The case of os Ultimos Desejos da Kombi

Valenzuela, S. T., & Bonaldo, L. F. (2021). Storytelling in advertising: The case of os Ultimos Desejos da Kombi. In P. Ferstl (Ed.), Dialogues between Media: XXI. Congress of the ICLA - Proceedings (Vol. 5, pp. 359-369). De Gruyter. https://doi.org/10.1515/9783110642056-028The aim of this study is to analyse an advertising video produced in 2014 and entitled Os Ultimos Desejos da Kombi [Kombi: Last Wishes], a creation of AlmapBBDO for Volkswagen do Brazil, which closed its vehicle assembly line in January 2014 (video available at https://vimeo.com/90870501). The film presents a contemporary trend in advertising creation: storytelling, which means narratives based on real experiences, allied to a communicative strategy and fiction-writing techniques, and results in stories that are both involving and memorable. This tendency seeks to create affective ties with consumers so that the stories are remembered and narrated positively several times, thus being propagated by the recipient that was impacted by them.publishersversionpublishe