Most marketers think they have a creative problem.

They don’t.

They have a clarity problem.

In this episode of Death to the Corporate Video, Guy talks about why clarity is the single most important - and most overlooked - ingredient in effective video ads.

Borrowing from Dave Ramsey (“to be unclear is to be unkind”) and filmmaker Errol Morris (“subtlety is for amateurs”), Guy breaks down why confusing ads fail… and why clarity isn’t something you can fix in post - it has to be baked in from the very beginning.

If your audience is only giving you half their attention (and they are), your job isn’t to be clever. It’s to be understood.

Clear visuals. Clear concepts. Clear dialogue.

Or don’t bother.