The power of brand storytelling

In short

A brand story is the narrative that connects what your business does, to why it matters to the people you serve. Brand storytelling works because a story is easier to remember than a list of facts, which gives your messaging emotional pull and makes your brand easier to recall.

Key takeaways

• Lead with the feeling, not the product. The campaigns that last are built around a human moment the product helps create, not around a feature list.
• Complementary qualities do the work: emotional connection, relatability, trust & loyalty, simplicity & clarity. A complicated idea becomes much easier to follow once it is told as a narrative.
• Characters can carry the message. AAMI's Rhonda and Ketut ran as a multi-year love story, and the campaign generated an estimated $1.5 million in free PR and earned-media coverage.
• Authenticity beats polish. A real journey a customer or an employee has lived is what an audience believes, which is why Qantas’s 'Feels Like Home. Again' campaign around an unscripted family reunion works so well.
• Sound and vision are not decoration. Music, editing and visual choices are how a story reaches the heart instead of the logical mind.

Why does brand storytelling work?

• 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.

What are the best 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.”

What makes a brand story work?

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. 

Common questions about brand stories

What is a brand story?

A brand story is the narrative that a business gives of where it came from, the change it is trying to make, and the part its customers and employees play in that change. It gives people something to recall and repeat, which a list of capabilities does not. It is not a company history or a timeline of milestones.

Does brand storytelling work for a considered, high-value purchase?

Absolutely. In fact, the more considered the purchase, the more important the story becomes. High-value decisions can take months, involve multiple stakeholders and require your brand to be understood consistently long after the first conversation. Your story needs to be strong enough that someone can champion your business in a room you’re not in, and communicate why you matter without reducing the conversation to features, services or price. The seven examples on this page are consumer campaigns, but the principles translate directly to high-value B2B and considered purchases: one compelling idea, consistently expressed, grounded in people and outcomes rather than features, and memorable enough to travel through the entire decision-making process.

How do you write a brand story?

Start with the audience and your value proposition. Where do they meet? What’s the feeling you want people to have in a real lived moment. Give it a character worth caring about, keep the language plain, and use visuals and music to carry the emotion. Then hold the same story across every channel and then continue to build on that story over time.

Why do some brand stories fall flat?

Usually one of two things. The first is leading with the product, which turns the story into an ad with a plot attached. The second is inconsistency, where a strong story is told once and then dropped for the next campaign. The campaigns on this page that ran longest, AAMI's Rhonda and Ketut and the John Lewis Christmas ads, are the ones audiences came to recognise on sight.

Explore our brand strategy, communications strategy, advertising campaigns, does your brand have an ambitious purpose and our TV and video work.

So, what’s your brand’s story?