5 Examples of Narrative Ads that Made an Impact
If you were ever asked what your favourite adverts were, most of the time you’d choose the ones that had a story, especially one that touched your heart the most. This is the power of a good story. Good narrative adverts are made of stories that relate to the people who watch it, like a true story, or a story with a “pearl of wisdom”. No matter what the story is, as long as it’s told right, it will impact the opinions of those who watch it. But how do you create that impactful story? Well, that depends on you. For now, let’s show you what the 5 most impactful narrative advertising stories are.
Tell a True Story
One of the most impactful stories you can show audiences, whether it’s in a film, or in an advert, is a true story. Knowing the difficulties someone had to overcome, before achieving success, respect, or even scorn, is something everyone is moved by. It doesn’t matter how much they achieve, compared to the obstacles they’ve had to overcome, the story of the struggle is much more impactful. Think about the rallies Martin Luther King held in America, or the Christmas Day truce between the Germans and the British during World War 2. These stories resonate with audiences, because they’re stories about hope, and the fact that they’re real stories, is what makes them even greater.
That’s why it’s a great story to tell in any narrative advertisement. Take, for example, the advert created by Starbucks UK (2021), Every Name’s A Story. It follows the story of a young woman going through a transition. At the beginning, she’s called Jemma by nearly everyone, because that’s what she grew up with, but you can see on her face, she doesn’t associate with that name. In the end, however, when the barista at Starbucks asks for her name, she calls herself James, and she smiles when she hears it, because she, who is now a “they”, at this point, wants to be called James. Now although, this might not be a major story, it’s still based on true events, for someone, who’s going through the process. So, it’ll resonate more with those from that demographic.
Reveal an Act Of Kindness
Nothing is more emotional than a random act of kindness, and the use of these stories in adverts can bring an audience to tears. It simply depends on what story you’re telling. For advertisers and brands, the story needs to resonate with the company’s brand values. So, they need to think about what matters to them. Are they worried about global warming? Do they care about human rights? Are they concerned by the increased number of people going into hospital thanks to Covid 19?
These are some of the questions they need to think about. For example, the company Bloom & Wild, in the UK created an advert called Care Wildly (2020), which highlights the many acts of kindness one sister has made for the other. So, in return, the younger sister, whose memories we’re seeing, is sending her a bunch of flowers, as a thank you. It is because of these memories, emphasised by the cut scenes to the message the woman is writing, that the audience connects with this advert. It is the sense of gratitude they feel, from the advert that resonates with them and in turn makes the advert powerful.
Tell It With Comedy
One of the most impactful stories for advertisers is by telling a story through comedy. Most of the time, it’s about a misunderstanding or the audience is left to guess what story is being told. It is through these stories that advertisers and marketers can really grab their audience’s attention. As long as their brand image includes a sense of humour the, having an advert that includes comedy or slapstick humour will always be impactful for brands and their marketing campaigns.
For example, the M&M’s adverts are always memorable, because of the misunderstandings and innuendoes implied in their adverts, such as in the 2018 Bedroom Affair advert. As a viewer, the audience understands the confusion and anger that the man at the door must be feeling, since he can hear what we assume is his wife, in the bedroom, laughing at something. Normally, this implies that she’s in there with another man, but as soon as he opens the door, we can see that she’s in bed with an animated M&M chocolate, and the line “You were going to eat him without me, weren’t you?” makes it all the funnier, because it’s not usually a line that a cuckolded husband would say.
Add a bit Romance
Romance is one of the most sought-after relationships anyone desires, and telling a romantic story will always impact audiences, because it highlights the best and worst parts of being in love, like when you kiss your partner for the first time, or when he/she finally proposes to you, or when you have a major argument. And most of the time, you’ll notice these stories don’t involve anyone else, it usually focuses on the pair that are in love, just like how it feels to be in love. You don’t really notice anyone else, besides your partner, when you’re in love.
Take Cartier’s 2020 advert How Far Would You Go For Love, for example. It tells the story of a couple, from their early days in love, to the end, when they’re old. The story itself is attractive, because although it’s mostly told inside a car, it emphasises the more intense moments that this couple experiences. But you can see that throughout their entire journey, the Cartier jewels are decorating their wrists, necks, and fingers, showing off the collection. It is because it’s a subtle advertisement, that makes it impactful.
Make It Abstract
Stories and narratives may seem like the same thing, but remember, a story is a timeline of events, while a narrative is a discourse, or an argument. So, sometimes a narrative can be abstract. By making the narrative abstract, you leave an impression on your audience, because they’ll wonder what it is they’re watching. Most perfume, fashion brands, and luxury goods tend to favour these adverts, and because of it, they’re the most impactful adverts on TV today.
For example, the advert by Chanel N.5, The Film with Marion Cotillard, is a very abstract piece, but there is still a narrative there. Maybe Cotillard’s character was a in love with the man who dances with her on the moon, in a past life, or they both had somehow fallen to Earth, and are trying to find each other. Whatever narrative the audience comes up with, for the advert, it is still eye catching, because it’s confusing, thus making it impactful and powerful.
If you like these examples make sure to check out the ad we’ve shot for The Dormu Cooler weighted blankets “Put your worries to sleep”.
