A good story to Keep Walking

In the Conceptual Age - as Dan Pink defines it - narrative and storytelling seem to be the tools to take into account for an ad, for an effective ad.

This belief was also confirmed at the Cannes Lions Festival of Advertising at the end of June by Eric Schmidt (CEO of Google):

Here is a great example of a well-written story, capable to "keep the viewer listening intently for six-and-a-half minutes in a world where 140 characters constitutes ‘engagement’." (from BBH Labs)