What I Learned from the Biggest Brands Part 1: Storytelling

I recently read an article on Adweek showing off the best commercials of 2011.  They were from brands like Volkswagen, Snickers and Google.  If you haven’t had a chance you can and should check them out here.  They are entertaining and engaging, but the thought that kept echoing in my head was:

“Any business can do this!”

Now don’t get me wrong, these are expensive commercials from brands that spend millions in advertising every year and have incredibly high production standards, but any business can create creative, engaging, impacting video.  I learned a few lessons from the big guys that I’d like to share.

lesson one| tell a story

This phrase is becoming a cliche, but there is often truth in cliches.  Whatever video you are producing, make it tell a story.  People love stories, not data.  We read data because we have to, we listen to stories because we want to.

The question is:

“What story to you want to tell?”

The “These people are enjoying our Product” Story

Storytelling elements:  Your Product’s story, product benefits (simplified)

Some brands choose to make up stories about sharks enjoying people who ate Snickers and bear skin rugs that fell in love with the cinema.  These are stories surrounding the awesomeness of their brand.

I was entertained and also told that Snickers tastes great and Canal shows great movies.

The  “Your laughing, crying or just think were cool.

Oh!  And connecting with our Brand” Story

Storytelling elements: Your customer’s story,  Your customers values or needs

Connecting with people on an emotional level is possibly the most important element of storytelling.  This can be through humour, human touch (Google) or that “aww, cute” feeling (VW).  How do these help?  I didn't learn anything about Google Chrome or Volkswagen, but I have warm feelings associated with those brands.  I kid you not, after I watched the infamous Old Spice guy commercial, I stopped and smelled the Old Spice mens body wash next time I was at the drug store.  Mission accomplished, Old Spice.

The “Our product or brand is Awesome because...” Story

Storytelling elements: Your company’s story, Your core values, your value proposition

Chrysler gave me real honest-to-goodness Detroit pride.  I don’t really care for Detroit, but it made me believe they were the underdog.  Nice shots of the city and their luxury car + stirring music = instant emotional connection.  Chipotle’s commercial showed me the error my processed food ways and convinced me that I should buy their burritos because they are way better fast food for me.

What other stories have you seen in advertising?