Movies exert a big influence on StoryFORMing

Such an arresting form
and so easily accessed through digital devices.

The story from our urban village that put our sense of "future-tense" stories to the test.

An overview of commercial storytelling we published in 2013, with a lens on innovation, this 2013 article uses as one example the 1997 Apple advertisement below.  

For an overview of the campaign by advertising bloggers Creative Criminals, visit this post.  

A word on our sponsors: John Lewis – Always a Woman

Viv Groskop's advert review: Watch a lifetime flash by in this emotional ad – all never knowingly undersold, says the leader on this Guardian column.

"This year's Christmas adverts aren't adverts, they're 'events'. Ghastly events. The John Lewis commercial doesn't make me cry. It's just an advert for a shop," says Charlie Brooker in the Guardian.

The genealogy of storyFORMing

1997. Steve Jobs in shorts, relaxed, during internal meeting with Apple executives and managers, just a few weeks after his return to Apple, speaks briefly about planned changes in company (pipeline, products, distribution changes) and then presents first informations about planned "Think Different" campaign. Start at 3.14 for the key sequence on value.

When developing the Think Different ad campaign, Lee Clow from Apple's agency TBWA\Chiat\Day asked Steve Jobs to narrate the ad. Steve was reluctant initially because he didn't want people that viewed the ad to relate to him, but the Apple. He finally obliged but in the end, Apple choose to use Richard Dreyfus' voice.


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