Capturing the Real Essence of Advertising

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Over the last number of years, we’ve been keeping an eye on some of the more talented Irish advertising directors: but they don’t get any more inspiring than Brian Williams.

Many of us tend to filter out television advertising when it interrupts our favourite programmes but, instead of popping out to put on the kettle, it can be interesting to see how the more creative advertisers use this medium to inform and persuade us.

For us, Williams’ real talent lies in clever, subtle storytelling and making the viewer feel an emotional connection with what is being advertised. His critically acclaimed piece for the National Roads Authority last year is typical of his work: dialogue-free, atmospheric and with a nod towards Edward Hopper’s emotionally-drenched, empty landscapes. The recently completed trilogy of TV indents for TG4 reveal a director completely in tune with the beauty and mythology that encapsulates the spirit of western Ireland.

Keep an eye on Williams’ latest work on www.supersixtyeight.com – alternatively, if you find yourself remembering a commercial long after you’ve seen it, chances are it may well be one of his…

Owen Barry

"I believe that too many businesses spend their time telling their customers what they do and how they do it. But rarely do they communicate the most important aspect - why they do it. When a customer believes in a product and service that you truly believe in, they feel an emotional connection with your business that will make them a customer for life."