Technology Use Cases in Award-Winning Advertisements

Abstract

The paper discusses the functions of technological developments in advertising campaigns that have
received accolades for creativity and plot originality. The analysis aims to investigate shifts in the
assimilation of innovation into the advertising narrative, while discerning the roles of technology,
artificial intelligence, and novel digital mechanisms in creative storytelling formats. Available
specialised literature has pertained either to technical considerations of the nature of programmatic
advertising enhancement or to a marketing-centric approach that discusses the diachronic evolution
of digital tools in relation to advertised products and services. To capture how contemporary
commercial storytelling incorporates technology, the dataset consists of advertising campaigns that
received the highest distinction for creativity in 2024 at the most prestigious advertising festival
worldwide. By leveraging technological advantages, brands managed to navigate both the finite, cold,
autonomous nature of algorithms in a highly subjective, warm, interpretative realm and the
instrumental delivery of efficient results through the processing of substantial amounts of data.
Conclusions examine the plot stages (brand challenge, story development, campaign resolution) that
have been altered by new technologies, whether systemic or tactical, in the commercial tale’s
unfolding, as well as the type of impact at the brand or consumer level. The study presents the
complexity of narrative purposes achieved through technological advancements within the campaign
plot, opening future exploration of the intersection of analogue tales and digitally led storytelling
anchors.