Perfect storytelling and some tears equals top notch marketing

And here is an example!

Obs: English is not my native language, sorry for possible mistakes.

As consumers, what do we expect from commercials? I hate them and I will always press skip when possible.

But I must say that some of them make me love marketing even more. It isn’t about buying something new, the magic consists in tell a story so good that people don’t even realize they’re watching an ad.

This magic is called storytelling. It’s easier to remember, it’s much more shocking when well designed and it drives much more traffic at the end of the day.

Storytelling has some aspects that must be covered for a good result:

1 — A compelling character;
2 — A well presented subject;
3 — A conflict that drives attention;
4 — An emotionally shocking resolution;
5 — And a perfect fit of the ad in all of this;

Following these steps will assure that your campaign will have at least positive results. Or unbelievable results.

Here is a masterpiece

As you can imagine, it isn’t easy to find perfect storytelling out there, but some brands do it consistently. Volvo is one of them.

Car commercials are always general, boring and uncreative.

But Volvo has a history in making good creative ads like this for the Volvo XC40 that criticizes the excessive consumption. The Volvo commercials always has a bigger picture, making the car itself only a part of the puzzle.

The main idea is pretty much the same: Volvo is safer. The videos just show it in different perspectives using great storytelling.

I have my favorite one. Take a look, dry your tears and then come back to finish the article with a few notes you must read.

Now you must know that this commercial is advertising the new Volvo self driving system.. A system that identify humans, animals and obstacles that break the car when needed.

In practice, it doesn’t show it technically. It doesn’t give us details about the technology itself.

The video shows just a little girl with her child afflictions. Show a mother who’s committed to make her daughter relaxed and motivated for her new life stage.

It also show a hard working woman that has its own everyday problems and imperfections.

And shows perfectly the big journey life is. And how this journey cannot exist if you don’t own a Volvo Car.

Yeah, I don’t care about a self driving system but I care about dreams, about life, about safety and how destiny can be cruel. So… when I have the chance I’ll buy a Volvo.

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