Branded Documentaries vs. Traditional Advertising
Branded Documentaries vs. Traditional Advertising: Which Is More Effective?
We’ve all been there. You’re watching a video or scrolling through social media, and suddenly an ad pops up. Maybe it’s a slick 30-second clip about the latest product, or maybe you click on a longer, story-driven piece that doesn’t feel like an ad at all. One grabs your attention for a moment, and the other lingers in your mind, leaving you thinking about the people, places, and ideas it showcased.
Traditional advertising has its place, but in today’s fast-paced digital world, it’s starting to feel, well, a bit tired. Enter branded documentaries: longer-form, story-driven content that doesn’t just sell but connects.
So, which works better? Are branded documentaries the future of marketing, or do traditional ads still pack the biggest punch? As someone who’s spent years creating branded content for outdoor brands, I’ve seen the shift firsthand. Let’s break it down, compare the two approaches, and figure out why more brands are leaning into storytelling as a way to reach their audience.
This difference - between traditional advertising and branded documentaries - is what makes them so interesting to compare. Both serve a purpose, but they do it in radically different ways. Traditional advertising is all about direct, fast messaging. Branded documentaries, on the other hand, take their time, drawing you in with storytelling that feels authentic and relatable.
As someone who creates branded content for a living, I’ve worked on both sides of the spectrum. I’ve seen how traditional ads can drive immediate results and how branded documentaries can build a deeper, lasting connection. So, which is better? Let’s dive in.
What Are Branded Documentaries?
Photo by Roo Smith for his short branded documentary with climber and sewist Katie Lamb
Branded documentaries blur the line between marketing and storytelling. They’re films created by brands, but instead of focusing solely on the product, they focus on a story that reflects the brand’s values, mission, or the lifestyle it represents. Think of them as mini-documentaries with a brand subtly woven in.
For example, one of my favorite projects was the film I directed for Jelenew, an all-women’s cycling brand. The story wasn’t about their products—it was about community, inclusivity, and breaking barriers in a male-dominated sport. The gear appeared naturally in the film because it’s part of the ambassadors’ lives, but it wasn’t the star of the story. Instead, the focus was on the human experience, which made it more powerful and relatable.
Branded documentaries are particularly effective for brands in industries like outdoor adventure, sports, and sustainability, where lifestyle and values play a huge role in purchasing decisions. They resonate because they’re not just selling a product - they’re selling a vision or a way of life.
What Is Traditional Advertising?
Traditional advertising is what most of us grew up with: TV commercials, radio jingles, magazine spreads, and, more recently, digital ads. The goal of traditional advertising is straightforward: grab attention quickly and encourage immediate action. It’s a numbers game—get your message in front of as many people as possible and hope it sticks.
For brands with simple, clear messages (like “Buy this soda!” or “Click here for a discount!”), traditional advertising works well. It’s short, sharp, and direct. But in an age where audiences are increasingly skeptical of overt advertising, traditional ads can sometimes feel intrusive or insincere. And let’s be honest—how often do you skip a YouTube ad the second you’re allowed to?
That’s not to say traditional ads don’t have their place. When done well, they can be incredibly effective at creating memorable moments (think of Nike’s iconic “Just Do It” campaigns). The challenge is standing out in a crowded, fast-moving digital landscape.
One of the biggest differences between branded documentaries and traditional advertising is how they engage with audiences.
The Power of Storytelling in Branded Documentaries
People love stories. They want to feel something—whether it’s inspiration, empathy, or curiosity. Branded documentaries tap into this by creating narratives that go beyond the product. Instead of saying, “Look at what we sell,” they say, “Here’s a story you’ll care about—and by the way, we’re part of it.”
A branded documentary starring Olympian Dom Scott as she transitions from the 10,000-meter track to marathon racing, facing the new challenge of staying hydrated over longer distances.
For example, the HydraPak film I directed wasn’t about water bottles or hydration packs. It was about the athletes who rely on those tools to push their limits in extreme conditions. The gear was there, but it wasn’t the main focus. The story was about resilience, adventure, and the human spirit of an Olympian - and that’s what kept viewers engaged.
This approach works because it’s not trying to interrupt your day with a sales pitch. Instead, it invites you to join a journey, making the connection feel organic and meaningful.
Grabbing Attention Fast with Traditional Advertising
Traditional ads, by contrast, are all about speed. You’ve got seconds to make an impression, so the messaging needs to be clear and compelling right from the start. This is why so many ads rely on bold visuals, catchy slogans, and direct calls to action.
While this approach can work for products that solve an immediate problem or appeal to impulse buyers, it’s less effective for building long-term relationships with an audience. Traditional ads often lack the depth or emotional resonance that makes branded documentaries so impactful.
Brand Perception: Authenticity vs. Salesmanship
How a brand is perceived can make or break its success, and this is where branded documentaries truly excel.
Branded documentaries make brands feel real. By focusing on stories that align with their values, they show—not tell—what they stand for. This creates a sense of authenticity that traditional ads often struggle to achieve.
A short branded documentary for an all-women's cycling company called Jelenew about women supporting women in the cycling industry.
In the Jelenew film, for instance, we highlighted the stories of women finding freedom and empowerment through cycling. The brand’s gear was there, but it wasn’t the point. The film was about celebrating women and creating a sense of belonging, which made the brand feel human and relatable.
Consumers today value transparency and authenticity. They want to support brands that align with their beliefs, and branded documentaries are a powerful way to communicate those beliefs without feeling like a sales pitch.
Traditional Advertising can be A Mixed Bag
Traditional advertising can shape brand perception, but it’s often viewed with skepticism. When an ad feels too pushy or inauthentic, it can backfire, making people less likely to trust the brand. On the flip side, a well-executed campaign can leave a lasting impression—think of Apple’s “Think Different” ads or Coca-Cola’s holiday campaigns.
The challenge for traditional ads is finding that sweet spot between being memorable and being genuine. It’s a tough balance to strike, especially in an age where audiences are increasingly wary of overt marketing.
Effectiveness and ROI: What Delivers the Best Results?
When it comes to measuring success, the goals of branded documentaries and traditional advertising are quite different.
Branded Documentaries are a Great Long-Term Investment
Branded documentaries aren’t about quick wins. They’re about building trust, loyalty, and emotional connections over time. The ROI for these films often comes in the form of increased brand affinity, stronger community engagement, and higher lifetime customer value.
Metrics like engagement rates, social shares, and sentiment analysis are key indicators of success. For example, the HydraPak film led to a significant boost in brand awareness, with viewers commenting on how the story inspired them to explore their own limits. It wasn’t just about selling hydration packs—it was about creating a movement.
Traditional Advertising has Immediate Impact
Photo by Roo Smith for La Sportiva
Traditional ads are designed for short-term results. They’re all about driving clicks, conversions, and sales. If you need to promote a seasonal sale or launch a new product, traditional advertising can deliver quick, measurable results.
However, the impact of traditional ads often fades quickly. Once the campaign ends, the buzz dies down, and the audience moves on. This is where branded documentaries have an edge—they create a lasting impression that keeps audiences engaged long after the initial release.
Both approaches have their challenges, but they also offer unique opportunities.
Challenges of Branded Documentaries
Time and Cost: Branded documentaries take longer to produce and require more resources.
Subtle Messaging: The focus on storytelling can make the product feel secondary, which might concern some brands.
Challenges of Traditional Advertising
Ad Fatigue: Audiences are bombarded with ads every day, making it harder to stand out.
Trust Issues: Overly sales-focused messaging can feel insincere.
The Best of Both Worlds
The smartest brands combine both approaches. A branded documentary can build trust and emotional connection, while traditional ads amplify the message and drive action. For example, a brand could release a documentary about their sustainability efforts and follow it up with short, targeted ads promoting their eco-friendly products.
Why I Believe in Branded Documentaries
I’ve always believed in the power of storytelling. As a filmmaker, I’m drawn to stories that feel real—stories that connect people, inspire change, and make you feel something. Branded documentaries let me do that in a way that traditional advertising doesn’t.
Projects like the Jelenew film and the HydraPak campaign remind me why I do what I do. They’re not just about selling products—they’re about creating something meaningful. And in a world where people are craving authenticity, that’s more important than ever.
The Verdict
So, which is more effective: branded documentaries or traditional advertising? The answer depends on your goals. If you’re looking for quick results, traditional ads are a great tool. But if you’re in it for the long haul, branded documentaries offer something traditional ads can’t: trust, loyalty, and a deeper connection with your audience.
If you’re a brand looking to tell stories that matter, let’s talk. I specialize in creating branded documentaries that don’t just sell—they inspire. Together, we can create something worth watching.
Why we should work together…
When I’m not on this website rambling on about filmmaking, I’m actually out there making films. From crafting memorable branded documentaries to capturing stories and products that move people, I’ve got you covered. Need a filmmaker who can scale mountains, brave the surf, or just tell a dang good story? Let’s chat!
In case I haven’t convinced you, here are three reasons why it might be fun to work together…
I believe in stories that stick with you - like campfire smoke on your clothes. The kind that makes you laugh, cry, or immediately want to call your mom.
I’m just as comfortable at 14,000ft as I am in front of a timeline. You get me in the mountains, in the ocean and in the editing room, making sure the magic out there really shines in the final cut.
I’ve filmed in some pretty wild places, but the best stories are the ones that bring people together. It’s those shared moments -big or small - that remind me why I love what I do.
Let’s Connect
Roo is an Emmy nominated commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.