It’s the thing that makes the reader sufficiently interested to overcome their innate unwillingness to be sold to and make an enquiry. It’s the cornerstone message, the fundamental, overarching thing that catches the attention of the potential customer in every campaign. In fact there’s been at least one for every campaign I’ve ever worked on. The one I’ve been carrying around, chasing and generally worrying about is more of a marketing MacGuffin. In fact, the specific nature of the MacGuffin may be ambiguous, undefined, generic, left open to interpretation or otherwise completely unimportant to the plot."Īs you’ve probably guessed, the MacGuffin in Pulp Fiction isn’t really the one I’ve been obsessed with for well over a decade.
The defining aspect of a MacGuffin is that the major players in the story are (at least initially) willing to do and sacrifice almost anything to obtain it, regardless of what the MacGuffin actually is. "A MacGuffin (sometimes McGuffin or maguffin) is "a plot element that catches the viewers' attention or drives the plot of a work of fiction". For those of you who didn’t major in film studies, here’s an explanation of what that means: You see, the suitcase doesn’t really contain anything at all. In fact, it’s no exaggeration to say that I’ve been obsessed with that suitcase ever since I started work in technical PR and marketing. Jackson and John Travolta spent half the film carrying it around, chasing it and generally worrying about it. Have you ever seen Quentin Tarantino’s 1994 opus Pulp Fiction? Did you leave the cinema, or turn off your TV, wondering what was in the damn suitcase? Yeah? I felt the same.
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