Collins chose 'binge-watch' as the word of the year, in recognition of the massive influence this phenomenon has had on popular culture. Not only does this confirm the popularity of online streaming services, but it also serves as a reminder that consumers across demographics do, in fact, have an appetite for long-form content—as long as the story is good enough.
But this rule doesn't only apply to video content. It's equally applicable to audio or written content. If the story being told is good enough, then it will appeal to the masses, regardless of the format it's presented in.
One of the more recent examples of this would be DDB's ad for Steinlager, which features long-form copy telling the story of Kiwi legend Dave Gallagher.
Spanning two wars and a bit of rugby in between, Gallagher's story, which is presented on the ad alongside vintage photos and props, makes for compelling reading and provides a reminder that advertising still allows copywriters to get carried away with the quill once in a while.
Given the combination of interesting copy and fantastic art direction, judges Andrew Sims (Republik) and Karen Maurice O’Leary (Eleven-Whybin\TBWA) deemed it Highly Commended in the September edition of News Works' Newspaper Ad of the Month.
However, because there was no overall winner for the month, the prize for October has jackpotted to $750.
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Art Director: Nicole Sykes
Copywriter: Rory McKechnie
Senior Account Director: Jenny Travers
Agency Producer: Andy Robilliard
Photographer: Toaki Okano
Producer: Jason Jones