The emotional power of words

If you can fake sincerity, you can fake anything

There's an old Saatchi & Saatchi story that goes something like this: everyday a copy writer from S&S takes the train into London on his way to work. Every day he passes a blind beggar, holding a cardboard sign that reads: "I am blind."

One day he stops, looks at the beggar and says: "Excuse me, I'd like to write something on your sign. I think it might improve your results. May I?"

And with that he proceeds to write something on the sign, hands it back and says: "I'll check back at the end of the day. Let me know how it goes. Cheerio."

Later that day, returning from work, he finds the blind man and asks how he did.

"Best day ever! I've never gotten so much money in my life. You have to tell me what you wrote."

"Just four words," our man from S&S replies. "It is Spring and..."

Which bring us to this updated version of the same story. Told in video, it reminds us how powerful the right words can be if they make an emotional connection with an audience.