LAST week, I bumped into an old advert on social media that left a lasting impression in me.
It was a commercial for a local traditional brew, one that had clearly been produced many years ago.
Yet, despite its age, it was captivating — simple, authentic, and powerful. The storyline revolved around an old man in rural Zimbabwe, spending a sunny afternoon with his peers.
As they sat chatting and laughing, thirst began to creep in. The old man then rose, walked towards a nearby dusty road, and “listened” carefully to the distance.
With a faint smile, he turned to his friends and declared that the beer delivery truck was on its way. Moments later, the truck appeared, prompting wild cheers from the group.
The old man, neatly dressed and full of dignity, walked to the counter, bought two bottles of his favourite brew and returned to enjoy them with his friends.
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The moment the men took their first sips, their faces lit up with pure satisfaction. You could almost taste the beer through the screen.
By merely watching them, you felt a craving — the desire to be part of that joyous, authentic moment.
That advert reminded me of a timeless truth: the real power of an advert lies in its storyline.
Great advertising is not just about the product; it is about the emotions it stirs, the memories it awakens and the connections it builds. It is about the story that gives life and meaning to the brand.
In the age of high-definition visuals, celebrity endorsements and multimillion-dollar budgets, many advertisers have lost sight of this fundamental principle.
They focus on aesthetics and slogans but neglect the soul of communication — the narrative.
Yet, the adverts that stand the test of time are not necessarily the ones with the biggest production budgets, but those with the most memorable stories.
The old beer commercial succeeded because it told a deeply relatable story.
It captured rural life with honesty and warmth. It evoked nostalgia, reminding many viewers of their parents or grandparents — those humble, communal gatherings where friendship and laughter flowed freely.
The storyline celebrated not just a beverage but a lifestyle, a culture, a sense of belonging.
Humans are natural storytellers. From the days of our ancestors sitting around the fire, stories have been our most powerful tool for sharing values, ideas and emotions.
Modern advertisers, who understand this human instinct, create campaigns that stick in people’s minds.
Consider some of the world’s most iconic adverts — whether it is Coca-Cola’s “Share a Coke,” Nike’s “Just Do It,” or Nando’s witty social commentaries. What they all have in common is not the product itself, but a compelling story that people can relate to.
A strong storyline gives an advert emotional depth. It transforms a brand from something people buy into, something they believe in.
A story engages both the mind and the heart, bridging the gap between commercial intent and emotional experience.
For instance, when an advert shows an elderly man waiting patiently for his grandchildren to visit or a mother working hard to provide for her family, it taps into universal emotions — love, hope, pride, nostalgia.
These emotions are far more persuasive than any sales pitch.
In the case of the traditional brew advert, the storyline cleverly used anticipation, joy and community spirit to sell the product.
The sight of old men rejoicing over a cold beer after a long day was more than entertainment — it was storytelling at its best.
It celebrated togetherness, loyalty to tradition and the simple pleasures of life.
Without uttering many words, it said everything about the brand’s identity and the values it represents.
Modern advertisers can learn a lot from such simplicity.
Instead of overwhelming audiences with fast cuts, flashy graphics or technical jargon, they should focus on authentic storytelling — real people, real emotions, real experiences.
An advert should answer a simple question: What story are we telling and why should people care?
A powerful storyline also makes an advert memorable. Viewers may forget the tagline or the price, but they will always remember how the advert made them feel.
That emotional connection is what drives loyalty. It is why, decades later, we still remember old classic adverts. Most of these adverts were not just selling products; they were selling a story — one that mirrored people’s lives and aspirations.
In conclusion, an advert without a story is like a song without rhythm — it may have sound, but it lacks a soul.
A compelling storyline gives meaning to the message and transforms mere promotion into persuasion.
The old beer advert I watched last week is proof that you do not need fancy effects or famous faces to make an impact.
All you need is a story that speaks to the heart. Because at the end of the day, while products may quench thirst, stories quench the soul.