Google had one one of the best ads this Super Bowl- and it cost next to nothing to produce. The beauty of the ad was telling a love story in words- and in a way that shows the power of Google's search (and works for football fans!)

More and more, I believe "story" is one of the most effective marketing tools we have. While it's not always easy to tell a compelling story, when it works, people are engaged, immersing themselves in the story, and most importantly - connecting - on a personal and emotional level. And that kind of connection is priceless.

Many years ago, a study by OgilvyOne found that as much as 66% of brand preference is driven by emotional elements. So why is it that so many other Superbowl ads just tried to be clever or catch our attention. No one is complaining about the Danika Patrick commercial, wait... I mean the Go Daddy commercial... or what was it she was selling again?

The point is stories emotionally connect and resonate with consumers in a meangful and memorable way. It's just like the late great Don Hewitt (producer of CBS 60 Minutes) always said: "Tell me a story." 

This is an exceptionally well-crafted story that puts into practice several key marketing principles. Watch now and see if you spot 'em.

Here's a few:

1) The "walk" metaphor - It's part of the family name, the brand, the story, and is brought to life as the crux of the action in the rolling hills of Scotland. 

2) The brand execution - From the top hat to the tilted label to the square bottle, all the visual elements come together to create a unique position in people's minds and hearts.  

3) The values portrayed - Intelligence, ambition, family, fire in the belly, vision... all characteristics that deeply resonate with viewers and convert them into raving fans (even if they don't drink scotch!).

4) The power of story - The same information could have conveyed through a (boring) bullet point laden Powerpoint presentation, right? But human beings are wired for stories - it's just how we are. Need I say more?

So... what's your story?