For where your treasure is, there your heart will be also.

Yesterday was me doing a bit of homework in class, some double duty. I’ve got a little video voice over work to write, so I thought I would use my quiet evening time to develop some vocabulary. I don’t believe I’ll use any of what I wrote last night in the final product.
Here’s the second draft:

There’s no margin for error

There are no second chances

When the stakes are this high, everything’s got to be perfect,

It’s just too important to fall short.

The things we love,

That define us,

That teach us,

That bring us together,

They’re more than treasures,

They’re the living heritage by which we orient ourselves in the world.

Being trusted with that which is truly priceless is a massive responsibility.

But it’s that very responsibility that inspires us to rise to the occasion.

XXXXXXX is a company operating at the highest possible level because anything less than that is unacceptable.

With cutting edge facilities and leading experts all across the globe, XXXXXXX is the steward of our planets heritage,

and yours.

Part of me feels like it’s kind of cringe, but all advertising is to some extent. It requires an attempted at very carefully aimed honesty or insight, or something between. It does this with acute understanding of context, mostly of the competitive sort. An understanding of distaste underlies all advertising as far as I understand it, people hate advertising and advertising hates itself, and it is within that hatred that a measure of vulnerability might be found, beneath layers of anguish and irony.