The lesson
Make the ad about the material, and let a scene with no dialogue explain where the product comes from.
The move
In "Meet Your Shoes", a man has his head clipped at a barber's, walks out of town in Wool Runners and meets a sheep on a hillside. The visible frame shows him in a striped cape with a barber working behind him. The description reads "Since our shoes come from sheep, you probably could meet your shoes."
Why it works
- Our readThe haircut stands in for shearing, so the link between sheep and shoe is made without any dialogue.
- Our readThe description's dry joke about meeting your shoes carries the same tone as the film.
- Our readThe product is described in the description as "Cozy runners made from wool", so the ad can stay a story.
What not to copy
Don't copy the sheep gag; it only works because wool is the material. Keep the idea of dramatising the one fact about your product that a rival can't claim.
