People don’t hate ads. They hate feeling like they’re being sold to. And in a world where consumers are bombarded with thousands of messages daily, they’ve developed a sixth sense for inauthenticity. They can sniff out a hard sell before you even get to the tagline.

So how to make sure your brand keeps people watching?

1. People Connect with People, Not Products

The best brand campaigns don’t start with “Introducing our latest feature!” They start with a person, a struggle, or a moment that resonates. Apple’s ads don’t just push specs; they show how their devices fit into real, human lives. Nike doesn’t sell shoes; they sell grit, determination, and victory.

Instead of making your brand the hero, let real people take the spotlight. Create characters that feel authentic – flawed, relatable, real. If your brand is all product and no personality, you’re just another forgettable ad.

2. Storytelling Engages. Selling Disrupts.

Think about the last time you got completely lost in a story – maybe a movie, a book, or even a well-crafted Instagram post. Stories have a way of pulling us in because they tap into emotion. Selling, on the other hand, often disrupts that experience.

Instead of forcing your product into the spotlight, build a narrative around it. Show how it fits into real life. Make people feel something first – laughter, nostalgia, curiosity.

3. Emotion Sells Better Than Logic

You’d think facts and figures would be the best way to convince someone to buy. But studies show that decisions are driven by emotion first, then justified with logic. People don’t buy what you’re selling – they buy why it matters to them.

Instead of listing features, show how your product fits into a larger emotional experience. A great story makes people feel before they even think about buying.

4. Nobody Likes Feeling Manipulated

Have you clicked on a video thinking it was a great story, only for it to turn into a painfully obvious sales pitch? That’s the fastest way to lose trust.

When you disguise an ad as a story, your audience feels tricked. And once that trust is gone, good luck winning them back. Instead, be upfront. Tell a great story, and if your product naturally fits into it, even better.

6. Selling Is About You. Storytelling Is About Them.

The audience doesn’t care about you – they care about how you fit into their lives.

Shift the perspective. Instead of “We’ve been in business for 10 years,” try “For 10 years, we’ve helped people like you…” Make the customer the protagonist, not your brand.

The brands that win aren’t the ones shouting the loudest; they’re the ones telling the best stories.

So, what’s yours?

Your audience has in-jokes, references, and ways of seeing the world. When a film mirrors that—without pandering—it earns attention.