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