How to Craft an Engaging Story: The Right (Brain) Way
We cannot agree more with Jimmy Neil Smith’s note that “there isn’t a stronger connection between people than storytelling”. Our decades of testing via the Test Your Ad platform undeniably show that a compelling and emotional narrative is the fundamental for viewer engagement. But what can make for a successful story in advertising?
In his seminal works, Lemon and Look Out books, Orlando Wood explains how the right brain sees the world as a whole by understanding the relationship between things and being responsible for broad attention. More specifically, the right brain responds to the living, the implicit connection between people, lived time, depth and perspective, melody but also metaphor and irony. Not only are these features more likely to entertain and lead to effective ads on the long term, as measured by System1’s Star Rating, but they are becoming less and less common. Instead, together with the growth of digitalisation, more recent years have seen the rise of left-brain advertising, characterised by functional and product-centric messaging. While these ads speak to consumers who already are in “buying mode”, leading to short-term sales, they do not move the needle in terms of long-term effectiveness.
To put a positive spin on this, we are dusting off a few favourites from our vault to show some of the different ways you can go to create captivating stories and hit all those right (brain) spots – no matter the category and the narrative structure you are aiming for!
New Stories, New Characters
Featured as one of the top performing brands in our Quick-service Restaurant report, McDonald’s tells an uplifting story of how a son realises that sometimes a little does mean a lot as he comes to value his mom’s gesture in “The Gift”. The audience is closely watching and relating to the key moments of the ad: the Happiness uplift as the son receives the car, the Sadness surge as others make fun of it, and the peak-end Happiness moment coinciding with the son’s appreciation of the gift.
The right brain features are key in guiding the viewers through this dynamic storyline. Character expressions are pivotal: we see uneasy reactions as the son is working his way through accepting the old car, in contrast with the mum’s hopefulness that her son will like it. The uncertainty on both sides fortunately turns into the appreciative looks and endearing dialogue at the end, portraying a heartfelt mother-son betweenness. Other features, like the hummable tune or the distinctive accents, contribute to the vivid and relatable “slice of life” feel. The ad heavily plays into the right brain’s disposal for empathy and ability to understand moral reasoning – a gamble which is rewarded with exceptional potential for engagement in the long term.
New Stories, Familiar Characters
Is a fuzzy and affectionate touch not suitable for your audience, brand or product? Not a problem! Our Greenprint research on how advertising can step up to the climate challenge suggests that stories are even effective at passing on rational messaging more so than abstract information or statistics. In their animated campaign, GWR show the Famous Five’s comfortable and speedy train journey to the seaside as their aunt and uncle struggle on the road. The juxtaposition between the luxurious and peaceful train ride and the turbulent car travel is hilarious, suggesting the green choice in an authentic way without scolding. There is a strong build in Happiness at the start, likely because the ad reprises the beloved Famous Five (characters who have been on different railway adventures for a few years now) followed by further uplifts that match the mishaps of the journey.
Why does this humorous narrative land successfully? Look no further than the benefits of appealing to the Right Brain. The characters’ vitality and feel-good energy is contagious, the music is cheerful and takes the rhythm of the misfortunes, and the warm hues and childhood places elicit nostalgia. All is crowned in one dynamic scene unfolding with progression. By exaggerating the couple’s inconveniences, the ad tends to the right brain’s predilection for humour. Although they are becoming more and more rare, humorous campaigns are more likely to drive large business effects and “Five Get There First” is no exception! It garners strong emotional engagement.
Familiar Stories, Familiar Characters
Perhaps you are not going for endearing or humorous moments, but more so for nostalgia? As detailed in our 6-year analysis on Super Bowl ads, Jeep’s “Groundhog Day” is a great inspiration for tapping into a cherished collective memory. Viewers respond immediately to the familiar setting and actors, with large surges of Positivity at the start. These reactions are supported by later upticks around the hilarious incidents: stealing he groundhog, driving with the groundhog, riding a bike with the groundhog (poor groundhog!)…
This ad demonstrates a plethora of right brain features that ensure its success. Leveraging other work, in this case a cult classic, entertains with a cultural reference point that feels familiar and accessible to viewers. Casting some of the original actors is also sure to stir up some of that nostalgia and bolster engagement, as a tribute to the right brain’s sensitivity to the passing of time. The Right Brain also likes the living – animals being no exception – which is why anthropomorphising the groundhog in adorable but amusing situations adds dimension to the story. The cherry on top is the conclusion that if Phil stole a Jeep, the Groundhog Day would be different each time. This is a clear and humorous inversion that plays to the right brain’s strength to digest irony and complex information. Unsurprisingly, this ad stands out with exceptional long-term sales potential.
What is the common ground?
Although being very structurally different, these ads have one thing in common: the story comes first while the product is only a catalyst. Crafting a compelling narrative and weaving in right brain features can bring you greater engagement, attention and larger business effects. However, this does not have to take away from the product, service or overall rational messaging – it can actually make them more memorable. Namely, all the above examples scored exceptionally in short-term sales potential and at least 90% of the audience recognised the brand in each case.
Want to find out more about how to hook your audience in the long-term and short-term? Check out our category reports for detailed insights about how to stand out against your competitors. Get in touch for pre-testing and guidance on how to make a 5-star campaign!