This Sci-Fi Show Star Said Something that Blew My Mind 🤯

This week, YOU, , are joining 1000+ people who’ll get this 11th edition with a new style.

I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

Let’s get going!👇🏻

This week, I started a new TV show from one of my favourite creators of all time. 

Vince Gilligan.

He's the guy behind two critically acclaimed series. Breaking Bad and Better Call Saul.

Both mindblowingly breathtaking in their writing, cinematography and direction.

The new show is a sci-fi series called Pluribus and it's so good. I'm three episodes in but it's a breath of fresh air compared to what's currently running.

And it's at this point that you're probably wondering why am I telling you this!?

Fair point.

Actually, I was looking at a promotional clip about the show where the lead and creator were giving a brief overview of what it is...

And Rhea Seehorn the lead, said something that blew my mind.

She goes, "It’s lean-forward and not lean-back television which is what I like."

And I went, “Hell yeah, that’s what I’m talking about!”

But after further consideration, it got me wondering: We should think about copywriting and ads in the exact same way.

A boring ad is lean back advertising. 

It doesn’t excite you. It is second screen. Not good enough to pull you in and keep you interested.

But lean forward advertising is the opposite. 

It’s built around a great big idea, does something different and manages to hook you long enough to keep you interested.

Now let me share 5 ads that clearly define what lean forward advertising is and how they demand your attention from the get-go:

1. KFC

When I first looked at this ad, I didn’t even read the text for the first 10 secs.

Because the rearrangement of the logo is so lean-forwardish.

You see, you think and you get that aha moment.

It makes you want to take notice, pay attention and keep you engaged.

The IT GIRL of ads.

2. Nike

The Nike Run ads from the marathon in Chicago seem to be more popular than the marathon.

This one is such a u-turn that starts with the good news and leans into the bad news.

The good news is that you’re living the worst.

Is that good or bad!? You decide. 

But it makes you lean in for sure.

3. Chipotle

The simplest of metaphors become extraordinary when placed 

with the right visuals in the right context.

This Chipotle ad is a perfect example of that.

It’s lean forward because you take a minute to
realize that the text does not match with
the visuals…until it does.

4. Drunk Driving Billboard

The visual is devastatingly striking.

And instead of focusing on the precautionary message, the ad focuses on what happens when you don't follow the rules.

The outcome makes you connect with the behaviour more.

The crushed car is just one bit of the lean forward principle.

The other is the crushing weight of the family that died to stop the drunk driver.

If your copy doesn't make the reader feel anything, delete it and start over.

5. Hon and Hardart

You know those fine dine restaurants that thrive on themes and attractions?

Well, the Horn & Hardart restaurant isn’t that.

The headline leans you in, only for you to discover that the plate has been decorated with materials you cannot eat. 

Because you cannot eat ambience no matter how fancy it is.

Again, this is the same lean forward ad that requires a closer look
but not in a “how long until this is over” kind of a way,

Rather, in a “OOO, this is good tell me more” way.

That’s it for today!

What do you think about the lean forward ads and today’s newsletter?

Hit reply & let me know your thoughts, !

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