At the highest level, advertising needs to give people a reason to love a brand even if they never intend to buy the product. In other words, they need to not only entertain viewers, they need to make them believe in something, just as all good stories do.
Well-crafted ad campaigns have deeply human themes about belonging, self expression, and the capacity for human kindness. They have messages which transcend commerce, and most importantly that evoke intense emotion in the audience. When I examined some of the world's most iconic brands through this lens, it proved true.