Advertising through storytelling
“There once was an old man who lived in his boots.” Bam, I was immediately captivated by what sounded like a nursery rhyme I had heard many a time. I looked up from my phone to see the voiceover was accompanied by equally enthralling vision and there I was, all of a sudden more interested in a TV advertisement than I had been in the cricket.
As the ad went on, I found myself increasingly interested in the brand story of R M Williams, even wondering if they would make a good Christmas present for my husband.
What was it that captivated me so much about this ad? I’ve put my top three reasons below, see if you agree!
1. Memory association – while some may not have associated the first line with the nursery rhyme “There was an old lady who lived in a shoe” I certainly did. I was immediately taken to a period of my childhood where only good memories live and therefore associated those positive feelings with the ad.
2. Storytelling – through captivating vocal and visual storytelling, I quickly understood the way a pair R M Williams boots could become part of life for those who wore them day in and day out. I felt a sense of trust and reliability in the brand simply from the stories I became enthralled by.
3. Relatability – throughout the ad, there were many opportunities to relate to different characters and there time of life. The scenery, the work and the relationships felt familiar and comforting.
Together, these elements had me wanting more and more importantly, considering a purchase!
If you’re thinking about stepping your business marketing up a notch in 2023, consider how you can incorporate these elements into your content.
I’d also love to know your thoughts on this piece. You can watch the video below and then let me know… Do you agree? Or am just getting wrapped up in all things Summer and Australia?!
#NotSponsored
