A Creative Device is a deliberate storytelling or communication technique used in an advertisement to make an idea more memorable, emotionally engaging, or attention-grabbing.

It is the “how” behind the message — the mechanism that helps the audience feel, notice, or understand something instantly.

Story99.com is a Storytelling Consultancy for B2B, Tech & Deeptech.

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Below are about two dozen or so Creative Devices regularly used in ads - from basic ones (like talking to camera) to super-creative ones like visual metaphors.

1. Talking

1A. One person talking to camera

https://www.youtube.com/watch?v=BY3GHkSeayQ

A single individual addresses the viewer directly, creating intimacy and clarity. This format works well for persuasion-heavy messaging because it feels personal, controlled, and distraction-free. The speaker often acts as a proxy for the brand, simplifying complex ideas into a direct, conversational pitch.

Dr.Ortho, Domino’s, Pure Leaf, Liquid Death, Amazon (Adam), Asics, Atera (drive), Colgate

Sub-category: Speech — delivered as a monologue or rally-style address: Asics, Jeep

2A. 2 or more people talking

2 people - Melody
3 or more - Cerave, Campus, MakMyMoneyMatter, Kayak

2. Double-role / multiple-role / multiple getups

https://www.youtube.com/watch?v=H46HkNd9OIk

A single actor appears in multiple roles or avatars within the same narrative. This device is used to show contrast, internal conflict, multiple perspectives, or versatility. It adds visual intrigue while also compressing storytelling by having one face represent many scenarios.

Ex: multiple-role

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