ABOUT

Yesterday I asked whether your brand already knew what it was going to publish this Sunday, when Spain wins the World Cup. Today I have an answer.

This isn’t a commissioned piece. There’s no client, no brief and no budget behind it; it’s a personal exercise, a ‘quick and dirty’ project that shows that a good advert doesn’t just sell a product – it builds a perception. And that perception doesn’t distinguish between those who are already your customers and those who aren’t yet.

DMC is a brand that pays attention to detail, that’s a master of its craft, that does what it does well. That’s what sets advertising that interrupts apart from advertising that builds a reputation—even among those who’ll never buy anything from you.

I chose the DMC brand—the thread used to embroider this phrase—because it’s world-renowned and French. Not only did we beat France in the semi-finals, but with this advert we’re also going to use their finest thread, one of the best in the world, to embroider the second star onto our official shirt. Sometimes the best advertising is already written into reality itself; you just need to know how to spot it and, of course, devote hours to it and work on it.

If you run a brand and think yours could better convey what you do, let’s talk.