deep ad thoughts blog

The Sport of Storytelling

We’ve all been there. You watch a tv spot that’s so artfully done and creates such emotional intensity that by the time it’s over you’re blinking like crazy and trying hard to swallow the lump in your throat before anyone notices that you almost cried at a commercial of all things.

Storytelling in advertising is not new, but it does seem to be having a beautiful resurgence, especially in the world of sports. Events like the World Cup and the Olympics always bring out the best in storytelling ads, but plenty of brands are using this strategy to create a deeper connection with their audiences even without worldwide events.

Two of our favorites right now are Chevy’s “Mo’ne Davis: Throw Like a Girl” spot and Gatorade’s “Made in New York” goodbye to Derek Jeter.

https://www.youtube.com/watch?v=9q_PF3YyZsQ

In both spots, the story is front and center. The sports hero is the focus, not the brand. Neither Davis nor Jeter specifically mention or endorse the brands. Chevy and Gatorade are taking the opportunity to move the audience with a powerful story that, like sports, unites everyone. And with a simple flash of the logo at the end, they connect those powerful emotions with their brand. Certainly not everyone can pull this off, but it’s a luxury that worldwide, household brands do seem to have. In a world where consumers are more and more difficult to captivate, it’s a pretty smart way to break through the clutter and keep the brand top of mind.

 

share this post:

related posts

Media Listening

The Importance of Media Listening for Trade Associations

Media listening is more than just typing your own name on Google. It means keeping track of what is being written about your brand, your …

meet our new public relations director, jacqueline miller

Hi! My name is Jacqueline Miller and I joined The Cyphers Agency as Public Relations Director. We have incredible clients at The Cyphers Agency who …

NDG Landing Page for Search Engine Marketing

Building Landing Pages for Search Engine Marketing (SEM)

When building a landing page for Search Engine Marketing (SEM) it’s important to understand the purpose of these landing pages. It’s a direct means of …

see more posts

Subscribe for our latest news, marketing tips and advice