// The magic of Magic.//

Magic is based in disbelief.

And, disbelief calls for an encore. 

“Can you do that again?”

(And a slew of acronyms.)

WTF. OMG. STFU.

Huh?

Magic, once seen, evokes within us the desire to solve or disprove it.

We try to confirm the common teaching that magic is not possible. 

So, we take a closer look, from various angles, at a slower speed. 

We give it a thorough and detailed examination. 

And, we either uncover the trick and raise it up for all to see its defeat,

Or, we remain utterly mesmerized by the sole power of the magician. 

Regardless, the magic lies in the execution of the performance.

A tireless rehearsal of knowing exactly which knife to use, to slide into which slot, at what specific time, so that the latch unlocks for the first woman to slide into the box, and the second woman to slide out. 

To slice a woman in half. 

Magically. 

OMG. WTF. STFU. Huh?

Applause. 

“Can you do that again?”

Encore. 

What if advertisers strove to include an element of magic in their work?

What kind of a reaction would it create, and would consumers take a closer look?

What is magic? A novel performance that creates disbelief and begs for an encore.

What is advertising? A novel performance that creates disbelief and begs for an encore?