To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product or if they do, it’s incidental at best. This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.
I’ve curated some really good examples of brands embarking on digital storytelling on my YouTube channel. Whether they use humor, awe, or empathy, they all have the emotion to inspire the audience.
Do you not see one of your favorites? Let me know any that I should add in the comments.