Storytelling – Is It All Just Buzz?
In this guest post, Aussie writer, film director and content creator at Taste Creative, Genevieve Clay-Smith (pictured below), takes a look at storytelling that works and explains the reasons why…
Storytelling has become the new on-trend buzzword in advertising and marketing because advertisers and marketeers know that everyone loves stories. It’s part of our DNA, and as humans we’ve been telling stories to pass on culture and educate the next generation for thousands of years. Just look at cave paintings and oral histories.
But in the flux of storytelling that has been widespread across our media platforms, not all have worked, gone viral and been loved. Some have flopped. This is because storytelling is an art form. Check out Joseph Campbell’s the Power of Myth, or Bruno Bettelheim’s The Uses of Enchantment: The Meaning and Importance of Fairy Tales and you’ll see that stories require skill, understanding, knowledge and profound purpose.
It’s our belief at Taste that stories are powerful for the reason that when told well and with purpose, they have the ability to reshape people’s attitudes, perspectives and understanding. Whatever Hollywood movie you decide to watch this weekend there are messages that you will subconsciously consume. These messages will either challenge or maintain the status quo. They will confirm our cultural identities, or shift them. They present us with a view of the world that has the ability to profoundly influence our thinking, whether we realise it or not. Think of that when watching the next Disney-Pixar film!
So if this is the case, how can we best use storytelling for the purposes of advertising and marketing?
One of the best examples of storytelling I’ve seen in advertising is the Wells Fargo commercial ‘Learning Sign Language’…
This ad went viral with over a million hits, earned amazing PR, and raised the profile of the bank dramatically.
So why did this ad become so popular and go viral, as opposed to something like NAB’S current ‘More than Money’ films?
Understanding that storytelling is an artform and a learned craft skill is a very important first step in grasping what makes a story work. Here are a few craft skills implemented in the Well Fargo advertisement that has helped ensure its success:
1. The film explores zeitgeist issues.
In this story the zeitgeist issues explored are marriage equality, diversity, inclusion and adoption. The Wells Fargo advertisement aligns itself with these issues, and obviously understands its customers, in this case celebrating its LGBTIQ customer segment. It’s celebrating diversity and adoption as being good and worthy of support.
Using a zeitgeist immediately elevates the story to a higher realm of engagement, meaning it becomes relevant to real time issues we are facing in our society today and thus immediately transcends mediocrity. This story has something powerful to say about the issues of our times, without being didactic.
Framing any story around a zeitgeist issue is a tool of storytelling that engages and emotionally connects with audiences.
2. Universal themes
This story deals with the universal theme of ‘belonging’. This is a powerful theme that every human being will emotionally engage with and question. Everyone wants to belong, it’s a universal need that digs deep into the human condition and draws to attention inherent human questions we’ll all consider while alive. Because of this, themes such as belonging drives emotional connection – it’s something we can all relate to.
3. Stakes
Every successful story has stakes. The stakes give us the reason as to why we should care about this story; because there is something to lose. The stakes should be something that we can all understand and inherently fear experiencing.
So what is at stake here?
It’s the pain of rejection, happiness, being a complete and whole family – the mothers may not get the family they are dreaming of. If they can’t communicate with their daughter, they may not win her love… we watch them practice and do their very best to learn sign language in order to belong, find happiness and be a complete family. We can all relate to the fear of losing our family and being alone, at the end of the day that’s why they’re learning sign language – to create a family and belong to one another and that’s what’s at stake.
4. Journey
There is a clear sense of journey in this story. Every story needs a sense of journey – when you watch a film, you expect to go on an adventure, to be taken through varied emotional landscapes of uncertainty, curiosity, elevation, excitement, and revelation.
Now, ‘journey’ is its own lecture, there are many elements within ‘journey’ and depending on the length of the story you are telling, you won’t be able to fit them all in. For this story, two of the key elements used are ‘a dramatic question’ or throughline and a ‘revelation’.
We, as an audience need a dramatic question to sustain us. The reason we sit through a story or watch a movie is to find out what’s going to happen to the characters. In this story we are held by the dramatic question of ‘why are the women so passionately learning sign language?’ We are intrigued by the unbridled dedication and the anxiety they show about getting it right. This dramatic question is answered through a very clever ‘reveal’ when the little girl is introduced to them as her two new mothers. The dramatic question and the reveal, create a wonderful journey which engages us and makes us go ‘WOW’.
So the next time you watch a brand story, or a story used in advertisements, look at it through the lens of craft skills. Great stories are not accidental, they are strategised and executed with a detailed understanding and knowledge of the craft skills used to tell them. Great stories will be memorable and give you a visceral experience. When you implement a great idea with solid craft skills it’s a winning combination which can create a profound impact.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.