Negative can be funny. Negative can be edgy. But if you really want to build brand equity with your marketing communication — embrace the positive.

I think this should be a golden rule for marketers. Having said that I understand that some categories, such as traffic safety, cancer awareness,or pest control seem destined to negativity. These categories often lure unsuspecting creative teams into the negative. They choose to dramatize loss of life and limb with stunning impact like this clever spot from the UK. Having worked on a couple of these campaigns in the States, I confess that I too have been lured to the dark side.  

But no matter how edgy, shocking or memorable the negative campaign may be, I'm always left feeling how much stronger it could have been if the communication had been based on something positive. I leave these assignments feeling that with a little more creative oomph, a positive angle could have been found. This spot, called Embrace Life, shows us how.

Embrace Life from Alexander Commercials shows us that with enough creativity even a subject matter as horrific as dying in a car crash can be communicated with a positive angle. This is an exceptional spot.

So next time your agency or creative team comes to you with a negative campaign concept, think of this spot. You're brand will be better for it. Thanks to Todd Szahun for sending this to me.

Recently I was asked to judge a series of presentations made by a group of masters students. The exercise was based on a live project we are working on at The Duffy Agency. They were presenting their marketing plans for a beverage we will be launching in the Spring.  After the presentation Pontus, one of the students who presented, asked if there was a website or book he could read to sharpen his presentation skills even further. None came to mind, then I remembered this gem. It was sent to me by a client a few years back. She swears it was not intended as a not-so-subtle hint. But she did e-mail it to me WHILE I was presenting to her management team. In any event its funny and offers some good practical advice. If you know of any other resources that might help Pontus, please comment. 

Thanks to Pontus for the question and to Alexei Kapterev for the answer. Download Download Death-by-powerpoint in PDF format.