Welcome to our contribution to this years’ National Story Telling week! The week was founded by the Society for Storytelling to keep imaginations thriving and through this period I think we could all do with a little bit more of that. There will be multiple events to commemorate the festivities so why not get involved. I’ve rounded up a couple of adverts that I think perfectly capture our imaginations and will hopefully take us away from the mundane repetitiveness of our most recent lockdown, enjoy!
If you’re looking for a brand that understands the importance of storytelling and how it can increase brand interaction, it’s John Lewis. Yes, I know that it’s no longer Christmas, but couldn’t we all do with an excuse to watch this on again, yes, yes we could! So, I’ve gone back through the archives and found this belter featuring the one and only ‘Monty the Penguin’ and his quest to find a partner just in time for Christmas that aired in 2014. It’s the perfect combination of sweet, funny and heart-warming.
Coming in hot next is the one and only Starbucks with their ‘Every Names a Story’ campaign in aid of children’s transgender charity Mermaids. If you haven’t already seen this one, then it is definitely one to watch if you’re looking for examples of how good story telling can exemplify an element of your brand and create new possibilities in ways you maybe hadn’t even thought of before. The advert depicts one young transgender man’s journey, James, through their transition and how frustrating it can be to be constantly refereed to and reminded of their deadname. The premise is based on the importance a name can have and the significance of the occasion. A beautiful and impactful story. https://youtu.be/pcSP1r9eCWw
Next, we have to mention a relatively new advert that reflects the journey that we’ve all being going through, dare I say it, the pandemic. Cadbury’s ‘This doesn’t need to end campaign https://www.youtube.com/watch?v=kU9bENZ_0Uc&feature=youtu.be focuses on the new connections we’ve made and how that sense of community needs to be preserved. We are invited to see how this Pandemic has brought us all closer together, bridged age gaps, created communities as well as ways we’ve all tried to cope. Cadbury’s ability to produce something that represents the laughter, pain and hope that we’ve all seen is breath-taking and truly engaging.
Finally, a brand that has got one message on its mind and that’s Heinz’s effort to put an end to child poverty. An issue that has been all over the media over the last couple of months and a cause that is close to a lot of people’s hearts. Their advert called ‘The Rumble’ transports us to an illustrated world where we follow the path of a young girl haunted by the personified rumble of her stomach that ruins her ability to participate in school activities. This is a perfect example of how illustrations can bring vibrancy to your story and add softness to such a pressing issue. Heinz have created a hearting warming depiction of what 1 in 5 children in the UK experience and encapsulated how powerful a good story can be. https://youtu.be/Yjtt4PRqtVU
I hope that this little accumulation of some of my favourite storytelling adverts gave you a little break on your Sunday evening and encouraged you to get involved in all of the festivities going on this week. If you’re struggling for ideas why not check out https://www.sfs.org.uk/national-storytelling-week for a variety of different ways to get involved!