You hear a lot, from clients, from the trade press, from cliche slingers about the importance of story-telling in advertising. Then the time comes to tell a story and you start hearing things like, "nobody reads," "too many words," "who cares." As an existentialist might say, 'there's a subject-object chasm.' Or some such.
I just came upon this piece from Scotland that is wonderful. It's all about the product. All about the brand. All about their tagline. And a wonderful, watchable, shareable story.
I don't say this often, but I wish I had done it.
Take a look at it here. http://www.youtube.com/watch?v=J7lnnZiORpk
Normally, I'd upload the video, but I'm working on a fuhkaktah freelancer's mac and I can't.