In the age of digital overload and instant content, brands are discovering something important: people don’t just want to see ads — they want to feel something. And the most impactful way to do that is through storytelling.
Recently, I conducted a research study to explore this idea further — to understand how storytelling in video advertisements affects consumer engagement and cultural connection, particularly within the Asian context. Through that process, I uncovered some compelling truths about how emotional narratives shape our perception of brands.
When Advertising Becomes Storytelling
Gone are the days when ads were simply about listing product features or showing off the latest offer. Today, the most memorable commercials are often the ones that feel more like short films. Think of advertisements from brands like Petronas, Thai Life Insurance, or Maxis. These companies don’t just sell products — they tell stories about family, sacrifice, national pride, and everyday kindness.
As part of my research, I conducted a survey to understand how people respond to emotionally driven video advertisements. The responses revealed a recurring pattern — viewers described feeling nostalgic, empathetic, and emotionally connected. What was most striking is that they remembered not just the ad, but the story it told. And through that story, the brand left a lasting impression.
It raises an interesting question:
Are we more likely to trust a brand because of what it offers, or because of how it makes us feel?
Emotions Drive Engagement
Emotional storytelling has a unique way of cutting through the noise. While many ads are quickly forgotten, stories that resonate on an emotional level stay with us. Research shows that emotionally engaging narratives can activate multiple areas of the brain — including those linked to memory and decision-making. This means that stories not only help us remember the ad but also influence how we perceive the brand (Huang, 2024; Mulligan, 2023).
For example, in Petronas’ “The Journey,” the emotional arc of a father returning home for a festive celebration taps into themes of family and togetherness. Similarly, Thai Life Insurance’s “Unsung Hero” showcases small acts of kindness that ripple into larger meaning — reminding viewers of the value of compassion. These are not just feel-good moments; they’re carefully crafted narratives that reflect deeply held values and experiences.
So, next time you find yourself drawn to an ad, ask yourself:
Is it the product you’re connecting with, or the emotion behind the story?
Culture Matters More Than We Think
Another key insight that emerged during this study was the strong link between emotional storytelling and cultural relevance. The most impactful ads weren’t just emotionally moving — they were culturally familiar.
In many Southeast Asian cultures, values like filial piety, family unity, and community support are deeply rooted. When these values are reflected in advertisements, viewers feel a stronger connection. For instance, scenes of preparing for a festive reunion, speaking in local dialects, or showcasing shared struggles all contribute to a sense of familiarity and trust.
This raises another question worth reflecting on:
Do we engage with ads more deeply when they reflect our own cultural values and life experiences?
The answer, based on the responses gathered, seems to be yes. Viewers reported feeling more emotionally affected by ads that mirrored their personal or cultural backgrounds. It made them feel understood — seen, even. And that’s something no flashy promotion or special discount can easily achieve.
The Stories We Remember
Think back to an ad that really stuck with you. Was it because of the product being sold, or was it the story it told? Chances are, it’s the latter.
There’s something uniquely memorable about a well-told story. It creates a connection between the viewer and the message — not by persuasion, but by empathy. It invites us into a shared experience.
This is why many viewers described emotional ads as “short films” rather than just advertisements. They go beyond selling. They mean something.
That meaning, it turns out, is powerful. It not only builds brand recall but can also foster long-term loyalty. When people trust how a brand makes them feel, they’re more likely to stick with it.
So, What Makes an Emotional Ad Work?
Based on the patterns in the research, here are a few key ingredients that make emotional storytelling in advertising so effective:
- A relatable story: One that mirrors real life and shared values.
- Cultural resonance: Familiar symbols, languages, or traditions that evoke a sense of belonging.
- Emotional layering: Joy, nostalgia, empathy — all these feelings make the story feel real and lasting.
- Simplicity and clarity: The best stories don’t need to be complicated. They just need to be honest.
And here’s the most important takeaway: it’s not about making people cry. It’s about helping them feel — and creating a space where they see themselves reflected.
Looking Ahead: Meaning Over Messaging
So, what does this mean for brands, marketers, or even content creators? It means storytelling isn’t just a creative choice — it’s a strategic one.
When done right, emotional storytelling can turn a passive viewer into an engaged audience, and an audience into loyal supporters. More importantly, it reminds us that advertising doesn’t have to be loud or aggressive to be effective. Sometimes, the quietest stories are the ones that stay with us the longest.
As a viewer, maybe it’s time to look at ads a little differently too. The next time an ad moves you, pause and ask yourself:
- What part of the story did I relate to?
- Did this remind me of someone or something from my life?
- How did this ad make me feel about the brand?
You might realize that storytelling isn’t just influencing what you buy — it’s shaping how you connect.
Final Thoughts
This research has shown me that effective advertising doesn’t have to scream for attention. Instead, it can simply tell a story — one that’s grounded in emotion, culture, and truth.
And maybe that’s why we trust the brands that make us cry. Because in those few minutes, they do something rare: they make us feel understood.
So whether you’re a creative, a business owner, or just someone who appreciates a good story — take this as a gentle reminder that storytelling still matters. In fact, it might just be the most powerful tool we have.