Could you repeat that please?
Some things we pretty much all have in common. Like noses. Pretty much everyone has a nose. Similarly, we pretty much all eat dinner in the evening. So we can all happily relate to that.
Ah, relatability... The bread and butter of brand content. Those clever little insights used to connect with us on a personal level. Take Lois Bielefeld’s conceptual portrait series of people (predominantly Americans) eating their weeknight dinner. They’re surprisingly voyeuristic despite the fact we are all regularly found in the exact same mundane situation. But that’s the compelling part: the things we have in common with each other can also highlight how different we all are. There’s some food for thought.
And then there’s repetition. Comforting, mind-numbingly-boring, powerful repetition. The repetition of the weeknight dinner set-up; the repetition of the photos; the repetition of me using the word repetition. It just makes an impact, doesn’t it?
So what am I getting at here? Basically that beautiful storytelling can come from the most humdrum of things (when told in the right way, of course) – and that should never go over the heads of content creators. Also that repetition, artfully-done, works a treat if you really want to hit a message home. Oh and finally, that we all have noses. Obviously.