In my all time favorite movie, Almost Famous, there’s a key scene where Russel and William are talking about “the buzz” that’s generated from music and why Russel is in love with “music.” As he describes, as written by Cameron Crowe:
But… it’s not what you put in, is it?
It’s what you leave out. Listen to… listen to Marvin Gaye…
A song like “What’s Going On.” That single “woo” at the end of the second verse – you know that woo – that single “woo.”
That’s what you remember. The silly things, the little things… there’s only one, and it makes the song.
It’s what you leave out. That’s rock and roll.
Take a walk with me for just a second…isn’t that the same thing you could say about a great campaign? It’s not what you put in, it’s what you leave out. How many times have you seen a campaign so stuffed with touch-points, collateral, key benefits and reasons to believe that the message…the one element so critical to the campaign, gets lost. And why is that message so critical? Because, the message (and I don’t just mean the copy) is what creates the emotional connection. The message needs to be simple. It needs to be palatable. It needs to be focused.
This is the reason Apple’s ads connect so well with consumers.
Apple fan or not, there’s no denying the power of that ad. The new “add-on” these days is social media. The first thing everyone wants to do is plug-in or bolt-on social media to a campaign. And why not? It’s easy to do and “everyone” is doing it. It’s all the rage, as the kids say! But, before you start adding Facebook, twitter, youTube, Posterous and all the other options out there to your campaign, make sure it’s going to add to the campaign, not take away from it. Sometimes, you might just find, if you want to connect, if you want the buzz, you’re better off leaving it out.