4 storytelling trends that are revitalizing marketing

A shoemaker’s free footwear for poor kids. Movies about a Rust Belt town. And a George Clooney ‘wedding’ video. A Norwegian marketer talks trends.

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A blonde wakes up in a hotel bed—hung over, maybe?—and realizes she’s wearing a ring with a fat diamond on it.

What’s going on here!? She looks around at the mess—a man’s shoes, a room service cart, and … a wedding dress?

A man emerges from the bathroom. Her new husband: George Clooney.

The video for a Norwegian bank spins a fantasy yarn (if Clooney’s your cup of tea). Let’s be honest, the kicker is a stretch: “Some people are lucky in life. For others, it’s kind of smart to save.”

But the video sparked a major change for the company and its image across Norway, says Arnt Eriksen, chief innovation officer at DDB.

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