Okay, it took real ba–, er, nerves, to air a commercial like this. Especially from a bigger company like IKEA, who you really would expect to be more conservative. (on the other hand, it probably only aired in Europe)

Why does it work? Really, juxtaposing a child playing with his mother’s vibrator would be exceedingly creepy if it weren’t so clear that the kid was entirely innocent about what it was making that funny buzzing noise.

But again, why does it work? Why do we respond to it? Why do we laugh? Why do we groan, and maybe cover our eyes or slap our forehead, feeling real embarrassment on behalf of the kid’s fictional mother?

It really comes down to empathy. And projection. So that we, as an audience can picture that kid’s poor mother, having her little secret exposed for our amusement, and can picture ourselves in her situation too. Well, perhaps not that situation, but the archetypal situation wherein something personal we’d just as soon keep private is trotted out for the world to see.

In the context of advertising, it works to not only humanize the company a little bit, but also serves to make us laugh, which also gives us positive associations towards the IKEA brand. (building up a brand is a discussion for someone other than myself… ask Tony). But, yes, the technique, engaging us, making us laugh, letting us empathize with a fictional character is very reminscent of another medium…

Storytelling. Or, in my specific case, screenwriting.

One of the keys to writing a quality (or at least successful, they don’t necessarily line up together) story is to have a character we can root for. And to root for him, we have to empathize with him, to put ourselves in his shoes through the story and care for his fate. Sounds dire, but not all stories are life and death.

In the best comedies, you will be embarrassed for the characters (like the fictional IKEA mother), because you’ll identify with them in some way. You’ll put yourself in their shoes, recall times in your life when you reacted as badly as they are now, maybe worse, and can now laugh at yourself.

“Comedy is tragedy plus time”
Carol Burnett

“Tragedy is when I get a hangnail. Comedy is when you fall in a sewer and die.”
Mel Brooks

“Life is a tragedy when seen in close-up, but a comedy in longshot.”
Charlie Chaplin

In all these little aphorisms, you’re finding comedy in things you can relate to, yet have some distance from.

In both storytelling and this style of advertising, comedy begets empathy, empathy begets connection, and connection begets success, be it in filling the seats of the cineplex or building on the foundation of a brand to sell organizers for the toys that don’t exactly belong in junior’s toybox.

FADE OUT

Geoff

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“Human interactions involving kindness, care and empathy are an essential part of the job.” - Barry Schwartz

“Practical wisdom is the combination of moral will and moral skill.” - Aristotle

- Nico

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We’re fortunate enough to have some of the best clients around. That’s because we work so closely with them and foster solid relationships built on mutual respect. It is an honour and a privilege to do business with them. But that doesn’t just happen by itself.

After 27 years in the biz, I still have a helluva time explaining to my mother what it is I do for a living. So how do you expect a client to know? The most important part of our process in the delivery of effective marketing tools is to find out as much as we possibly can about each client in order to accurately represent them in their respective market.

Having said that, relationships require at least two parties who engage in two-way communication, without which, you might just as well adopt a quiet, eremitic lifestyle in some backwater hamlet.

So, for the benefit of prospective vestal consumers of design (and budding young creatives), here’s how I do what I do for a living…

As a Registered Graphic Designer:

I’m a professional with many years of highly specialized education and experience (and worth every penny, so please don’t haggle)

I understand your business objectives and have the expertise to help you achieve them

I don’t work on spec (professional colouring contests are shameful and universally condemned)

I won’t tolerate mediocrity (so if that’s what you’re looking for, let me know and I’ll respectfully ask you to look elsewhere)

I can’t possibly please everyone (so kindly refrain from asking me to)

I don’t design by committee (nor am I fond of backseat drivers, oh, and please keep your fingers off my monitor)

I still don’t understand why clients freak out about the size of their logo (you want something to freak out about, how ’bout how your customers think, feel and behave toward you despite the size of your logo?)

I appreciate when a client articulates two simple words: thank you

And no, I won’t give you my files and let you finish the project on your end, because frankly, it would be like trying to perform open-heart surgery on yourself (just looking out for your best interests… aside from legal and copyright ramifications)

It’s all about being pro-active. Now you know how I do my job… let me do it.

Jurgilas

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This isn’t a sales pitch, you’re welcome to contact me if you feel you need a new web site design. Some of our portfolio can be found online if you’d like to see the type of work that we do but I’m not writing this piece to convince you to buy from me, I’m writing this piece to help you understand that you should buy from somebody.

Most web sites fall into one of three categories, and each has points that damage your businesses ability to compete in the modern world of technology. Remember, in 2009 people are more likely to visit your web site than visit your office. The three things you should know about web sites is the following:

Keep it up to date

Web sites are like living, breathing organisms. You have to constantly feed them and that takes fresh content. Every web page on your web site should be reviewed and updated at a minimum every three months for accuracy.  Your home page should change once a week at the very least, which is where a blog comes in handy. Blogs (web logs) are used to promote events and feature news from key employees much the same way newsletters used to reach clients.

Modern web sites are not strictly used as online brochures, they are also feature rich tools for social networking. This “web 2.0″ technology allows users to access data from your web site using a number of tools including interconnectivity to tools such as Facebook. These technologies will make your web site a successful online tool for both yourself and your prospective clients.

Make it friendly

If it isn’t easy to use you have about 3-5 nano-seconds of quality time with your customer or potential customer before they move on to your competition. Don’t think technology when it comes to web site think customer experience.

You are what you post

Take a good long look at your web site. Does it reflect who you are and the business that you’ve spent years building up?  Ask yourself honestly if what you see on screen is what you want the public to think of your business.  The web is the great equalizer, you can do anything your competition can do with a web site and you can do it faster, cheaper and more often than any other time in history so honesty ask yourself … does your web site represent your business in a positive light? 

That’s it for now.

Henry

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These are certainly tough times to develop new customers. That’s why today, more than ever, it is important to keep in close contact and offer superior service to your existing customers. Match today’s internet, social marketing and direct marketing technologies with thoughtful tradional marketing materials and the all-important human sales contacts and you’ll emerge from the current downturn stronger for the experience and ahead of your competition.

For more information about how to get the most out of this downturn do a Google Search for “integrated business online’. — you’ll be surprised what you’ll discover!

Henry

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