Recently, in some ad journal, we read about a marketer who was claiming that “it’s now all about experience” – that “storytelling” is dead. We wholeheartedly disagree. Storytelling is born from experience. Yes, experience is all important. However, what if you need to pass on that tale about the little adopted boy who found his birth parents via Google maps, in India! Or, how Jean-Claude Van Damme can straddle two speeding semi-trailers. Or, how Casper Salmon’s mum was invited to the opening of an aquarium in the eighties. This is a wonderful story. Alive. Funny. Well told. What should be dead, is the flipside of this: boring shite advertising.