Everything is storytelling in marketing but sometimes marketers get sloppy with how they tell stories.

Instead of laying down the fundamental pieces of storytelling - the neglect too even consider it.

A commercial has the opportunity to change someone's emotional state in a positive way if you decide to do it with intention but a lot of the time it fails.

First off, the people in the commercial have to have some type of motive - sometype of desire they are seeking to fulfill - it needs a plot, a climax and stometype of ending.

But most importantly it needs to be something that is cared about and that is authentic. Stories that move people are stories that they care about.