I've preached storytelling for years. I've worked for firms that specialize in nothing but world-class storytelling. But what advertisers continue to forget is the power that comes from it. Watch TV for an hour. Of all the commercials you were berated with what compelled you to write down (or if your like a lot of us) or type in the URL? What made you laugh? What made you say "@*$&%, that ad is annoying!" and what made you talk beyond the seed that was given to you?

BMW Films, The NoLaf Institute (pure unrecognized brilliance), HBO Image and no surprise to me Honda's "Power of Dreams" campaign. Budding young mind and crotchety old bastards alike take the 10 minutes and digest the following clip:

What do you remember?
Would you be compelled to watch another one?
Did it extend, enrich and grow the brand?
What is completely self-serving?
Would you talk, share or extend the brand?
As a consumer did it make you trust the brand?
Did it make the brand more or less elite?
Besides the fact that you wish you had this budget for your current clients, did it compel you to engage in the social media extensions?
Will it effect change in you external to its messaging?

If your not asking half of the list during the concept stage than your probably want to kill your creative director, throw a chair through a window and join a pack of wolves to kill something.

Addendum:

It's rare I add onto a post but I just found this amazing little story from the Pereira & O'Dell, Sharethrough Agency for Lego and the launch of their new website http://legoclick.com/