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.

By Mackenzie Truman

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.

Mackenzie Truman

Entrepreneur Staff

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

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

Leadership

Lead From the Top: 5 Core Responsibilities of a CEO

Knowing exactly what the chief executive's role entails is critical for steering a company to success.

Side Hustle

This Couple Started a Side Hustle to Improve a 'Terribly Made' Bathroom Essential. Now the Business Earns More Than $3 Million a Year.

Michael Fine and Lisa Schulner-Fine launched lifestyle brand Quiet Town in 2016 and have been growing it ever since.

Social Media

Learn How to Become a Successful Online Content Creator for Only $35

Discover ways to use AI to make viral videos, a successful blog and more, plus the principles behind freelancer and entrepreneur success.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Leadership

I've Seen 25 Years of Change in My Career — These 3 Lessons Every Business Owner Should Know

The business world moves fast, and you're already behind if you're not keeping up!

Business News

Want to Be the Next CEO of Jack in the Box? You Have to Be Really Good at Fortnite.

The fast food giant and Fortnite have a simple question: Do you have what it takes to be Jack in the Box's next CEO?