NORTHERN PLANNER

I was reading about Macguffins in plots, for something or other, especially for cinema.

"A plot device in the form of some goal, desired object, or other motivator that the protagonist (and sometimes the antagonist) is willing to do and sacrifice almost anything to pursue, protect or control, often with little or no narrative explanation as to why it is considered so important. 
The specific nature of a MacGuffin is typically unimportant to the
overall plot. The most common type of MacGuffin is an object, place or
person. However, a MacGuffin can sometimes take a more abstract form,
such as money, victory, glory, survival, power, love, or even something
that is entirely unexplained, as long as it strongly motivates key
characters within the structure of the plot"

A I strongly feel that most presentations should feel like well told stories.

While most brands need some sort of inciting incident or purpose, rather than an essence… perhaps Macguffins should be used more.

Stuff that provides a structure and narrative coherence, but also provides a framework for other stuff that matters more.

I've often though that a proposition or 'role for advertising' on a brief is like a Macguffin, or should be.

It sets everyone off in the direction of travel, but the journey and the ultimate destination tend to matter far more. You don't work TO a proposition, it's just the jumping off point.

And what a great way to frame a presentation – "we set out to do this (your brief), but  then came accoss these challenges along the way (what people really think, cultural context) and got to a core issue to resolve – eventually we got to here".

Perhaps Dudley Moore and his Tesco chickens is the best pure advertising example.In any case, this is one of my favourite collection of ads.

Anyway.