Alfred Hitchcock understood that too much reality is not what the people want.
He dismissed the movement towards depicting realism in movies as “sink to sink” films.
As he put it, a husband comes home to his wife, washing dishes at the sink. He announces, “we’re going to the movies tonight!” She gets excited, dresses up, calls a babysitter. They make sure to get a good seat. The lights go down, she looks up and the screen and sees… a woman washing dishes at the sink.
I think sometimes marketers try so hard to be real they forget how mind-numbingly boring reality is to the average person. Copy has to be honest, and it also has to connect to people’s larger dreams.
RW
.
.
.