Storytelling versus story-yelling.

Spike Jonze and his spin on meaningful communication.

Today at the Palais director Spike Jonze was interviewed. A celebrity interview is always a risky proposition. Especially in cynical Cannes. The famed director of many notable films, including Her, Being John Malkovich and Adaptation is endearingly inarticulate. One sees that his creativity is expressed through his films versus nattering about them. But two messages shone through for me. He felt it important to make an emotional connection, to define some sort of personal relationship with the audience. His work is defined by probing questions that he himself is anxious about: such as intimacy, and what prevents it? How do we live with technology in the upcoming modern world?

When asked how social media has impacted his craft, he shrugged and said that it really hadn’t really, in any revolutionary way. But he acknowledged social’s value in providing a forum to exchange ideas with his audience.

For me, the most meaningful takeaway was an observation about where advertising gets it wrong. Too often we land in the camp of “story-yelling versus storytelling.” We just blurt our message out and pray for uptake. Instead we must never lose sight of the need for a value exchange. Such as; I will entertain you or I will solve a problem for you, but in return would you mind listening to my message?

Wisdom from the Croissette. Over and out.