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.
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:
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