Why a good story always works
Yes, we’re in the 21st century, it is an online video and it contains some pretty hi-tech material, but the main reasons why this movie works so well are old, very old. Centuries, ages old, to be more precise.
It’s a story, and a pretty good one too.
It contains all the ingredients of a classic tale, just like the Odyssee:
- a conflict: Philips light versus the sun
- a message: our light really works
- heroes: Philips people and the rooster
- and a plot: people setting out to test their latest product
Stories and identity
We humans are hardwired to like stories: we live with them, and through them, every single day. Just think about the millions of people who watch soap operas, movies, tv series every day. And the things you tell other people when you meet them. Even a joke is a story. We can’t live without them.
That is because they are part of our (search for) identity.
If storytelling is applied well, like in this video (the montage and tempo are brilliant, so the story is very well-told) it conveys a message in a clear and engaging way that sticks: you’ll remember Philips in a fun, fond way as an innovative company that is committed to making products that really work.
Stories help people identify
Moreover, this way of telling a story makes the message very credible and chances are people will have no trouble identifying themselves with the story, the product and the brand.
You don’t even need a video to do this. It works very well on paper too.
I don’t see any reason why these principles would not apply to b2b marketing. After all, we’re still humans talking to humans.
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