Dandelion and the Storytelling Ad Model

Storytelling is a powerful thing. Ever since our parents read us bedtime stories, we’ve depended on narratives to help us interpret the world around us–and to escape it.

Stories engage us and, as our attention fragments, that is precisely what advertisers are trying to do. Enter the commercial-as- miniseries. The concept has really taken root in Asia–just search youtube for “SK Telecom” or “LG Telecom” and you’ll get tons of hits from South Korea. The following three commercials illustrate this phenomenon, telling the story of a family separated between the North and the South:

Now we’re going to see more of these story-driven ads in the U.S. thanks to a new studio called Dandelion, which officially launched yesterday. Formed by Epoch Films and Kirt Gunn Associates, the company is “dedicated to creating programming and entertainment sponsored by brands.” It’s almost a return to the “brought-to-you-by” model of early television where content was king, and advertisers just paid the bills. Almost. They do work for brands after all, so what they create is essentially branded serial content, but at a higher quality. Actual professional writers, directors and producers are at the helm, rather than marketing interns with a Flip video camera.

Brands today need to be transparent, accessible, human. This is what consumers relate to. These commercials aim to tap into these same ideals by bringing brands to life and appealing to our emotions. If they succeed, will we soon be TiVoing commercials and skipping the shows?

Dandelion