercials I directed that were mentioned in your column reinforce this notion. I’ve treasured my relationship with the long-form commercial through my work for Hallmark and Anheuser-Busch, and I’m grateful for your insight into what we both regard as a serious problem in our industry — the disregard for respect for the public.
The notion of telling a good story is quickly becoming a lost art — both in commercials and cinema — and I commend you in recognizing that. Please keep this forum open.

Here’s a long-format storytelling spot for Hallmark from Pytka and Leo Burnett:

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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.