### (Does it really break all the rules?)  It might violate “the rules” of conventional digital content: 1. It's long (never mind that the top performing YouTube ads are long form, year in, year out); 2. It wasn't remotely cheap. The production value is off the chart (directed by the cinematographer who shot "Oppenheimer") ##### But it follows [[Our Eight Rules of Ad Making|our rules]]. The too-oft-forgotten-always-unspoken first rule of advertising: [[Get people to watch]] And what do people watch? Beautiful things. . Loving things. . . Sad things. . . Funny things. . . Nostalgic things. . . Hopeful, frightening, proud, shameful, [[Emotion Motivates People|emotional things.]] So first, make them watch. --- #adswelove