In support of an idea proposed by Maurice Saatchi in a FT Op-Ed essay he authored and had published on June 22, 2006 titled: The strange death of modern advertising
« In the beginning was the Word…
You read on:
…and the Word was God.
No copywriter could put it better. The word is the brand’s guide, protector, defender and saviour.
The word comes first and it is singular – one word, not several words.
For a brand the word comes before all actions, in all media, at all times.
Two words is not God. It is two gods, and two gods are one too many.
The word is the saviour because in each category of global business, it will only be possible for one brand to own one particular word. And some of them have already been booked.
Each brand can only own one word. Each word can only be owned by one brand. Take great care before you pick your word. It is going to be the god of your brand. »
After viewing the Berluti commercial directed by Andre Saraiva I can only assume that the word Berluti has chosen to be the god of their brand is, SOULLESS.
September 17, 2015