Every Campaign Needs a Human Truth

Every campaign, no matter how clever the strategy or glossy the visuals, rises or falls on one thing: whether people care.

We’re wired for stories. Facts inform, slogans (hopefully) stick, but stories connect: they let an audience feel what a brand stands for. Whether it’s a 30-second TV spot or a 15-second social cut, what draws people in isn’t the product. It’s the human truth behind it.

Eat a proper breakfast and the journey to school is easier (you might even glow).

You won’t make silly mistakes if you can see what you’re doing.

I regret buying that gaudy object on holiday.

Having a bit of patience pays off. Especially if you’re a surfer.

I’ve worked on a wide range of campaigns, from international broadcasters to small, family-run businesses. And they all have one thing in common: the most effective ideas are never about ‘selling.’ They’re about finding the emotional hinge.

The shared experience. The spark of recognition that means viewers see themselves. A campaign about holidaying on the Norfolk Broads becomes a story about freedom. A product video for eco-friendly fertiliser becomes a story about problem-solving. A brand becomes a character you root for.

It doesn’t mean every brief needs a sob story. Instead, understand why your message matters to the people you’re talking to. When you start from there, everything else - tone, visuals, platform - starts to align.

Stories are how we make sense of the world. Brands that tell them sound more human, and gain trust.