Storytelling in advertising: The case of os Ultimos Desejos da Kombi

Sandra Trabucco Valenzuela, Luciane Ferreira Bonaldo

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The aim of this study is to analyse an advertising video produced in 2014 and entitled Os Ultimos Desejos da Kombi [Kombi: Last Wishes], a creation of AlmapBBDO for Volkswagen do Brazil, which closed its vehicle assembly line in January 2014 (video available at The film presents a contemporary trend in advertising creation: storytelling, which means narratives based on real experiences, allied to a communicative strategy and fiction-writing techniques, and results in stories that are both involving and memorable. This tendency seeks to create affective ties with consumers so that the stories are remembered and narrated positively several times, thus being propagated by the recipient that was impacted by them.

Original languageEnglish
Title of host publicationDialogues between Media
Subtitle of host publication XXI. Congress of the ICLA - Proceedings
EditorsPaul Ferstl
PublisherDe Gruyter
Number of pages11
ISBN (Electronic)9783110642056
ISBN (Print)9783110641530
Publication statusPublished - 18 Jan 2021
Event21st World Congress of the International Comparative Literature Association: The Many Languages of Comparative Literature - University of Vienna, Vienna, Austria
Duration: 21 Jul 201627 Jul 2016
Conference number: 21


Conference21st World Congress of the International Comparative Literature Association
Abbreviated titleXXI Congress of ICLA
Internet address


  • Advertising copywriting
  • Advertising creation
  • Os últimos desejos da kombi
  • Storytelling
  • Transmedia


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