Want to Get Customers' Attention? Tell Them a Great Story.

In our 'Creative Conversations in Advertising' series, award-winning creative director Josh DiMarcantonio and Entrepreneur magazine Editor in Chief discuss the power of storytelling.

learn more about Entrepreneur Staff

By Entrepreneur Staff

If you want to make an impact, you have to be willing to take a big swing — even if it gives your lawyer a heart attack.

So saysJosh DiMarcantonio, 18-time Cannes Lions award-winning creative director. In 2014, DiMarcantonio was on the creative team that launched Taco Bell's new breakfast menu by featuring real people named Ronald McDonald happily digging into Crunchwraps. "At the time, Taco Bell was not doing 'flashy' kind of advertising — nothing that was narrative in nature," he told Entrepreneur magazine's Editor in Chief Jason Feifer. "We really pushed them to expand to ads that didn't focus entirely on the food and more about the brand."

The lawyers were nervous about how McDonald's would react, but the risk paid off. Not only was the clever ad a hit with customers, but it also garnered multiple awards at the prestigious Cannes Lions International Festival of Creativity. DiMarcantonio credits its impact on storytelling. "Stories are what people ultimately have in their minds when they think of a brand," he says. People might already know what the product you're selling is and what it does, he says, but it is the way you deliver your message that leaves a lasting impression. "You want to leave them with a feeling they associate with the brand — that's what forms a deeper relationship and keeps them coming back."

Watch the entire video for more great insights and conversation about crafting content that forms deep and lasting connections between consumers and brands.

Entrepreneur Staff

Entrepreneur Staff

Editor

Related Topics

More from Creative Conversations in Advertising

The Man Behind the Viral Horse Drawing Meme Talks Advertising

Need to Revamp Your Brand's Messaging? Look at What's Trending

How a Throwaway Joke Became an Award-Winning Ad Campaign

The Key to Effectively Communicating Important Messages Is All About Simplicity

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

American Airlines Sued After Teen Dies of Heart Attack Onboard Flight to Miami

Kevin Greenridge was traveling from Honduras to Miami on June 4, 2022, on AA Flight 614 when he went into cardiac arrest and became unconscious mid-flight.

Leadership

How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Career

6 Tips for Building a Business Growth Mindset in Adolescents

Here are a few tips for nurturing entrepreneurial and growth mindsets in adolescents.

Business News

Would You Buy Maggie Murdaugh's Monogrammed Snake Print Pillows? Items From the Murdaugh Family Home Are Going Up for Auction

The sale comes just weeks after Alex Murdaugh was sentenced to two consecutive life terms for the June 2021 murders of his wife, Maggie Murdaugh, and son Paul Murdaugh.

Leadership

5 Winning Habits That Will Transform Your Leadership Skills

Ready to take your leadership skills to the next level? Discover the five winning habits that will transform you into an exceptional leader!