The old story.

Storytelling.  This is not a new idea.  Completely inauthentic, manufactured, magical fictions concocted to sell things have long been potent weapons of commerce.  Take a look at this classic from advertising guru Hal Riney.  It’s a story (winter preparations) within a story (two fictional inventors) selling a completely inauthentic (made up) product.  It’s a fable.  Which is a story.  It isn’t true, but has an element of truth to it.

Here’s another tall tale.  Yes, that’s Jeremy Renner.

Do not think that all ads have to be stories or that all ads that are stories have to be true.  Nor do they have to be brand journalism.  I’m not sure what that is, other than an oxymoron.

 

 

About David Fowler

David Fowler is an Executive Creative Director in advertising in New York City.
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