The Power of Storytelling for Brands

Why storytelling works

• Emotional Connection – Stories evoke emotions, making messages more impactful and memorable.
• Relatability – When brands tell authentic stories, audiences see themselves in them.
• Trust & Loyalty – A well-crafted story fosters trust, making customers more likely to engage and return.
• Simplicity & Clarity – Complex ideas become easier to understand when presented as a narrative.

Now, let’s explore some brands that have mastered the art of storytelling through their ads.

7 brilliant brand storytelling examples

1. McDonald’s – “Andrea”

🔗 Watch: Andrea

This ad tells the story of a girl named Andrea growing up in a single-parent household. Through various life stages, McDonald's serves as a backdrop to her relationship with her father. The simple but powerful storytelling highlights themes of love, nostalgia, and the small moments that create lasting memories.

Why it works:

• Strong emotional connection to family and nostalgia.
• Relatable, real-life moments.
• Subtle but effective brand placement.

2. AAMI – Rhonda & Ketut

🔗 Watch: AAMI Insurance

AAMI Insurance crafted a multi-year love story between Rhonda, an Australian woman, and Ketut, a Balinese man. The campaign followed their romance, keeping audiences engaged over multiple ads. The storytelling was so good, it generated an estimated $1.5 million in free PR and earned-media coverage.

Why it works:

• A continuous narrative that keeps viewers invested.
• A mix of humour, romance and charm.
• Strong character development, making audiences care about Rhonda & Ketut.

3. Thai Life Insurance – “Unsung Hero” (2014)

🔗 Watch: Unsung Hero

This tear-jerking ad (yes I did have a little cry) follows an ordinary man who performs small acts of kindness daily, from feeding a stray dog to helping a poor girl go to school. It reminds viewers that small gestures can make a big impact.

Why it works:

• Deeply emotional and inspiring storytelling.
• Minimal dialogue, relying on visuals and music to convey its message.
• A universal theme of kindness that resonates across cultures.

4. Nike – “Find Your Greatness” (2012)

🔗 Watch: Find Your Greatness

Nike took a different approach by featuring an overweight boy running alone on an empty road. A clever series that makes ‘performance’ feel more accessible to anyone. The narration emphasises that greatness is within everyone’s reach, not just elite athletes.

Why it works:

• Authentic, raw storytelling.
• A fresh perspective on athleticism, making it relatable to all.
• Motivational message that aligns with Nike’s brand ethos.

5. John Lewis – “Man on the Moon” (2015)

🔗 Watch: Man on the Moon

John Lewis & Partners is well-known for its highly anticipated and often acclaimed Christmas adverts - so much so they signal the start of the Christmas countdown in the UK. In this Ad, a young girl spots a lonely old man living on the moon and finds a way to send him a gift, reinforcing themes of kindness and human connection.

Why it works:

• Emotionally charged with a heartwarming twist.
• A moving soundtrack that enhances the story.
• Reinforces John Lewis’s brand tradition of emotional Christmas ads.

6. Coca-Cola – “Brotherly Love” (2016)

🔗 Watch: Brotherly Love

This ad captures the playful yet deep bond between siblings. While the older brother constantly teases the younger one, he ultimately protects him when needed.

Why it works:

• Universally relatable sibling dynamic.
• No dialogue needed—expressions and actions tell the story.
• Ties Coca-Cola to family bonds and everyday moments.

7. Qantas – “Feels Like Home. Again” (2023)

🔗 Watch: 🔗 Feels Like Home. Again

This emotionally charged ad features a real-life reunion between a mother in regional Victoria and her son returning from Japan after four years apart. The surprise moment—filmed during her 60th birthday party—was completely unscripted.

Why it works:

• Genuine, unscripted emotion captured on film.
• Relatable post-pandemic story of reconnection.
• Reinforces Qantas’ position as a carrier of emotional and physical homecomings.
• Underscored by Martha Marlow’s heartfelt rendition of “Feels Like Home.”

The takeaway

The best brand stories aren’t about selling a product - they make us feel something. Whether it’s love, nostalgia, motivation, or kindness, great storytelling turns brands into experiences people want to engage with.

As Brand Managers, how can you use storytelling effectively?

• Focus on emotions over products - highlight the standout moments in life that your product or service helps create 
• Keep the story authentic and relatable - share a real journey that a customer or employee has experienced 
• Use strong visuals and music to enhance impact - this is all about tone and personality to immerse the heart (not the logical mind)
• Create characters and narratives people care about which in turn creates more memorability of your campaign - we want to know what happens to them!   

By mastering the power of storytelling, you can help your brand create lasting connections, inspire loyalty, and leave an unforgettable mark in the hearts of your audience. 

So, what’s your brand’s story?