Great storytelling is one of the most powerful tools in advertising. A compelling story touches emotions, stays in people’s minds, and creates a deep connection with the brand. In this article, you’ll discover 16 outstanding storytelling examples that show how brands evoke emotions and leave a lasting impression.
Storytelling examples are highly sought after in the marketing world because they show how brands can deliver their messages in an emotional and engaging way. To create successful brand storytelling, keep the following principles in mind:
- The story should be emotionally engaging and authentic
- Visuals, editing, and sound need to work together seamlessly
- A clear narrative arc with a surprising twist keeps the audience hooked
- A hero or main character the audience can relate to is essential
- The brand benefits positively and memorably from the story
Many brands struggle with this — but the following storytelling examples show how to get it right.
Johnnie Walker: Dear Brother
A classic example of emotional storytelling. Two brothers, a meaningful journey, and an unexpected twist make this spot unforgettable.
Apple: Rick’s Rescue
Apple is known for setting the bar in brand storytelling. Here, a rescue mission is portrayed in a gripping and emotional way.
eBay: Thank You — Wheel & Sprocket
This storytelling example shows how eBay shines a spotlight on small businesses and conveys heartfelt gratitude.
British Airways: India — A Ticket to Visit Mum
A touching example that shows how storytelling can bridge distances between people and cultures.
Geobrugg: Rockfall World Record 2025
A thrilling example that communicates innovation and safety in an entertaining way.
IKEA: Harry Love’s Records. Make Room for Your Life
This example shows how IKEA makes space for memories and passions — a spot full of heart.
WestJet: Christmas Miracle — real-time giving
A perfect example of emotional holiday storytelling, combining surprise, joy, and generosity.
Red Bull: Supersonic Freefall
Pure adrenaline — this storytelling example shows how Red Bull excites audiences with spectacular visuals and an incredible story.
Dove – Mission: Care
Dove focuses on emotional stories about family and care — a great example of moving storytelling.
Mercedes-Benz: The Journey
Mercedes tells a story of discovery and adventure — a storytelling example that perfectly matches the brand’s values.
Badrutt’s Palace Hotel St. Moritz: A Palace Story
Luxury, tradition, and emotion — this storytelling example elegantly combines all three.
Guinness: Wheelchair Basketball
A powerful example of inclusive storytelling — gripping, authentic, and deeply impactful.
Nike: Dream Crazy
Nike’s “Dream Crazy” campaign, featuring Colin Kaepernick, is a bold and inspiring example of brand storytelling. The ad encourages viewers to pursue their dreams, no matter how unattainable they may seem, aligning with Nike’s “Just Do It” ethos.
Budweiser: Puppy Love
Budweiser’s “Puppy Love” Super Bowl commercial tells a heartwarming story of friendship between a puppy and a Clydesdale horse, showcasing the brand’s ability to evoke strong emotions through storytelling.
Procter & Gamble: Thank You, Mom
P&G’s “Thank You, Mom” campaign pays tribute to mothers of athletes, highlighting their support and sacrifices. The emotional narrative resonates with audiences worldwide, reinforcing P&G’s commitment to family values.
Airbnb: Belong Anywhere
Airbnb’s “Belong Anywhere” campaign emphasizes the idea of home and belonging, showcasing diverse stories of hosts and guests. The narrative reinforces Airbnb’s mission to create a world where anyone can feel at home anywhere.
These storytelling examples show how brands can deliver emotional and memorable messages. Use these as inspiration to craft your own storytelling strategies and captivate your audience!
Recommended Books on Storytelling
- Unleash the Power of Storytelling by Rob Biesenbach
- The Science of Storytelling by Will Storr
- Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business by Kindra Hall
- Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller
These books offer valuable insights and even more storytelling examples to help you master the art of brand storytelling.
