Ads that make you cry and why that matters.

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This article was originally published on MMI Agency’s blog. The read the entire article, click here

You’re sitting at your desk checking emails when your friend sends you a seemingly innocuous YouTube link followed by a crying emoji. You take a sip from your coffee mug, glance around to make sure no one is looking, and click play.

In the course of ninety seconds, you are transformed from a slick, confident business person to a weeping infant who would rather be in the fetal position under your desk than sitting behind it. You try to hold it together, but it’s too late. You know that Judy from Accounting has heard you sniffling and the charade is over. You can’t hide it anymore: an ad just made you cry.

Click here to read the full article. 

FOUR WAYS TO TELL BETTER STORIES

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This article originally appeared on MMI Agency’s blog. Read more here.

In the ad world, it seems we are all about storytelling these days. Everyone is talking about it—and for good reasons. Stories are entertaining, engaging, and valuable. When told well, they create meaningful connections between brands and consumers that move consumers emotionally, and generate conversations that can boost a brand’s visibility, cache and credibility.

Brands do this all the time. Think about Dove’s stories about women discovering their true beauty, or Nike’s compelling narratives about driven athletes who wear its apparel. Chipotle hit a home run with its short film that told the story of a scarecrow as dedicated to healthy, fresh ingredients as the restaurant brand.

Good storytelling takes skill, no question. However, not everyone in our industry has an English degree, studied psychology, or has been the beneficiary (or victim) of a storytelling workshop. But you don’t need those—or a Pulitzer Prize in literature—to be a compelling storyteller (although, it wouldn’t hurt).

So how do we hone our storytelling craft? With training and practice. Before you start telling yourself, “not for me,” consider these four easy ways to become a better storyteller…

Storytelling is a piece of work.

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Another day, another item checked off my bucket list. Recently I got the chance to write a children’s book for one of our clients at MMI Agency: Dentistry for Children. To help educate children about oral hygiene, MMI developed a books series for Dentistry For Children featuring a lovable character, Luna the Tooth Fairy. For the third book in the series, I got to throw my hat in by developing a new storyline incorporating Luna and her friends, Lionel and Libby.

The story focuses on a major tooth crisis: the moon, which gets its glow from the shiny teeth collected by Tooth Fairies, is losing it’s brightness. Luna needs to tell kids about dental hygiene, and asks Lionel and Libby to help her.

The following are excerpts from the 15-page fully illustrated book (feel free to read the whole thing):

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