FORGET ‘MANIFESTOS’. BRAND ADS SHOULD BE AS SHORT AS POSSIBLE.

For some time brands have broadcast lengthy ‘manifestos’ to differentiate themselves from the competition when perhaps less is more, writes Lucian Trestler, Strategy Director at BBH and Editor of BBH Labs. I’ve got a few problems with brand ‘manifesto’ ads. With a couple of notable exceptions, they are just strategy set to a mood film. They over explain something that...