Every good ad should tell a story. Think Don Draper’s pitch for the Kodak Carousel. His story was emotive and compelling. Not all products are as visually stunning as a photo, but each product has a story and that story needs to grab the consumer and hold on, even if it’s just for a few seconds. The storytelling block opens the book on why telling your client’s story is perhaps the most important part of a campaign, and how you can best get the story out there in a way that stands out.