“Storytelling is the most powerful way to put ideas into the world today. Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.” | Robert McKee Earlier this week, I stumbled across a spot produced by Thai telecommunications company, True. As I found myself fighting back tears (and failing) by the 0:40 mark, I couldn’t help but reflect on the power of storytelling.

As a brand, you have a choice. You can produce an ad or a commercial…or you can tell a story with the content you put out into the world. I know which one I would place my bet on every time.

Check out the True spot below and let yourself be carried away by story for the next three minutes. After the jump, chime in and leave a comment below. I’d love to hear what other brands or organizations you have seen harness the the power of storytelling.



This post originally appeared on BrainsOnFire.com