The original gorilla

Last night I spent time helping a group of wannabe creatives with their folios.

A couple of them had convoluted TV ideas for products with an obvious benefit.

When I asked them why they'd done what they'd done they all said they were trying to avoid an obvious product demonstration.

I told them that in my opinion a product demonstration is a very powerful tool. Especially when done well.

All they needed to do was find an interesting an unexpected way of demonstrating the benefits of the product.

This early 70's TV spot by DDB is one of the best examples I know.

It's a beautiful piece of copywriting too. So be sure to turn up your volume.