What Great Advertising Looks Like
Advertisers Need to Take a Note from the Irish
A Captivating Commercial: The Power of Storytelling
I was cooking dinner recently while YouTube played in the background when an ad appeared. A horn sounded, and the words “Thousands of years ago” filled the room. I looked up from cooking my burger and saw a 16mm black-and-white shot of an ancient Irish hill, then a forest of spindly trees. “What is this? Is that an ancient Celtic ring fort?” It was.
I immediately walked over to the TV and watched like a 3-year-old seeing Barney the Dinosaur for the first time. Hands-on my hips, I was enchanted.
The ad told the story of Samhain, the ancient Celtic festival, and the blueprint for All Hallow’s Eve, which later became Halloween. When the commercial was over, I clapped. “Now that’s advertising!” I exclaimed to my miniature schnauzer, pointing at the screen.
The Frustration of Modern Advertising
I have a degree in advertising from Middle Tennessee State University. I used to love the idea of advertising, but like most people these days, I find it more of a nuisance. Most of the ads I see on YouTube are scams, cheap junk from Temu, or promoting unhealthy levels of suspicion in relationships. I often feel violated if I can’t skip an ad in five seconds.
But this ad was different—it was a joy to watch. It was educational and gave me chills. So, I decided to see what the advertising world had to say about it. That’s when I stumbled across a particularly annoying take from Stephen Foster over at More About Advertising entitled “Tourism Ireland rewrites history for Halloween.”
Taking Issue with Stephen Foster's Take
Foster claims that because some scholars on Wikipedia dispute the connection between Halloween and Samhain, the ad is “rewriting history.” It seems Mr. Foster can’t fathom the idea that early Christians co-opted pagan traditions to make their religion more palatable to those they sought to convert.
Well, they did. That’s the reason gargoyles exist. It’s why Satan resembles the Greek god Pan, and why Jesus Christ is said to have been born on December 25th. Foster’s lack of understanding weakens his critique, reducing it to a dismissive blurb rather than a thoughtful analysis. He gives the ad a 7 on the MAA creative scale as if that number is meant to convey anything meaningful in light of the ad’s impact.
He also pokes fun at the straw costumes in the ad, making a glib reference to The Wicker Man, as though that somehow underlines his argument that the commercial was mediocre. I don’t know who this guy is, but his take is laughable. I imagine him clapping harder than I did alone with my dog at his own cleverness when he wrote that line about the wicker man burning.
Why This Ad Works
In reality, this commercial is effective for three key reasons:
- It uses sound and imagery to immediately capture the viewer’s attention. The ad's atmospheric visuals and haunting soundtrack draw you in before you even realize what's happening. It makes you feel something—a rarity in today’s sea of noisy, generic ads.
- It tells a story that resonates, even if it’s disputed by some scholars. Whether or not every historical detail is perfectly accurate, the story of Samhain and its connection to Halloween has been passed down for generations. The commercial taps into that cultural memory, leaving the viewer with something to think about—something that feels meaningful.
- It makes you want to go to Ireland. Even if I can’t hop on a plane tomorrow, the ad places Ireland firmly on my bucket list. It sticks with you, which is exactly what good advertising should do.
A Final Thought on Foster's Review
Foster’s main complaint seems to be that the ad is "rewriting history" because of Wikipedia’s mention of scholarly disputes. But dismissing the entire ad based on a few historians’ debates misses the point. The ad isn’t claiming to present a scholarly thesis on the origins of Halloween—it’s weaving together history, culture, and emotion to tell a compelling story.
When I started writing this article, it wasn’t meant to be a critique of Foster’s take. But since he’s old enough to be respected in the field of advertising, with credentials like former editor of Marketing Week and columnist for the London Evening Standard, I feel compelled to speak up for Discover Ireland and this remarkable ad.
I’m just an American from the South, but from where I’m standing, Foster’s review feels like it’s tinged with some deeper bias against Ireland, its culture, and its legacy. Maybe he’s a devout Christian, or maybe he’s just out of touch. Either way, I found his article insufferable.
The Bottom Line
Watch the ad and decide for yourself. Regardless of where you stand on its historical accuracy, the ad’s delivery, execution, and emotional impact are undeniable. It’s a rare example of advertising done right, and it deserves to be recognized.
I will leave you with a couple more of my favorite ads of all time that excel in engaging storytelling. We need more advertising like this instead of ads that start with “random” people walking up and being asked how they stay in shape at 60 or what they do for a living to afford the luxury car they are driving.
If your ad doesn’t give me goosebumps or makes me feel like I’m being taken advantage of, chances are I will not only resent the advertiser, but it will make me like whatever product you are pushing less.
Hats off to Tourism Ireland, you knocked it out of the park, it seems like the ball went through Stephen Foster’s office window and knocked over his glass of holy water.
Please enjoy these last two examples of excellent advertising before you leave.
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Another example of powerful storytelling in advertising is Pantene’s “You Can Shine” ad from Thailand. It tells the moving story of a young deaf girl determined to become a violinist despite her challenges.
The ad’s emotional narrative of perseverance and resilience beautifully ties into the brand’s message of inner strength and beauty, making it one of the most memorable and impactful commercials ever produced.
The Stella Artois "World War II Pilot" ad is a great example of compelling storytelling in advertising. It follows an American pilot hiding in a Belgian village from Nazi forces during World War II.
The tension rises during a Nazi search, and the barkeep can't resist the idea of saving his running tap of Stella Artois. The ad humorously shows the beer's strong allure, even in the most dangerous situations. The tagline at the end brings to light a rarely spoken truth in marketing, pricepoint makes a statement.
Thanks for reading.
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