Big and small companies alike use storytelling all the time to promote their products. Stories are more efficient at promotion than just stating dry facts because they provide context to situations or problems that people can relate to and connect with. Storytelling in ad campaigns is simply telling a story in such a way to highlight a product to consumers.
All stories follow a linear format in composition. The construct is formulated for context, content and quick resolve. In contrast to traditional storytelling, an ad campaign must establish its exposition, inciting incident, rising action, and climax rather quickly in order to deliver a provoking resolution. According to the video, there are two equivalent paradigms (scenarios) that invoke the best strategy to pursue. First is reality, the next is anticipated perception, or in the words of the commentator, what is; and what could be. You tie those concepts together, and then you have a theme (core message) for your marketing campaign.
While there’s a lot you can do with a story, all great storytelling experiences have a few criteria in common. Well-crafted stories entertain, educate, and are memorable; Simply stated, good stories always have a character, a conflict, and a resolution. The character in the story is the link between the brand/product and the audience. The conflict is the challenge the storyteller wants to resolve for the audience. And of course, the resolution is the conclusion of the story, which ideally stimulates the audience to take some form of action (a call-to-action).