The old story.

Advertising as storytelling is not a new idea.   Take a look at this ancient classic from advertising guru Hal Riney.  It’s a story (girding for winter) played by two phony characters who are selling you a completely inauthentic (made up) product. It’s not a searing view into the soul and purpose of your brand. It’s baloney and it’s great. 

All ads do not have to be stories. That’s the trouble with professing that “advertising is storytelling.”  You might choose to sell as a story, as part of a billowing content feed about lyrical aspects of your brand. Or you might choose to sell by offering 50% off mattresses through Labor Day. That’s not a story.  It’s called a sale.  You say it loud and make the logo big.  End of story.




David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.