the #1 rule for amazing advertising

One of my favorite quotes about advertising comes from the great Leo Burnett. I've wrote about this concept extensively, mainly because I feel it is one of the most important "rules" for advertising that any creative -- young, or old -- can ever understand. Burnett said that every product has an "inherent drama," and it is up to the creative team to find this drama, and bring it to life.

When you bring this "inherent drama" to life, you have no need for disruptive tricks like flashy graphics, or naked girls. The drama sells itself.

A recent example of this is a new spot by staples (featured below), from agency David (in the Ogilvy & Mather family), of Brazil/Argentina.

Mark Duffy of BuzzFeed sums it up best:

One simple little linchpin, and you've got an interesting commercial about a very dull subject.

No depressing office supplies shots. No depressing voiceover doofus. Just a nice low-key spot with a little wink that sells me. Bravo.

Bravo, indeed.