Central to casting.

You look at casting tapes or photos until your eyes bleed.  The duds are easy to spot because they look wrong or can’t act.  But how do you choose between the real contenders?  The eyes.  Cover the bottom of the screen (or photo) while you watch the casting tape.  Just listen and look at the eyes.   The eyes really are the windows of the soul.  Focus on them.  That’s what viewers  of your advertising will do, eventually.

About

David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.
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