The Lynchian Lesson:
How "Lost Highway" Changed the Way I See Storytelling—and Marketing
How "Lost Highway" Changed the Way I See Storytelling—and Marketing
“You can’t force creativity, it’s a mystery.” — David Lynch
The first time I experienced David Lynch’s work was in 1997 when I watched Lost Highway. That infamous scene with Robert Blake, where he chillingly says, “I’m at your house. Call me,” had me hooked—and deeply unsettled. The atmosphere was thick with unease, and the surreal nature of the film left me grappling with questions: Can you even do that in a movie?
As the haunting music of David Bowie, Trent Reznor, and Marilyn Manson amplified the disorienting visuals, it hit me. This was no ordinary film. Lynch wasn’t following a traditional narrative structure—he was breaking every rule of filmmaking. The scenes didn’t always make sense, yet they resonated deeply. They connected on an emotional level, even when logic didn’t. And that’s when I realized: Logic isn’t always necessary for something to resonate.
The Magic of Emotion
Over Logic
Over Logic
Lynch’s films taught me a crucial lesson in storytelling. It wasn’t the coherence of the plot that left an impression; it was the magic that happened when emotions took center stage. Whether it was the dark, dreamlike atmosphere or the unsettling characters, the film stirred something within me that transcended rational understanding. The scenes were illogical, but they were undeniably powerful because they tapped into something raw and emotional.
This realization didn’t just shape how I consume films; it reshaped how I approach storytelling in general—particularly in marketing.
This realization didn’t just shape how I consume films; it reshaped how I approach storytelling in general—particularly in marketing.
“It’s all about a feeling. It’s not about logic. It’s about capturing an emotional state.” — David Lynch
Great Campaigns Don’t Just Inform—they Transport
The most successful marketing campaigns don’t just deliver a message—they immerse their audience in a world. They transport them to a place where emotions take over, where the experience becomes personal and visceral. Great campaigns evoke feelings—whether it’s nostalgia, excitement, or unease—and they do it in a way that defies conventions.
Just like Lynch’s surreal narratives, the best campaigns flip expectations on their head. They don’t rely on a rigid formula; instead, they lean into the unconventional, creating moments that stay with you long after the screen goes dark. Whether it’s a dreamlike narrative or a bold, unexpected twist, the most memorable campaigns feel meaningful, even if they’re not perfectly logical.
Just like Lynch’s surreal narratives, the best campaigns flip expectations on their head. They don’t rely on a rigid formula; instead, they lean into the unconventional, creating moments that stay with you long after the screen goes dark. Whether it’s a dreamlike narrative or a bold, unexpected twist, the most memorable campaigns feel meaningful, even if they’re not perfectly logical.
The Lynchian Approach to Marketing
When I think about some of the most innovative marketing campaigns, I see a lot of Lynchian influence—campaigns that don’t just follow the formula but challenge it. They leave you questioning, feeling, and thinking in ways that go beyond the product being sold. They make you feel something first—and the logic follows second.
Take Nike’s “Just Do It” campaign, for example. It’s simple, yet it transcends mere athleticism. It taps into the emotions of determination, willpower, and self-belief. It’s not about selling shoes—it’s about selling the mindset that anything is possible. The illogical part? The sense of urgency, the desire to push beyond limits. But it works because it speaks to the deepest emotions we all share.
In the same way, Lynch's films were never just about telling a story. They were about creating an experience, one that stayed with you and evoked feelings that couldn’t easily be explained. That’s what great marketing does, too.
Take Nike’s “Just Do It” campaign, for example. It’s simple, yet it transcends mere athleticism. It taps into the emotions of determination, willpower, and self-belief. It’s not about selling shoes—it’s about selling the mindset that anything is possible. The illogical part? The sense of urgency, the desire to push beyond limits. But it works because it speaks to the deepest emotions we all share.
In the same way, Lynch's films were never just about telling a story. They were about creating an experience, one that stayed with you and evoked feelings that couldn’t easily be explained. That’s what great marketing does, too.
“The idea is not to make a film that will be understood. The idea is to make a film that will be felt.”
— David Lynch
Breaking the Rules to Find Magic
Thank you, David Lynch, for showing me that magic lies in breaking the rules. In a world where we’re often taught to follow a strict narrative structure or play by certain formulas, you reminded me that sometimes the illogical path leads to the most extraordinary results. Whether in marketing or life, it’s the moments of disruption—the strange, the weird, and the unexpected—that often create the most meaningful connections.
So, the next time you find yourself stuck in the "logical" approach to a campaign or project, remember Lynch’s world of Lost Highway—and know that sometimes, it's the weird, the unexpected, and the illogical that might just lead to the most extraordinary results.
So, the next time you find yourself stuck in the "logical" approach to a campaign or project, remember Lynch’s world of Lost Highway—and know that sometimes, it's the weird, the unexpected, and the illogical that might just lead to the most extraordinary results.
Written by Julian Perdomo
All rights for images and videos belong to their authors.
All rights for images and videos belong to their authors.
