People Don't Hate Ads

What audiences hate isn’t advertising - it’s bad ads. Those lifeless, intrusive interruptions screaming, 'Buy now!' without offering value. Ads fail when they lack the storytelling in advertising that audiences crave or the branded entertainment that captivates and connects. 

Constantly hammering product features and price points? It’s lazy, one-dimensional, and misses the chance to build meaningful connections. People aren’t just wallets - they want stories that engage, experiences that resonate, and brands that get them. 

Bad ads feel detached because they skip the fundamentals of storytelling in advertising. In a world craving authenticity and meaning, ads that lack personality and connection simply don’t stand a chance. 

People Want Entertainment, Not Interruptions 

No one is waiting to be interrupted by your ad. Today’s audiences are more selective than ever, and the era of passive viewership? It’s long gone. 

Interruptions that add no value are a waste of time. If your ad feels like one, you’ve already lost.

What works? Ads that entertain, build trust, and stick with audiences long after the screen goes dark. Modern advertising isn’t just about pushing products - it’s about creating moments that matter. Make them laugh, think, or feel, and your ad becomes more than a distraction; it becomes a relationship builder. 

People Want Credibility, Not Overhyped Claims 

Audiences can spot BS a mile away. They’re not here for overhyped promises or too-good-to-be-true claims. What they want is credibility - authentic, trustworthy brands grounded in reality. 

Credibility isn’t given; it’s earned through a strong reputation, respected endorsements, and transparent messaging. Overpromising and underdelivering? That’s a fast track to losing trust, and once it’s gone, it’s almost impossible to win back. 

The ads that stick are genuine and relatable. They don’t just sell - they connect. They build loyalty, reinforce trust, and make people feel like your brand is one they can count on. 

People Want Cultural Relevance, Not Insensitivity 

Cultural context isn’t just a 'nice-to-have' - it’s the backbone of how audiences perceive your brand. Ads that reflect cultural values and beliefs don’t just grab attention; they connect on a personal, authentic level. 

But here’s the catch: cultural relevance without sensitivity is a recipe for disaster. Misrepresent or ignore cultural values, and you’re inviting backlash that damages trust and your brand’s reputation. 

The fix? Respect your audience. Align your messaging with their cultural values, and do the homework to ensure inclusivity and authenticity. Get it right, and your campaigns won’t just resonate - they’ll build genuine connections with diverse audiences. 

Why Does Branded Entertainment Work? 

Shouting about your product’s features just doesn’t cut it anymore. The brands that stand out are the ones doing more. They’re crafting stories through omnichannel storytelling that build trust, spark connection, and bring communities together - all without screaming, 'BUY NOW!' at every turn. 

This is where branded entertainment takes the spotlight. It’s about giving your brand a voice, a purpose, and a narrative that connects with people on a level deeper than the transaction. You’re not just selling a product - you’re selling a feeling, a solution, or even a movement.

Here’s how to move from noise to meaning and create ads that truly resonate with your audience. 

Go Beyond Product Features 

Hard-selling product features doesn’t build lasting connections. Technical specs and detailed descriptions might check a box, but they rarely captivate or inspire. Why? Because people don’t connect with features - they connect with emotions, values, and the storytelling in advertising that makes brands unforgettable. 

Take Nike, for example. When was the last time you saw an ad about the materials in their shoes? Exactly. Nike’s branded entertainment focuses on pushing boundaries, chasing dreams, and embracing the “Just Do It” mindset. It’s not about what their products do - it’s about what they mean. This storytelling approach positions Nike as more than a sportswear company; it’s a symbol of empowerment, determination, and human potential. 

The best brands don’t sell products - they sell ideas, lifestyles, and aspirations. They leverage storytelling in advertising to dig into their purpose, crafting narratives that resonate universally and inspire deep loyalty. 

What to Do Instead: Lead with Purpose, Not Features 

If you want to create ads that truly connect, start by defining your brand’s purpose. Ask yourself: 

• What beliefs or values does our brand represent? 
• What impact do we want to make on our audience, industry, or the world?
• How does our product fit into a larger story that goes beyond its functionality? 

Use these answers to shape your narrative. Instead of throwing specs and features at your audience, craft stories that reflect human experiences and shared values. A story about resilience, inclusivity, or sustainability will stick with your audience far longer than a bulleted list of features ever could. 

Why It Resonates 

When you shift the focus from features to purpose, your message stops feeling like a sales pitch and starts feeling like a shared belief. This approach strikes a personal chord, inviting your audience to align with a cause, a mission, or values they already care about. 

By anchoring your story in something bigger than your product, you create more than just awareness - you build a lasting emotional connection. Your brand stops being just another choice on the shelf and transforms into an inspiration, a symbol of something meaningful in your audience’s lives. 

Infuse Your Identity in Every Ad 

Brands that resonate don’t just look good - they know who they are. The ones that stand out have a cohesive identity woven through every ad, every campaign, and every interaction. 

Today’s audiences want more than flashy visuals. They’re drawn to brands with authentic values, defined personalities, and missions they can believe in. The most successful brands don’t just run ads - they use storytelling in advertising to showcase who they truly are. 

Take Patagonia, for example. From ads to social media, everything they create reflects their commitment to sustainability and environmental activism. This isn’t just a message they share - it’s the foundation of their entire brand. That kind of consistency builds trust and gives audiences a real reason to engage. 

What to Do Instead: Make Your Essence the Foundation of Every Ad 

To consistently infuse your identity into your advertising, you need to define what makes your brand unique. Start by asking: 

• What values define us, and how do we show them through our content?
• What story are we telling about who we are and why we exist? 
• How do we make sure our visuals, language, and tone reflect our essence? 

Whether it’s a quick tweet, a TikTok, or a full-blown ad campaign, your brand’s identity should be front and centre. Use symbols, messaging, and visuals that authentically represent your brand and align with the aspirations of your audience. The result? A narrative that’s instantly recognisable and deeply memorable. 

Why It Resonates 

Consistency isn’t just nice - it’s essential. When your messaging reflects the same mission and values every time, it builds trust. And trust is what keeps your audience coming back. 

By weaving your identity into everything you create, you give your audience clarity about who you are and what you stand for. That clarity turns passive viewers into loyal supporters - people who are proud to champion your brand and make it part of their lives.

Put Your Audience First 

In storytelling, your customer is the hero - not you. Effective brand storytelling starts with understanding their values, aspirations, and challenges. When your story reflects what matters to them, it creates a connection that transcends the product itself. 

Look at Apple’s 'Shot on iPhone' campaign. Instead of pushing megapixels and low-light specs, Apple flipped the script, inviting users to share their own photos with #ShotoniPhone. These authentic, user-generated shots weren’t just shared online - they were celebrated on billboards and buildings worldwide. The focus wasn’t on the iPhone; it was on the creativity and perspectives of its users. 

By turning their audience into the storytellers, Apple didn’t just create an ad - they built a platform. And in doing so, they made their customers feel part of something much bigger than a product. That’s storytelling in advertising done right. 

What to Do Instead: Build Stories Around Shared Values and Experiences 

If you want your audience to connect with your brand, make them the focal point. Start by asking: 

• What issues or values matter most to our audience? 
• How does our brand reflect or align with those values? 
• What shared challenges or aspirations can we highlight in our storytelling? 

Craft stories that tap into these shared experiences. Highlight their struggles, celebrate their successes, and show how your brand fits into their journey. This isn’t about centring your product - it’s about making your audience feel understood and valued. 

Why It Resonates 

When your audience becomes the hero of your story, they feel seen. They feel valued. And that makes your brand relatable, memorable, and worth rooting for. 

A story that mirrors your audience’s beliefs and aspirations becomes one they want to engage with - and share. This approach turns your brand into a partner in their journey, building loyalty and advocacy as your customers see their own identity reflected in your brand. 

Put your audience first, and watch your brand go from being a product they buy to a part of who they are.

Tell Stories that Stick 

Great storytelling isn’t about overcomplicated plots or flashy gimmicks. It’s about crafting stories that are memorable, meaningful, and resonate long after the ad ends. The most impactful stories don’t just sell - they connect. They focus on experiences over products, creating moments your audience carries with them. 

Take Coca-Cola’s iconic holiday ads. They’re not about a fizzy drink - they’re about family, tradition, and the joy of togetherness. Coca-Cola uses branded entertainment to tap into the warmth of the season, aligning their product with emotions people hold dear. This approach turns a simple beverage into a symbol of shared values and cherished memories. 

That’s the power of storytelling in advertising. It’s about transforming your product into something bigger - a story that resonates, inspires, and stays with your audience. 

What to Do Instead: Choose the Right Format to Tell a Story

To make your story unforgettable, think strategically about the format you use to tell it: 

• Short-form content shines on platforms like Instagram and TikTok, where audiences want quick, punchy narratives. A brief video, a carousel of images, or even a single, impactful post can capture an emotion or moment that resonates. 
• Long-form content lets you go deeper. Use blog posts, documentary-style videos, or in-depth articles to explore your brand’s history, mission, or a cause you support. This format builds a richer, layered narrative that engages audiences over time. 

Whatever the format, the key is clarity. Focus on a compelling message that reflects your brand’s values and connects to the experiences your audience cares about. 

Why It Resonates 

Stories that focus on shared experiences and universal values stick because they tap into human emotion. When audiences see themselves in your story, it creates a powerful sense of belonging. 

By telling stories that evoke connection, your brand becomes more than just another product. You become a part of your audience’s culture, values, and memories—a brand they don’t just buy from but believe in.

Put It All Together 

Branded entertainment isn’t a one-and-done effort - it’s a continuous, evolving process. Your brand’s narrative should grow alongside your audience, adapting to their shifting values, needs, and expectations, all while staying rooted in your core mission. 

When your story aligns with what truly matters to your audience, it does more than help you stand out - it builds lasting, meaningful connections. Your brand becomes more than a product or service; it becomes an experience, a symbol, and a trusted presence in their lives. 

At the end of the day, the brands that resonate are the ones that feel like they belong. So, how will your storytelling in advertising live in the hearts and minds of your audience? Because that’s where the real impact begins. Get in touch with us when you’re ready to go beyond ads.