A Tornado, a Goldfish and a People-Focused Company Make for Compelling Advertising

Last week, I mentioned that a trend I think we’ll see more of in 2013 is authentic storytelling—using true stories to create compelling advertising. This week, I’d like to show you another example.

Belfor is a property restoration company. In 2011, Carol Tice of CBS News called them “one of those big, successful companies you never hear much about.” (SeeHow Belfor Grew to be #1 in Disaster Recovery.”)

Recently, due to two commercials—one 30 seconds long and the other one minute long—not only do we know their name, but we know what they do and who they are as a company, as a brand.

All that is due to a very compelling story and the personal touches mentioned that give us insight into Belfor.

Here’s the 30 second ad:

We’ve all watched in horror as news reports show towns devastated by tornadoes and other natural disasters. But we don’t often get to witness the recovery. Belfor is a company that specializes in such recovery.

What makes the company memorable is its company culture. Read the CBS News article mentioned above and you’ll see. Belfor CEO Sheldon Yellen, who appears in the ads, drives a company culture that’s “intensely people focused.”

We get that impression along with the notion that they truly care through their documentary-style ads. Here’s the minute-long one:

Companies that are great know that the little things matter. Belfor, through storytelling, convinces us that they are a caring and great company. As Yellen says at the end, Belfor is “restoring more than just property”—a tagline they obviously take to heart.

Look for your company’s stories. If you don’t have any worth sharing, maybe you need to change your company’s culture. And if you do have stories, then what are you waiting for? Tell them in a compelling, people-focused way.


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