Traditional advertising as an interruptive force is over. In the new post-advertising age, marketing can only be successful by telling engaging and entertaining stories that audiences actually want to hear.
Because people don’t want to be interrupted anymore.
They want to engage with content – be that television shows, films, advertising, videos or social media – as and when they choose to.
This is where the art of emotive storytelling comes in. John Lewis perhaps pioneered this back in 2007 with their Christmas ad that now has people waiting each year in eager anticipation.
Some might argue that Sainsbury’s has taken it a step further this year with their WW1 truce filmed in partnership with the Royal British Legion. Not just a moving tale, but relevant to the 100th year anniversary, and in partnership with a charity (all profits from a £1 chocolate bar go to the Legion).
These are examples of campaigns that have captured people’s imaginations, given them something to share on social media, that stand for something, and create meaningful brands.