The Power of Storytelling: Origins and Values
When telling a story for your brand, it is not only a matter of creating a thrilling tale full of adventures and conflict. You also have to give your point of view on the world, explaining and defending your values. In this way, through the conflict that lives in your characters, the audience is going to engage with your story and will understand and accept your values much better than in just an ex cathedra presentation.
For example: Galbani. https://youtu.be/nELhtpUzaoc
Here, in this 30 second video, the retro look is very calculated and precise-- it’s used to emulate a black and white Fellini, a strong reference to the legacy of the film La Dolce Vita. The famous cheese brand paints a portrait of the Italian people. We see people loving each other, arguing with each other, breaking plates, and kissing. The voiceover makes apt commentary and tells us the values of their lives. Italians love, live, argue-- they do everything “too much.” It’s a bumpy, conflicting image. Broken plates followed by a passionate kiss is a magnificent summary of what life is: a permanent conflict. The final word of the commercial -- which is also the final word of the story -- does not leave us with a single doubt about the values that Galbani wishes to communicate: Can we have too much life? It is a rhetorical question which implies the answer. It invites the audience to participate even though they subconsciously already know. Of course not! We cannot have too much life. The message is totally committed to the side of the Italians. The strength is in the evidence.
The final scene portrays a smiling child who proudly proclaims his name to the world: “I am Edigio Galbani and the Italians have inspired me for 130 years!” This affirmation is a punch. He is saying, “I am who I am and I am proud of it! If that bothers you, I don’t care!”
And voila! This is how Galbani, caught in a scandal about contaminated mozzarella, in a moment where European sanctions have tarnished their image, faces their situation head-on. It’s a very good example of storytelling where even the subtlest conflict engages the viewer and where the affirmation of one’s identity is a strength.