"It's not only creating a really good script but also the casting and setting of the scene, the imagery and if it feels authentic,"
"It's also very important to keep your story relevant to what's going on in our society."
"Besides keeping it simple and authentic, sometimes the brand just needs to get out of the way and let the story come through. Put the brand in the back seat, the story in the front seat and let that authentic storytelling happen. When a brand wants to own the story and be the main character, people lose interest and it doesn't feel authentic anymore. Don't try to own the whole thing."
Marketing emphasized speed and scale, but simpler storytelling strengthened emotional connections by centering human moments. Brand purpose must resonate with consumers, and authenticity depends on script, casting, setting, imagery and societal relevance. Organic, user-driven moments like Nathan Apocada's viral highway skate with Fleetwood Mac and an Ocean Spray bottle show how brand restraint can improve storytelling impact. Effective scaling of emotive advertising requires the right platform choice and formats, since platform behaviors—for example TikTok users often having audio on—can determine whether a moment spreads organically.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]