Leaving spaces for the viewer to fill.

My friend Lorraine Harrison sent this commercial in an email with the simple word, "awesome" to describe it. I agree. And what I'd like to point out is how powerful a message can be when the viewer is left to fill in the empty spaces.

From the start you wonder what you are watching. The mime of car driving is quickly communicated but the "why's" start running through your mind. Why are they acting out this play? Why in the living room? Why does the little girl have angel wings? Or are they fairy wings? The mind of course, answers all the trivial questions along with the big one: "What's the message?" When it comes it is particularly satisfying because you, the viewer, completed the story. You got it beyond any voiceover's ability to "get it" for you. Kudos to those who produced this commercial, and to all those in advertising, marketing and communication who dare to trust their viewers to engage their brains in order to maximize the message, the emotion, and the lasting impact of their efforts.