Bringing back film – key trend for 2014

2014 just started and many marketers and strategists are debating over the key trends of this year. Thomas Kenny is a strategic planner at Leo Burnett in Toronto and presents his predictions.


From Dove’s “Real Beauty Sketches” to Volvo’s “Epic Split” to Dodge’s Ron Burgundy shorts, all it takes is a quick scan of the best ads from 2013 to realize that many of them were beautifully executed films. Despite all the new tools of the trade available to advertisers, one of the most traditional media is still amongst the most effective. People still like to sit back and be told a great story. It’s also worth noting, almost none of the top brand films from 2013 ever appeared on television.

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