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Being a Fly On The Wall

Private Conversations as a Storytelling Technique

Being privy to an entertaining conversation as if one was actually there to personally witness and hear it, I find to be great fun.

There are some very effective commercials that use this technique and often they provide Copywriters with creative opportunities to write wonderfully clever, witty, humorous and sometimes very touching dialogues.

Here are four commercials that I particularly enjoy.

1. ‘Mum, Dad, I Have Something to Tell You’

This commercial is a great watch and I won’t tell you what the product or brand is because it will give away what that ‘something’ is.

Advertising Agency: Muhtayzik Hoffer, San Francisco

2. Maille, Be Remembered For The Right Reasons

Advertising Agency: adam&eve DDB, London

This commercial for Maille the French Mustard brand, brilliantly directed by James Rouse, is about a conversation at a dinner party. I find the revealing candor of the conversation immensely entertaining.

3. If Carlsberg Did Your Mum

Advertising Agency: The Marketing Store

For the launch of a social media campaign for Mother’s Day, Carlsberg released this highly amusing commercial of a conversation between two men in an English Pub that was seen by over 12 million people in one day and widely reported in the press. I think the Copywriter must have had an absolute ball scripting the witty dialogue.

The following commercials for Mini Cooper were directed by Santi Chaumont and cinematically depict two intense ‘fly on the wall’ moments of conversational exchanges with unexpected and amusing twists.

Advertising Agency: Publicis, Mexico City

4. Mini Cooper Self Park Assist, Surgery

5. Mini Cooper Self Park Assist, Air Traffic Controller


6. MacDonald’s, Stuck In An Elevator

Advertising Agency: Leo Burnett, London

This ‘fly on the wall’ witness to the amusing interaction between two women inside an elevator, was directed by Vince Squibb.