Ad from PricewaterhouseCoopers shows the use of story to increase trust. Rather than showing a stock photo of employees hard at work on behalf of its customers, PricewaterhouseCoopers chose to tell the story of one its employees and link it to their business:

"I grew up the middle child in a family of seven kids. Depending on the situation, I had to try and figure out how to interact. Every scenario is slightly different.

At the end of the day, I think this ability to negotiate and empathize is a great skill for business. It has helped me be a more independent thinker while still recognizing that I’m part of a family…part of a team."

Gail Vennitti grew up in Queens, New York, with her six brothers and sisters.

Having learned from life to be more sensitive to other points of view, Gail now works to ensure clarity and forthrightness as she helps to shape ethics and compliance policies.

Stories engage human beings, whether it’s the gossip about the neighbor down the street or a profile of a professional in accounting.