{"id":70144,"date":"2017-02-27T09:17:14","date_gmt":"2017-02-27T09:17:14","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/one-found-best-storytellers\/"},"modified":"2025-03-07T17:21:47","modified_gmt":"2025-03-07T17:21:47","slug":"one-found-best-storytellers","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/","title":{"rendered":"The one where we found the best storytellers"},"content":{"rendered":"

\"\"
\nWho\u2019s making us laugh? Who\u2019s making us cry? Who\u2019s making us do stuff? Stratton Craig investigates the best storytelling brands who\u2019ve got us gripped on the first page: their advert.
\nThe one where everyone cried<\/strong>
\nTwo words: John Lewis. They\u2019ve got this storytelling thing down to a tee. Everyone has their favourite John Lewis Christmas advert\u2013 and they\u2019ve already got \u2018the one with the\u2026\u2019 status. Insert snowman at the end of that phrase, and everyone will croon \u2018awww\u2019. Stories aren\u2019t just for Christmas though – remember when they showed the little girl growing up to She\u2019s Always a Woman by Billy Joel? This one had us purring too, probably because we all felt like we were that little girl in the red dress, crawling through the pop-up tunnel and having a cheeky teenage kiss in a corridor. It might sound sickeningly sentimental, but it turns out we love all that stuff with 100,000 of us tuning into YouTube to give it a watch (again).
\nThe one where everyone laughed<\/strong>
\nLet\u2019s give Pot Noodle a round of applause. They\u2019ve really made us laugh this year with their \u2018You Can Make It\u2019 advert thanks to the great twist in the plot. Just when you think the young lad is gearing up to join the military, he makes it to Vegas to show off the scoring placard in a wrestling match, wearing nothing but skimpy emerald Lycra pants and crop top. If this one doesn\u2019t have you smirking, it\u2019s probably because we\u2019ve just told you the punchline, sorry.
\nThe one that everyone remembers<\/strong>
\nRemember Adam and Jane? No, we don\u2019t either. But do you remember the couple from the BT advert with the guy who played Colin from Love Actually? You might also remember him from My Family\u2026 There you are. We watched these two grow up, get married and have kids over 40 ads from 2005 to 2011, and we were hooked. It was like watching a soap on telly, and it didn\u2019t feel like an \u2018I\u2019m going to sell you something now\u2019 advert.
\nThe one that got us involved<\/strong>
\nPop into your local Tesco\u2019s and you\u2019ll find some recipe cards with titles \u2018Anna\u2019s \u2018Magnifique\u2019 Coq au Vin\u2019 and \u2018Jimmy\u2019s steak for two\u2019. If you see them on telly creating a dish, you pick up the card and make it yourself. It\u2019s a bit like how your neighbour would give you their to-die-for blueberry muffin recipe on the back of an old envelope \u2013 something we can all relate to. And Tesco has stolen the age-old tradition right from under our noses.
\nThe one that had us gripped<\/strong>
\nHalfords\u2019 big \u2018For Life\u2019s Journeys\u2019 campaign is well worth a read (sorry, watch). In 30 seconds, you watch a family or group of friends take a road trip in great detail and all sped up. It\u2019s surprisingly easy to keep up, and they\u2019re full of witty anecdotes, like losing the instructions for putting up the tent – classic.
\nStorytelling is more than just a buzzword, it\u2019s psychology for how we see the world and it\u2019s vital for successful communication. Have a read of this<\/a> to find out more about how you can use storytelling to win over your customers.<\/p>\n","protected":false},"excerpt":{"rendered":"

Who\u2019s making us laugh? Who\u2019s making us cry? Who\u2019s making us do stuff? Stratton Craig investigates the best storytelling brands who\u2019ve got us gripped on the first page: their advert. The one where everyone cried Two words: John Lewis. They\u2019ve got this storytelling thing down to a tee. Everyone has their favourite John Lewis Christmas […]<\/p>\n","protected":false},"author":2,"featured_media":56606,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,448,438],"tags":[571,486],"class_list":["post-70144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy-us","category-digital-copywriting-us","category-retail-copywriting-us","tag-brand-advertising-us","tag-storytelling-us"],"acf":[],"yoast_head":"\nThe one where we found the best storytellers - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The one where we found the best storytellers - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Who\u2019s making us laugh? Who\u2019s making us cry? Who\u2019s making us do stuff? Stratton Craig investigates the best storytelling brands who\u2019ve got us gripped on the first page: their advert. The one where everyone cried Two words: John Lewis. They\u2019ve got this storytelling thing down to a tee. Everyone has their favourite John Lewis Christmas […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-27T09:17:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-07T17:21:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2017\/02\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"733\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Anna Fozzard\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anna Fozzard\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/\"},\"author\":{\"name\":\"Anna Fozzard\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/1aa499016d8e89b274c832b5c5fdfffd\"},\"headline\":\"The one where we found the best storytellers\",\"datePublished\":\"2017-02-27T09:17:14+00:00\",\"dateModified\":\"2025-03-07T17:21:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/\"},\"wordCount\":563,\"image\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2017\\\/02\\\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg\",\"keywords\":[\"brand advertising\",\"storytelling\"],\"articleSection\":[\"Content strategy\",\"Digital copywriting\",\"Retail copywriting\"],\"inLanguage\":\"us-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/\",\"name\":\"The one where we found the best storytellers - Stratton Craig - Global Copywriting & Content Marketing Agency\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2017\\\/02\\\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg\",\"datePublished\":\"2017-02-27T09:17:14+00:00\",\"dateModified\":\"2025-03-07T17:21:47+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/1aa499016d8e89b274c832b5c5fdfffd\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/#breadcrumb\"},\"inLanguage\":\"us-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"us-US\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2017\\\/02\\\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg\",\"contentUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2017\\\/02\\\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg\",\"width\":2000,\"height\":733,\"caption\":\"Photo by David Kennedy on Unsplash\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/one-found-best-storytellers\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The one where we found the best storytellers\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\",\"name\":\"Stratton Craig - Global Copywriting & Content Marketing Agency\",\"description\":\"Written Communication\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"us-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/1aa499016d8e89b274c832b5c5fdfffd\",\"name\":\"Anna Fozzard\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"us-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g\",\"caption\":\"Anna Fozzard\"},\"sameAs\":[\"dan@dcoed.com\"],\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/author\\\/anna-fozzard\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The one where we found the best storytellers - Stratton Craig - Global Copywriting & Content Marketing Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/","og_locale":"en_US","og_type":"article","og_title":"The one where we found the best storytellers - Stratton Craig - Global Copywriting & Content Marketing Agency","og_description":"Who\u2019s making us laugh? Who\u2019s making us cry? Who\u2019s making us do stuff? Stratton Craig investigates the best storytelling brands who\u2019ve got us gripped on the first page: their advert. The one where everyone cried Two words: John Lewis. They\u2019ve got this storytelling thing down to a tee. Everyone has their favourite John Lewis Christmas […]","og_url":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/","og_site_name":"Stratton Craig - Global Copywriting & Content Marketing Agency","article_published_time":"2017-02-27T09:17:14+00:00","article_modified_time":"2025-03-07T17:21:47+00:00","og_image":[{"width":2000,"height":733,"url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2017\/02\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg","type":"image\/jpeg"}],"author":"Anna Fozzard","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Anna Fozzard","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/#article","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/"},"author":{"name":"Anna Fozzard","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/1aa499016d8e89b274c832b5c5fdfffd"},"headline":"The one where we found the best storytellers","datePublished":"2017-02-27T09:17:14+00:00","dateModified":"2025-03-07T17:21:47+00:00","mainEntityOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/"},"wordCount":563,"image":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2017\/02\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg","keywords":["brand advertising","storytelling"],"articleSection":["Content strategy","Digital copywriting","Retail copywriting"],"inLanguage":"us-US"},{"@type":"WebPage","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/","url":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/","name":"The one where we found the best storytellers - Stratton Craig - Global Copywriting & Content Marketing Agency","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/#primaryimage"},"image":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2017\/02\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg","datePublished":"2017-02-27T09:17:14+00:00","dateModified":"2025-03-07T17:21:47+00:00","author":{"@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/1aa499016d8e89b274c832b5c5fdfffd"},"breadcrumb":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/#breadcrumb"},"inLanguage":"us-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/"]}]},{"@type":"ImageObject","inLanguage":"us-US","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/#primaryimage","url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2017\/02\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg","contentUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2017\/02\/david-kennedy-_bk8guy5W-Q-unsplash-1-1.jpg","width":2000,"height":733,"caption":"Photo by David Kennedy on Unsplash"},{"@type":"BreadcrumbList","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/one-found-best-storytellers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.strattoncraig.com\/us\/"},{"@type":"ListItem","position":2,"name":"The one where we found the best storytellers"}]},{"@type":"WebSite","@id":"https:\/\/www.strattoncraig.com\/us\/#website","url":"https:\/\/www.strattoncraig.com\/us\/","name":"Stratton Craig - Global Copywriting & Content Marketing Agency","description":"Written Communication","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.strattoncraig.com\/us\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"us-US"},{"@type":"Person","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/1aa499016d8e89b274c832b5c5fdfffd","name":"Anna Fozzard","image":{"@type":"ImageObject","inLanguage":"us-US","@id":"https:\/\/secure.gravatar.com\/avatar\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/55b42191d351ce473f5fececb8547ec9f7922f6dc3a1938e6807ecbed984adb6?s=96&d=mm&r=g","caption":"Anna Fozzard"},"sameAs":["dan@dcoed.com"],"url":"https:\/\/www.strattoncraig.com\/us\/insight\/author\/anna-fozzard\/"}]}},"_links":{"self":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/comments?post=70144"}],"version-history":[{"count":1,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70144\/revisions"}],"predecessor-version":[{"id":70952,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70144\/revisions\/70952"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/media\/56606"}],"wp:attachment":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/media?parent=70144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/categories?post=70144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/tags?post=70144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}