The speaker is my mentor, New York City media guru Tony Schwartz. He produced more than 25,000 radio and television ads that were as famous as one of his most famous, "plop plop fizz fizz, oh what a relief it is"
He was a master of sound and believed that sound was more important to communication than Video. He used to say turn off the sound on TV and watch an evening and you barely understand it. Turn off the video and you can understand most of what you watch.
I practiced this in the making of videos my entire life. I was more aware of the sound of what I was recording. I believe the story is told via sound and not via video. I see so many videos that mode of cut images, thinking they're improving understandability but in my experience they are not.
You can hear other comment by Tony Schwartz by search his name on my YouTube channel. He created 26,000 radio commercials and won every award in the book.
https://youtu.be/mMWcopxkZuM-He tells the story here of the incredible Coca-Cola radio advertisement that changed the way sodas were sold. For the first time, you heard that delicious "fizz”.
Tony was a pioneering American audio producer, sound designer, and media theorist. He was known for his innovative work in the field of audio production, particularly in the realm of advertising and public service announcements. Schwartz is perhaps best known for his work on political advertisements, including the famous "Daisy" ad for Lyndon B. Johnson's presidential campaign in 1964, which was a powerful and controversial piece.
One of his notable contributions was a Coca-Cola radio advertisement link above- that captured the essence of the beverage through sound. In this ad, Schwartz utilized the familiar sounds of a Coke bottle being opened and poured, accompanied by festive music and laughter. A woman's voice then states, "That's my opinion, and it's very true." This approach exemplified Schwartz's belief in the power of sound to evoke emotions and create a vivid sensory experience for the listener.
Beyond commercial advertising, Schwartz was instrumental in creating socially conscious campaigns. He produced the nation's first anti-smoking advertisement, which contributed to the tobacco industry's decision to cease advertising on television and radio. Additionally, he is renowned for the "Daisy" television spot for Lyndon B. Johnson's 1964 presidential campaign, a powerful ad that aired only once but had a lasting impact.
Schwartz's innovative work in media and advertising has left a lasting legacy, influencing how sound is used to connect with audiences on an emotional level.