The Influence of Great Storytelling

Stories were the first way of passing on knowledge. From gatherings around a fire to big screen movies, compelling storytelling has a way of gripping our emotions, take us to places and help us experience things that we may never be able to in our daily lives. Some stories are fun, some are saddening, some are eye opening; whichever it may be, good stories tend to stick with us for many days as we allow them to sink in and blend with our understanding of the world around us.

Stories have power. They delight, enchant, touch, teach, recall, inspire, motivate, challenge. They help us understand. They imprint a picture on our minds. Want to make a point or raise an issue? Tell a story. —Janet Litherland

Stories are all around us, they are what inspires, moves, and encourages us to make sense of things – There is an irresistible power in story telling and companies are starting to take notice.

Bill Kolbenschlag explains that for quite some time, viewers have had commercials pushed upon them, whether it’s at the peak moment of a show, in between plays of a sporting event, or even at the start of the newest blockbuster film.

However, interruptive advertising isn’t nearly as effective anymore, since people are watching less live broadcast TV. Instead, the trend is moving towards watching video online.

“The percent of online adults who watch or download videos has also grown over the past four years, from 69% of adult Internet users in 2009 to 78% today,” writes Kristen Purcell of the Pew Research Internet Project. And a third of millennials watch no broadcast TV, according to The New York Times.

As a result, brands are increasingly pressed to create content that people will actually want to consume.

Here are 4 ads that do an amazing job at storytelling and have managed to continue to bring attention to their brands way past their air date:

Chipotle – Back to The Start


HBO – I Still Have Soul


CoorDown – Dear Future Mom


Degage Ministries – Homeless Veteran




3 thoughts on “The Influence of Great Storytelling

  1. prekell December 1, 2015 / 3:58 pm

    Bruno- From a consumer standpoint I feel that digital storytelling is one of the most effective ways to capture my attention. As you mentioned in your blog post, consumers are faced with advertising more frequently, making it hard for brands to break through the clutter. Digital storytelling is one very effective way for these brands to do so. Also the way we consume information continues to change and digital storytelling allows brands to keep up with the changing trends. Of all the ads that use digital storytelling, which one is your favorite and why?


  2. prekell December 2, 2015 / 2:32 pm

    Storytelling is a very powerful way to that brand’s can get their message across. As we all know, consumers are faced with so many marketing messages that often it is hard for brands to break through the noise. This tactic is one of the ways brands can effectively reach consumers. Of this examples you shared (or if there is another one that isn’t included in this post)


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