Want to attract customers’ attention? Tell them a great story.

If you want to make an impact, you have to be prepared to take a big swing – even if it will cost your lawyer a heart attack.

So says Josh DiMarcantonio, 18-time Cannes Lions Award-winning creative director. In 2014, DiMarcantonio was on the creative team that launched Taco Bell’s new breakfast menu, which featured real people named Ronald McDonald happily digging into Crunchwraps. “At the time, Taco Bell wasn’t doing ‘catchy’ ads — nothing that was narrative in nature,” he explained. entrepreneur Magazine editor in chief Jason Pfeiffer. “We really pushed them to expand to commercials that didn’t focus solely on the food and more about the brand.”

Lawyers were nervous about McDonald’s response, but the risk paid off. The clever ad was not only a hit among the customers but also won several awards at the prestigious Cannes Lions International Festival of Creativity. DiMarcantonio credits its influence on storytelling. “Stories are what ultimately pop into people’s minds when they think of a brand,” he says. People already know what the product you’re selling is and what it does, but it’s the way you deliver your message that leaves a lasting impression. “You want to leave them with a feeling that they connect with the brand — that’s what builds a deep relationship and keeps them coming back.”

Watch the full video for more information and conversations about crafting content that creates deep and lasting relationships between consumers and brands.