How does storytelling (new school) differ from arguing (old school)?
Let's look back—to 350 BC.
In Poetics, Aristotle taught that stories have three acts:
1. An inciting moment
2. A climactic struggle, and
3. A resolution.
In Rhetoric, he taught that arguments have two:
1. The statement
While marketers crow on and on about storytelling, most default to arguing. Benefit-laden bullets are safer than heroes in a bind.
But "Mosquito" isn't storytelling. All we see is a guy who relishes eating a meal doused with hot, hot, hot sauce. Cute, but not buzz-worthy.
"If we rewrote the spot so that at the beginning we see that he is plagued by mosquitos biting him and terrorizing him all day and night, we would feel for him and understand his dilemma," Krevolin says. "Then, when he fails to defeat the mosquitos with conventional means and decides to use Tobasco sauce instead, we would cheer for him when he achieves victory."
Storytelling always takes three acts.