Advertisements Should Tell a Story

In an Esquire piece on advertising's next act, David Droga, founder of Droga5, stated advertising needs to cease interrupting and intruding, and start connecting. The money quote:

Anyone who's ever failed to close a pop-up knows that advertising today is more about interruption and intrusion than compelling narratives or a good laugh. We don't add value. If anything, we often take it away. ...It's not rocket science: The best ads tell great stories. They look and feel like the content you're already consuming. They invite you in. They make you laugh. They teach you something. They also sell.

In telling the story, though, the message of value should be communicated. By using this product, the purchaser will receive some sort of benefit, or value.

In the story, he cites Prudential's day one stories campaign, and Old Spice's man your man could smell like campaign. I am adding Allstate's chaos campaign to this list because (a) it tells humorous stories and (b) explains the value of using Allstate instead of a "cut rate" insurance company in instances of strange, odd, or out of the ordinary events.

Finally, the Allstate campaign creates a point of distinction between its product and competitors' products. That is, insurance is not a commodity product that competes solely on price. In this sense, the Allstate campaign should serve as an exemplar for all creatives.