This video interview has very good advice for thinking about creating your commercials – distill the brand into its essence:
Tom Scott, the founder and former CEO of Nantucket Nectars, is famous for the phrase, “We’re juice guys.” In this video, he explains the key to any top-notch marketing campaign: distillation. In order to build a brand, you first need to boil down your idea and return to basics. And you have to be willing to throw everything away.
A Conversation with Tom Scott : Marketing :: American Express OPEN Forum
