Like Picasso said "Good artists copy, great artists steal." Honestly, I have no idea what it means but I thought it would make a clever introduction.

I've encouraged you, in previous editions, to find inspiration in vintage taglines or vintage images. Today, I would like to invite you to discover a few good-looking brand content ads to see what you can steal for your own storytelling. 

Last week, Contently wrote a piece about the launch of Esquire's archive back issues, called Esquire Classic. The journalist used it as an opportunity to learn some lessons from the past. Personally, I don't like all of their examples, especially when the brand uses the old-fashioned problem-solution approach (but hey, that were the 50's). On the other hand, some examples are pretty modern. Here are my 2 favorites.

Invite the user into the story


If you are an online store and don't have a physical space to meet your customers, it can be hard to have people feel the concrete experience of your product. This ads shows it's possible with a little imagination!


Create a sense of mystery and fun

Instead of telling your corporate story the usual way (in the About section, starting with how you found out there was a problem and continuing with how you managed to solve it), why don't you add an element of surprise to the story? Or even some suspense if you're considering, for instance, launching a new product!

5-min read - 12 Things Marketers Can Learn From the Esquire Archives (blog)