More and more documentary style videos are being used by brands to better connect with their audience. Why? Because consumers are skeptical of traditional commercials that impose a contrived sales message.

Documentary advertising is based around real stories that are designed to come across more naturally to the consumer.

Asics has done a brilliant job telling stories about the everyday lives of professional triathletes.

http://youtu.be/bu60n_v5lZI

http://youtu.be/7sBsTesBAGI