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In The Mind’s Eye

What picture does the storytellers’ narrative conjure up in the mind of the listener? Dramatising what that mental image is can be a rewarding creative exercise. Visualisation of misinterpretations or exaggerated interpretations can be humorously entertaining.

Painting a visual picture of what the storyteller has in mind as he speaks is also a promising avenue to explore for compelling scenarios.

Both creative approaches have been used in commercials for French premium cable television channel Canal Plus, to great effect and viewer acclaim.

1. CANAL+, March Of The Emperor

Advertising Agency: BETC Euro RSCG, Paris

This highly amusing commercial was directed by Australian duo, Gary Freedman and Jonathan Kneebone and received many accolades including a Cannes Advertising Festival of Creativity Gold Lion.

2. CANAL+, Versailles

Advertising Agency: BETC Euro RSCG, Paris

This much-lauded commercial was directed by Xavier Giannoli and has a surprise ending when the cause of the strange exhaling of breath is revealed.

3. CANAL+, The Wardrobe

Advertising Agency: BETC Euro RSCG, Paris

Directed by Matthijs van Heijningen, this multi-award winning commercial is an entertaining visualisation of a conjured up story.

4. CANAL+, Unicorns

Advertising Agency: BETC Euro RSCG, Paris

Brilliantly directed by Matthijs Van Heijningen, this cinematic commercial is an imaginative story of epic proportions that has been meticulously crafted for highly rewarding viewing.