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How To Write Ad Copy That’s As Smart As Sherlock

How To Write Ad Copy That’s As Smart As Sherlock

The “East Wind” struck last night at the 2014 Emmy Awards as BBC’s Sherlock won three primetime awards and four Creative Arts Emmys. The final episode in Series Three, His Last Vow¸ won best writing for miniseries against some tough competition.

After watching this episode three times in one week after its release, it became clear to me how BBC’s Sherlock stands as an exemplary example for storytelling and rich content:

  • “Deduction” – everything connects to the overall plot or goal. Every little detail, whether that’s the headline on the outside of John Watson’s Christmas Day newspaper or the subtle clues laced throughout the season that lead up to the plot-spoiling reveal of Mary’s past, directly correlates with Sherlock’s case. When it comes to great storytelling in marketing, this shows how at every point of contact the medium should connect to the strategic message.
  • “To a great mind nothing is little” – details enrich and add personality to the story. Writer Steven Moffat wastes no character or moment. References to Sherlock’s dog, Redbeard, reveals the not-so sociopathic nature to the main character while Watson’s landlady’s drug cartel history undertones his addiction to “a certain lifestyle.” Interesting and meaningful details to the audience provides a deeper, more emotional content in storytelling.

Attention to detail and how it aligns to the overall message makes a brand’s story “Emmy Award” worthy.

What details matter to your brand and story? Share with us in the comments below!

Posted on August 26, 2014 in Ideas

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