Producing Conversation-Based Advertising Is Like Hosting A Party

Our information diet contains a lot of talk: multi-camera shows where people hash out ideas and experiences through conversation. Late night TV, day time talk, sports half-time shows, and news panel discussions are ubiquitous. Though conversations change minds, help us to understand our thoughts and feelings and introduce us to new ideas, I see a lot less of this form in advertising. I’d like to see that change.

Unlike a script, or even a brand documentary featuring interviews or voice-over, a conversation amongst real people is a bit scary. How do you know what they are going to say, if it is going to be on message and if it will be compelling? I love this form, and I’ve been fairly successful with it: winning a News and Documentary Emmy, as well as producing and directing commercial work for many Fortune 500 companies. So I’ve been reflecting on a framework to codify some of my successes in it and help me to always show up as my best.

Here's what I've developed: whether producing or directing this kind of work, it can help to conceive of my role on set and in pre-production as the host of a party. Here are the 5 touch points within this framework that help me:

1. Be curious and prepare. A really good host concentrates on the seating arrangement, making sure that the guest list is suitable, and preparing many ideas and techniques to spark conversations between partners.
2. Facilitate the conversation. Just like the host of a dinner party, you can help set the tone and encourage people to engage. Directing conversations is about prompting people and stepping away gracefully.
3. How will you greet them when they arrive? What will make them feel comfortable and welcomed? Be a good host. Welcome people. Create the right atmosphere amongst the entire party and with all of your crew.
4. Don’t rush the guests! Be attentive to the vibe. The promise of these kinds of conversations is that you are observing real people work it out. So you need to give them the time to do so.
5. Space matters—make it fun and surprising. There’s no need for a conversation to be visually boring. Just like some of the best parties are in some of the most spectacular places, we’ve filmed these conversations in race-cars and other strange locations. But of course, sometimes the best conversation and party really does take place on your living room couch.

Effective advertising is about building a relationship between the customer and the product. Conversations like these can go a long way to doing so. I hope you all enjoy some great conversations as you reflect with friends and family over the holidays!

Rufus

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