How to facilitate the return of storytelling in advertising
Storytelling in advertising is nothing new. From the eighties’ Nescafe Gold Blend commercials featuring the romance of Tony and Sharon, to the noughties’ BT family ads that followed the domestic trials of Adam and Jane, the most memorable TV campaigns took years to build characters that audiences could relate to and care about.
But the art of storytelling is disappearing. Creators of TV ads such as the John Lewis Always a Woman, and more recently the