Who really watches advertisements? Most of the time, we’re either trying to skip them or complaining about them. But there seems to be an exception to this rule.

STORYTELLING ADS

On Sunday, over 100 million people will tune in worldwide to watch one of the biggest TV events of the year. What we see on Sunday will have people like me talking for days, weeks, and years to come. But I’m not talking about the game that will be played simultaneously or the possibility of seeing Taylor Swift with a ring. I’m talking about the advertisements that will play during the Super Bowl.

While you’re always skipping the ads on YouTube and complaining about too many ads on social media, this is the one day a year when people intentionally watch. These ads have become part of the viewing experience. Advertisers know this. In fact, Super Bowl 2024 is set to be the biggest year ever for advertising in the US, as the world’s largest brands spend an estimated $650 million on securing TV slots around the game. A 30-second ad for the game is estimated to cost upwards of $7 million.

This staggering investment begs the question: What makes these slots worth the price of a Hollywood blockbuster? The answer lies in the power of ad storytelling to create moments that are as memorable as the touchdowns and halftime show. It’s the art of weaving narratives that not only entertain but resonate on a personal level, turning viewers into storytellers themselves as they recount their favorite commercials long after the final whistle.

The Power of Storytelling Ads

Many of the most successful Super Bowl commercials use storytelling to engage viewers and convey a message. But what exactly are storytelling Ads? At its core, it’s the practice of using narrative techniques to craft an advertisement that tells a story with a beginning, middle, and end. This story often involves characters, a setting, a conflict, and a resolution.

Ad storytelling works because it leverages the innate human affinity for stories. From our earliest days, we learn about the world through the tales we hear. As adults, stories continue to shape our understanding and connect us to others. When brands harness this power, they do more than just sell a product; they create an experience that has the potential to move people emotionally and stick with them long after the commercial has ended.

The emotional journey that a good story takes us on can be a powerful motivator. It builds a sense of trust when we see ourselves reflected in the brand’s narrative. This is why ad storytelling can be such an effective tool for building brand loyalty.

In the context of the Super Bowl, where ads are as much a spectacle as the game itself, the power of storytelling is even more pronounced. Brands that tell the most compelling stories are often the ones that dominate the post-game conversations. They manage to create moments that are not only memorable but also shareable, inspiring viewers to spread the word about their favorite ads. In doing so, these brands achieve something every advertiser strives for: they turn their audience into storytellers, further amplifying their message.

A Storytelling Ad That Made History

Exactly 40 years ago, the Super Bowl became the Super Bowl as we know it today. But it wasn’t the game itself that changed sports biggest night, the Los Angeles Raiders defeated Washington pretty handily. But it was still something that happened during the broadcast that shook up the advertising world. A 60-second commercial, loosely inspired by a famous George Orwell novel, changed advertising as we knew it, without ever showing the product it promoted.

The Apple Commercial 1984, an iconic example of storytelling ads, intended to introduce the new Macintosh computer, became one of the most acclaimed commercials ever made. This marked the beginning of the Super Bowl tradition of featuring show-stopping ads.

This commercial changed advertising by showing that an ad could be more than just a pitch for a product; it could be a cultural statement. Apple positioned itself as a champion of individuality, creativity, and freedom through technology. The ad didn’t focus on the specifications of the Macintosh or its price point; instead, it sold a vision of what the world could be with Apple’s innovation. It was storytelling with a purpose, and it resonated deeply with viewers.

Its cinematic quality and use of a narrative arc made it feel more like a short film than a traditional commercial. This approach captivated audiences and demonstrated that ads could be entertaining, thought-provoking, and artistically ambitious.

This ad helped establish the Super Bowl as the premier showcase for innovative advertising, where companies strive to make a cultural splash rather than just promote their latest offerings. It also shaped Apple’s identity as an innovator and disruptor, a reputation that continues to define the company to this day.

Great Examples of Storytelling Ads

Throughout the years, there have been numerous examples of storytelling ads that have not only captured the attention of audiences but have also left an indelible mark on popular culture. These ads are remembered not just for the products they sold but also for the stories they told and the emotions they stirred. Each of these ads helped shape the identity of that brand.

Always “Like a Girl” (2015)

This campaign confronts the derogatory connotation of the phrase “like a girl,” which has often been used to describe doing something with less skill or ability. The brilliance of this ad lies in its narrative approach, which not only highlights a problem but also redefines it in an empowering way. 

The ad begins by asking older children and adults to demonstrate running, fighting, and throwing “like a girl.” Their exaggerated and weak performances reflect the negative stereotypes associated with the phrase. However, when younger girls are asked to do the same actions “like a girl,” they do so with strength and confidence. This stark contrast effectively challenges viewers to reconsider their perceptions and the impact of their words.

This type of ad storytelling works because it connects with viewers on an emotional level. It doesn’t lecture the audience; instead, it shows real people grappling with a real issue. By using a simple yet powerful narrative, Always positions itself as a brand that understands and champions the empowerment of women and girls.

Budweiser “Puppy Love” (2014)

Some of the most impactful storytelling ads tug at your heartstrings. Budweiser’s “Puppy Love” ad tells the tale of an endearing bond between a playful puppy and a majestic Clydesdale horse, a narrative that effortlessly captures the audience’s emotions. The story unfolds with the puppy’s relentless attempts to reunite with the horse, despite being taken back to the shelter time and again. This display of loyalty culminates in a touching scene where the Clydesdales come to the puppy’s aid, ensuring the two friends remain together.

The storytelling works on multiple levels. It taps into the innate human affection for animals and their friendships, which universally symbolizes innocence and purity. By focusing on this relationship, the ad bypasses the need for dialogue, instead relying on powerful visual storytelling that anyone can understand and appreciate.

Budweiser has become synonymous with the Clydesdale due to its long-standing tradition of featuring these horses in their advertising. The Clydesdales represent strength, tradition, and reliability—qualities that Budweiser aims to reflect in its brand. In the “Puppy Love” ad, the Clydesdales also embody camaraderie and intervention, reinforcing the brand’s image as one that champions deep connections and steadfastness.

Google “Parisian Love” (2010)

Telling a complete story can be as simple as a Google search. This was beautifully illustrated in Google’s “Parisian Love” ad, where a series of search queries artfully narrated a love story that spanned continents and captured hearts. The ad’s effectiveness lies in its straightforward narrative, conveyed through the lens of a search engine. Each query builds upon the last, creating a storyline that is both engaging and relatable.

The approach works because it reflects how we naturally use Google to navigate life’s moments. From finding a coffee shop in a new city to learning a language for love, the ad shows real-life applications of the search engine. It connects with viewers by depicting a journey that feels authentic and familiar.

The ad’s simplicity allows the viewer’s imagination to take over. Without visualizing the characters or their surroundings, the narrative invites us to create our own images of the unfolding romance. This personal investment in the story makes the narrative more memorable and impactful. This ad demonstrates that a good story doesn’t need elaborate plots or characters. It can be as minimalistic as a sequence of searches, each one opening a window into a larger tale. This ad proves that powerful storytelling often comes from the most basic forms of human curiosity and desire.

Tide “It’s a Tide Ad” (2018)

This ad is unlike most storytelling ads. Tide’s “It’s a Tide Ad” from the 2018 Super Bowl cleverly subverts the typical narrative structure by presenting a series of vignettes that viewers initially believe to be standard commercials for various products. Actor David Harbour reveals the twist: every scenario, whether resembling a car, beer, or perfume ad, is actually a Tide ad, signaled by the characters’ spotless clothing. This approach works because it plays with the audience’s expectations, using the element of surprise to keep viewers engaged and entertained.

The ad’s recurring theme, “It’s a Tide Ad,” becomes a clever branding device. It not only reinforces the product name but also the idea that clean clothes are synonymous with Tide. The repetition ensures that by the end of the game when people see clean clothes on TV, they think of Tide. The ad’s humor and wit strengthen this association, making it memorable and shareable—key components for success in the age of social media.

The ad capitalizes on the context of its airing—the Super Bowl—when audiences are more receptive to creative commercials. By parodying the very medium it’s part of, Tide sets itself apart from other advertisers. It doesn’t need to tell a traditional story because it creates a meta-narrative about advertising itself, which resonates with a media-savvy audience. The Tide Ad works because it flips the script.

Amazon “Alexa Loses Her Voice” (2018)

Occasionally the best story is the one that pokes fun at ourselves. Amazon’s “Alexa Lost Her Voice” advertisement illustrates this point with a blend of humor and celebrity cameo genius that sticks in viewers’ minds long after the Super Bowl has ended. The premise is simple:

Alexa, the voice behind Amazon’s Echo, loses her voice, prompting a slew of famous personalities to fill in. The catch? They’re hilariously bad at it.

The ad’s narrative works because it taps into a universal fear—technology failing us at the most inconvenient times—but responds to this anxiety with levity instead of panic. By humanizing Alexa’s technical perfection through a loss of voice, Amazon makes the technology more approachable and relatable. Introducing celebrities like Gordon Ramsay, Rebel Wilson, Cardi B, and Sir Anthony Hopkins as temporary Alexa substitutes adds an element of surprise and delight, contrasting the ordinary Alexa experience with their unique, unexpected replies.

Storytelling, in this context, serves multiple functions. It reassures users that imperfections, even within tech giants like Amazon, are normal. It also demonstrates the brand’s ability to laugh at itself, suggesting confidence and stability—an integral factor in maintaining consumer trust.

Coca-Cola “The Wonder of Us” (2018)

Every story should have an audience, and the same can be said for TV advertisements, but what about the stories that are meant for everyone? Coca-Cola’s “The Wonder of Us” ad from 2018 is a prime example of such universal storytelling. It doesn’t just target a specific demographic; it embraces all demographics, making each viewer feel seen and included. The advertisement unfolds with a series of vignettes featuring a diverse cast, while a poem-like narration weaves these individual threads into a cohesive narrative tapestry.

This approach works because it reflects a mosaic of the human experience, connecting viewers to the brand through shared values and emotions. Coca-Cola here isn’t selling a drink as much as it is selling an idea—the idea that everyone, no matter who they are or where they come from, has a place at the table. This inclusive message is powerful in its simplicity and universality. By focusing on inclusivity, the ad taps into a collective yearning for unity and acceptance. It’s a celebration of diversity, not just in terms of race, gender, or lifestyle, but also in the unique ways people enjoy the same product. The tagline “There’s a Coke for he… and she… and her… and me… and them” reinforces this sentiment, encapsulating the brand’s commitment to serving every part of society.

Pepsi “Pepsi vs Coke” (1995)

The most powerful storytelling ads will always show the viewer more than tell them. When viewers are shown a story, they’re invited to interpret and feel it, creating a personal connection that goes beyond words. Using ‘show, don’t tell’ fosters subtlety, encouraging deeper audience engagement with the narrative.

In the case of the Pepsi vs Coke truck drivers commercial from 1995, this approach is executed flawlessly. The ad doesn’t need to explicitly state that Pepsi tastes better or that it’s the preferred choice among consumers; instead, it shows us through the actions and reactions of the characters. The Coke driver’s irresistible draw to the taste of Pepsi tells a compelling story. His comical attempt to hide his newfound preference speaks volumes without saying a single word about flavor profiles or brand superiority.

Its power lies in silent storytelling, leveraging universally understood human behaviors to convey its message. It taps into the shared experience of enjoying something so much that you momentarily forget yourself, a feeling that transcends language and culture. By showing rather than telling, the ad creates a playful and memorable narrative that viewers can relate to and recall long after they’ve seen it. It’s a testament to the effectiveness of visual storytelling and its ability to leave a lasting impression on the audience.

Doritos “Crash the Super Bowl Series” (2006–2016)

Long before UGC (User-Generated Content) became a trend in video marketing, Doritos relied upon it’s consumers to produce their Super Bowl advertisements. This innovative approach modernized video marketing. The “Crash the Super Bowl” campaign was a trailblazer, inviting fans to create their own commercials for the chance to have them broadcast during one of the most significant sporting events of the year.

This strategy worked exceptionally well for several reasons. It gave ordinary people a platform to express their creativity and humor, aligning perfectly with Doritos’ brand identity, which is all about boldness and fun. Because this was a series, Doritos built an ongoing narrative for viewer investment in the power of storytelling. Each year, the anticipation of new, fan-made content kept the audience engaged and excited.

Viewers had a stake in these commercials and were more likely to trust it, as it was made by someone like them. This type of authenticity can’t be manufactured. It resonates deeply with the audience, as they see reflections of themselves and their humor in the ads.

The series aspect of the campaign ensured that Doritos remained at the forefront of viewers’ minds before and during the Super Bowl. As submissions rolled in and voting took place, the campaign maintained a conversation, which created a sustained buzz that many one-off commercials fail to achieve.

Doritos’ use of UGC for their Super Bowl ads didn’t just modernize video marketing; it set a new standard. Doritos empowered consumers to tell their own stories, fostering a powerful connection and ensuring active celebration and discussion of each Super Bowl ad. This approach proved that the most impactful advertising can sometimes come directly from the fans themselves.

What Can We Learn?

From these examples of storytelling ads, we can glean several key lessons about what makes advertising resonate with audiences and how to craft campaigns that not only capture attention but also endure in memory.

Embrace Humor and Relatability:

Ads like Amazon’s “Alexa Lost Her Voice” and the Pepsi vs Coke truck drivers commercial teach us that humor is a powerful tool for engagement. When viewers find something genuinely funny and relatable, they’re more likely to remember and share the content.

Leverage Emotional Connections:

Coca-Cola’s “The Wonder of Us” demonstrates the effectiveness of tapping into emotions and universal values such as inclusivity and unity. By creating an emotional connection, brands can foster a deeper relationship with their audience.

Encourage Audience Participation:

Doritos’ “Crash the Super Bowl” series shows the benefits of involving the audience in the creative process. User-generated content can lead to fresh and authentic stories that resonate more powerfully because they come from the consumers themselves.

Show, Don’t Tell:

The most compelling ads often show the message rather than tell it. By demonstrating the benefits or appeal of a product through a narrative, brands can convey their message in a way that feels less like a hard sell and more like an entertaining story to enjoy.

Build a Narrative Series:

Creating a series of ads can keep the audience engaged over a longer period. It builds anticipation and allows for the development of a more complex narrative, which can strengthen brand identity and loyalty.

Capitalize on Cultural Context:

Understanding the cultural moment and the audience’s mindset can help create ads that are timely and relevant. The Pepsi and Coke rivalry ads played off a well-known industry competition, making them instantly recognizable and engaging.

Successful storytelling ads hinge on creating content that viewers can connect with on a personal level—whether that’s through laughter, shared values, interactive experiences, or simply a well-told story. These lessons underscore the importance of understanding your audience and finding innovative ways to communicate your message. 

Incorporating these lessons into your marketing strategy can transform the way consumers perceive and interact with your brand. For more insights on how to personalize your approach and stay ahead of the curve, be sure to check out our blog posts.

Apply it to Your Video Marketing

There are valuable lessons to be learned and applied to your own video marketing from these storytelling ads. A strong core message is essential; it should resonate with your audience and reflect your brand’s values. This message will guide the narrative of your videos, ensuring that each piece of content contributes to a cohesive brand story.

Emotion drives engagement, so aim to connect with your viewers on an emotional level. Whether it’s through humor, excitement, or sentimentality, eliciting an emotional response can make your content more memorable and shareable. Encourage audience interaction by creating content that invites viewers to engage with your brand, whether through social media, contests, or direct calls to action. 

Ensure your videos have a clear narrative structure with a compelling hook to capture attention quickly. Shareability is key in extending the reach of your content, so include elements that audiences will want to pass along to others. Also, consider the potential for serial content to maintain viewer interest over time, building anticipation for future installments.

Our Video Marketing Bundle

To effectively apply these strategies and elevate your video marketing, our Video Marketing Bundle is the ideal solution. We craft a customized video strategy tailored to your brand’s unique needs and assist you in implementing it. We take care of everything from start to finish to make sure you see results as quickly as possible. Using viewer psychology and strategic storytelling, we help you make videos that your viewers want to watch.

We provide high-quality production, captivating visuals, and a seamless storyline, keeping viewers hooked from the opening shot to the call to action. As your own production crew, we ensure your video marketing is creative, data-driven, and results-oriented. We analyze trends, predict viewer behavior, and craft content that not only aligns with your brand identity but also sets the stage for measurable success. With the Video Marketing Bundle, you’re not just releasing content; you’re premiering videos designed to captivate and convert. Isn’t it time your brand got the recognition it deserves? 

If you’re ready to start seeing real results with your video content, secure your spot in our video marketing bundle by applying today.

The Last Play

The influence of storytelling in Super Bowl commercials has redefined the landscape of advertising, demonstrating time and again the profound impact a well-crafted narrative can have on audiences. These commercials are not just fleeting moments of entertainment but cultural touchstones that shape brand perception and consumer behavior long after the game has ended. They underscore the power of stories to connect, engage, and inspire, setting a benchmark for what effective advertising looks like.

In recognizing this broader impact, businesses of all sizes should embrace the art of storytelling in their video marketing efforts. It’s about more than selling a product or service; it’s about forging an emotional connection with your audience, sharing values, and creating memorable experiences that resonate on a personal level.

With our expertise, you’ll be equipped to craft compelling narratives that captivate your target audience and elevate your brand all with your video content.