Why Stories Sell Better Than Sex
Free breakdown of the stories behind the 12 greatest ads of all time
Setting the mood
The saying “sex sells” is older than anyone alive on the planet today. We can trace its roots all the way back to the 1870s, when Pearl Tobacco put a naked lady on their packaging. It worked, and they sold a lot of tobacco. But using sex appeal in marketing is nothing more than a cheap parlour trick. Sure it can grab someone’s attention, the same way bright lights and loud noises can. But what it can’t do, is change our behaviour. Putting a sexy lady on the packaging won't turn a non-smoker into a smoker.
If you want someone to do something they’ve never done before, you have to change who they are. If you want them to buy your stuff, they need to become the type of person who wants to buy your stuff. And there are only two things in this world that can change us like that.
One is experience. And the other is a damn good story.
Humans have been telling stories since - forever. We love them, and we’re all addicted to them in one way or another. Movies, tv shows, games, books, it doesn’t matter. It’s all story in the end. But we don’t just love them. The truth is, we need them.
Most people believe stories only have one purpose. To entertain us. But they have a much, much, bigger purpose. They give us a way to change not from our own experiences, but from someone else’s. Someone we’ve never even met. Someone who might not even exist.
This is the crowning jewel of our species. Our most valuable asset.
The goal of a good story is to change us. To make us let go of old beliefs, and give us brand new ones. That change is what makes a story valuable. That is what hooks us and makes it impossible to look away. Because it feels like we are learning something vital. That we are growing. That’s what great storytelling does.
Don’t believe me? Well, that’s okay. I brought proof.
I’m going to break down 12 of the greatest ads of all time. I’ll explain the “story” each ad is telling, and how they managed to change the beliefs of millions of people.
By the end, if you still believe stories are only for entertainment, then my condolences. It seems you are immune to the most powerful, and profoundly human thing that has ever, or will ever exist.
#1 - Apple’s “Think Different” Campaign
What it looked like
Apple’s “Think Different” campaign launched with a tv ad called “Here’s to the Crazy Ones.” It showed old footage of people, like Albert Einstein, Bob Dylan, and Martin Luther King Jr,. People who represented progress, innovation and most of all, rebellion. People who stood against the status quo, and changed the world.
The story it told
On the surface this looked like any other inspirational video. But beneath the surface, a story was being told that would turn Apple into one of the biggest companies on earth.
Apple understood that people wouldn’t buy from them without a good reason. To change their behaviour, they first had to change one of the most prolific beliefs in human history. That we need to fit in, and be like everybody else.
So they gave us proof that this belief is wrong. Only those brave enough to stand out and “think different” are capable of changing the world. Even the simple act of buying from an innovative company like Apple could make us special. And we bought it. Literally.
The crazy thing is this belief is still alive today, even though owning Apple products is now the new norm. People buy them to fit in, yet it still makes them feel special. That is the enduring power of a great story.
#2 - Nike’s “Just Do It” Campaign
What it looked like
The first tv ad for the “Just Do It” campaign was almost too simple. It showed an 80-year-old marathoner named Walt Stack, as he did one of his 17 mile morning runs. The message was clear. If he can do it, so can you.
The story it told
Nike understood that self doubt was the biggest barrier to people taking up exercise. Most people believed that they just couldn’t do it. Exercising is too hard. Since this is not the belief a company that sells sports shoes wants people to have, they set out to prove it wrong. If 80 year old Walt can do it, then anyone can. All it takes is to “Just Do It”.
This story worked so well, Nike adopted it as their official slogan. And these days people who’ve never exercised a day in their life buy nikes to walk around in. Even if they don’t “just do it”, a part of them still believes they could. That’s how deeply a story can affect us.
#3 - Dove’s “Real Beauty” Campaign
What it looked like
Dove’s “Real Beauty” campaign was a turning point in marketing’s history. It used research to show us that only 2% of women consider themselves beautiful. Then they showed the hair, makeup, and photoshop routine used to make their models “beautiful". Finally, they put up a series of billboards that showed real women in place of models.
The story it told
Dove understood that most of its audience didn’t believe they were beautiful. For a company that sells products to make people feel beautiful, you’d think they’d be happy with this belief. I mean, it’s kinda been the whole strategy behind selling beauty products. “Look how much more beautiful our models are than you. Don’t you wish you could look like this too? Well, good news, buy XYZ, and you can.”
But Dove knew women wouldn't buy their products if they didn’t believe it was actually possible for them to be beautiful. So they did something no one had ever done before. They gave the world proof that current beauty standards were wrong. They helped women all around the world believe they’re so much more beautiful than they thought. They repositioned themselves, not as a way to “fake beauty", but as a way to enhance "Real Beauty".
#4 - Metro Trains Melbourne’s “Dumb Ways to Die” Campaign
What it looked like
One of my personal favourites! The “Dumb Ways to Die” campaign started with a three-minute animated music video. It was about cute little cartoon characters dying in ridiculous and preventable ways. It was morbid, and hilarious. It ended with a few of the characters dying from doing dumb things around trains. Its message about train safety was loud and clear. Getting killed by a train would be a dumb way to die.
The story it told
The team behind this understood that most people didn’t take train safety seriously. So it showed us that if we actually got killed by a train, we’d be the ones that couldn't be taken seriously. It’s a great example of reversing a belief back on the believer. Kind of like playing an uno reverse card. They took what we believed about train safety (it's dumb), and made us believe we’re dumb for thinking that.
#5 - De Beers’ “A Diamond is Forever” Campaign
What it looked like
The message in the “A Diamond is Forever” campaign was simple enough. Using print and tv ads, they showed scenes of Hollywood style romance between couples. The role of the diamond was to show how timeless and everlasting their love was. It made it clear that no proposal was complete without a diamond engagement ring.
The story it told
What De Beers’ did with this campaign has to be one of the greatest feats of advertising in history. Before it, diamonds were just another gem stone, and not even the rarest, most valuable one. After it, diamonds and love became so entangled that they remain firmly together to this day. De Beers’ gave the entire world a new belief - that diamonds are a symbol of love. And if you don’t get one, then you're not loved.
#6 - Always’ “Like a Girl” Campaign
What it looked like
This video showed a mix of young kids and adults asked to do things such as running or throwing a punch “like a girl.” Every young boy, and every adult man and woman acted weak and fragile while doing it. Then they asked young girls to do the same things. The girls ran as hard as they could, and punched like they meant it. They showed strength, confidence, and an innocence that hits you right in the feels.
The story it told
This campaign chose to take on the stereotype that doing anything “like a girl” means doing it wrong. It suggests that this is only the case because people believe it’s true. The adult women all acted the same way as the boys and men. But the young girls didn't. They weren't conditioned by this belief yet, and when asked to do things "like a girl", they just did their best. It proves that the only thing standing in their way are the limiting beliefs we force on them. That there is nothing wrong about doing things “like a girl.”
#7 - Airbnb’s “Belong Anywhere” Global Campaign
What it looked like
This campaign launched with a series of videos, social media posts, and user stories. They showed real experiences of guests and hosts in airbnb’s around the world. The focus was on the instant connections people had with places and each other.
The story it told
Airbnb targeted a very rational belief. That you can’t belong somewhere you’ve never been before, with people you've never met before.. By showing real stories of connection, they gave us proof that belonging is only a feeling. A feeling we can have anytime, anywhere, and with anyone.
#8 - Duolingo’s The “Learn a Language in Your Lunch Break” Campaign
What it looked like
Duolingo’s mission was to make learning a language fun and easy, no matter how busy you are. Their campaign tapped into our desire to learn new things, without having to spend loads of time doing it.
The story it told
It’s fair to say most people believe learning a language takes huge amounts of time and effort. Duolingo set out to prove a very simple point. That anyone could learn a language, and in less time than it takes to eat lunch. By comparing it with something that already fits into our day, it makes it easier to believe it's possible. That learning a language could actually take up less time than we thought.
#9 - Cisco’s ‘There’s never been a better time’ Campaign
What it looked like
Cisco highlighted real stories from their customers and partners. The stories were all about how technology is transforming entire industries and countries. How it's bringing water to those who don’t have it, making jobs safer and cities smarter. Even how it's saving the lives of people and animals. The campaign was uplifting, and gave the audience a sense of relief. It was proof that good people are out there making the world a better place.
The story it told
Cisco challenges the belief that the future is dark. That things are moving in the wrong direction, and the future is something to fear. It shows us proof that people all over the world are making the world a better place right now. And it makes us believe we can too. Because ‘there’s never been a better time' than now.
#10 - Apple’s “Creativity Goes On” Campaign
What it looked like
Apple makes this list twice. It’s shown time and time again that it knows how to tell a good story. And its “Creativity Goes On” campaign is one of their best. It followed different people and their families stuck at home during the lockdowns. It showed them using Apple products to do all sorts of creative things. But most of all, it showed them connecting to each other over text and video.
The story it told
Apple tapped into the widespread belief at the time. That being stuck in lockdown meant we were all alone, and unable to do the things we loved most. It helped people believe that this wasn’t true, and that all we needed was a little help from technology. That we could keep learning and growing, and being with the people we love. That “Creativity Goes On”, no matter what’s happening in the world around us.
#11 - Old Spice’s "The Man Your Man Can Smell Like" Campaign
What it looked like
This ad belongs in the marketing hall of fame. The short video showed a handsome character known as “Old Spice Man,” speaking to all the ladies. He's an over-the-top caricature of an “ideal man.” Shirtless, confident, and doing things like riding a horse with a handful of diamonds. It’s hilarious and holds the audience’s attention in a way most ads could only dream of. He delivers his iconic lines in a smooth, and smug voice - “Hello ladies. Look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me. But if he stopped using lady scented body wash and switched to Old Spice, he could smell like he’s me.”
The story it told
This campaign is brilliant on so many levels. At first glance, it seems like it’s making fun of the “everyday man.” Old Spice Man is there to prove just how far away we are from being the man of our lady’s dreams. But because he's so ridiculously over the top, it’s actually the opposite. He's making fun of the false belief most men have about what their lady wants. The "ideal man" that lavishes her with expensive gifts. By making fun of it, it diminishes this belief. It makes it easier to accept that something as simple as a nice smelling body wash is all it takes. That trying to be perfect would only make us look ridiculous, like Old Spice Man. Not just In our eyes, but in our lady's eyes too.
#12 - Dollar Shave Club’s “Our Blades are F***ing Great” campaign
What it looked like
I stumbled across this one while putting this list together, and I couldn’t resist including it. It’s a hot mess of a video. It stars the company’s founder as he stumbles through a chaotic ad about how his razor blade are f***ing great.
The story it told
This story is special, because it doesn’t try to change a belief about the razor blades themselves. Instead, it changes our belief about the brand. A cheap subscription service is one of the most boring business models on the planet. It's far from a cool, trendy company people would want to talk about. So the Dollar Shave Club put out an ad to prove the world wrong. That it’s not some boring business. It’s F***ing great. And damn, did they pull it off. It showed us that what makes a company great is not the brick and mortar it’s built with. It’s not the business model, or any fancy office. It’s the people, and the heart and soul they bring to it. The Dollar Shave Club is f***ing great because the team behind it is. And if there’s one lesson in this breakdown to take home, this is it. Let the people behind the brand shine through. They are, and always will be, the most valuable asset a brand has.
Putting a bow on it
So, what do you think? Do stories sell better than sex? Would Apple be the tech giant it is today if it just put some sexy models on its packaging and called it a day?
Didn't think so.
If you want to change a person’s behaviour, you must first change their beliefs. And there are only two ways to do that. Give them a new experience, or tell them a damn good story.