Storytelling isn't just a marketing trend — it's a marketing revolution. Instead of employing the old-school methodology of trying to convey features and benefits, advertisers and copywriters are looking for better ways to connect with their audience. They found it.
The storytelling revolution is making advertisers a little more human and a little less Mad Men; it's making advertisements memorable and enjoyable. If you want to learn more about storytelling, check out a blog post I wrote a post for the Digital Telepathy blog, Betterment, about using storytelling in your marketing efforts. Otherwise, read on for some of my favorite recent commercials making rounds online and on TV. 5 EXAMPLES OF STORYTELLING KICKING ASS 1. SIMILAC'S "THE MOTHER 'HOOD" Similac takes this ad to the battlegrounds of Facebook by using comments commonly found on parent pages and groups as a directive for copy. Parents, and especially mothers, are presented with choosing a side on hot-button parenting issues — and when they take to their keyboards, their opinions run wild (often getting quite heated). This ad will instantly connect with anyone who has had to witness a Facebook bloodbath — and especially those who have participated in one. The best part of this ad is the ending, which reminds everyone that hey, you're a parent. Everyone really needs to get it together and focus on the big picture. 2. DOVE "#RealStrength l Dove Men+Care" I'm not sure if I just have a case of the feels or if the building music and images of dads being dads (in conjunction with me thinking about my own dad) created a giant lump in my throat and some kind of weird mist in my eyes, but bravo. I'm feeling emo after this commercial. Dove nailed this ad. While the copywriter didn't have a ton of copy to write, they nailed it. "What makes a man stronger? Showing that he cares." Memorable and relatable, this story is going to make viewers think of their own dads and the Dove brand is going to be in the back of their mind while they do. 3. IKEA "EXPERIENCE THE POWER OF A BOOKBOOK" While this one doesn't make me misty-eyed, Ikea still tells a good story: don't forget about paper catalogs — slow down and remember not everything has to be on a screen. Playing on the overtly techy culture we live in, Ikea chooses to advertise their paper catalog and not their stuff. The message is clear and the content is memorable — get off the damn computer and go check out the catalog (they've spent enough money printing it, after all.) 4. JACKSON HEWITT "QUITTIN' TIME" As working Americans know, tax time will be here before we know it. Jackson Hewitt shows everyday people working and clocking in and the ad concludes with the lights on at Jackson Hewitt. They tell the story that they're working hard for you, so when you get off of work, they'll still be there for you. It's a feel good ad that will surely hit home with those following the American Dream! 5. ADIDAS "THERE WILL BE HATERS FT. Suárez, Bale, James and Benzema" This ad has an awesome message and it definitely will resonate with anyone who has had to deal with haters (so, pretty much anyone). The ad is flashy, the copy is catchy, and the commercial is beyond appropriate for its target audience. Well done, Adidas! MORE TO COME! Obviously, as we near February sweeps, we're going to see a ton of fantastic commercials. Stay tuned — I'll be discussing my favorite Super Bowl commercial soon! PS. If you need an awesome story written for your brand, contact me. I'm happy to help!
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