Storytelling in ads can be used to create an emotional connection between the brand and the customer. By telling a compelling story, advertisers can engage the customer's attention and foster a sense of empathy or identification, which can help to increase brand loyalty and affinity. Storytelling can also be used to communicate the values and personality of the brand, and to differentiate it from competitors. Additionally, storytelling can be an effective way to convey complex or abstract ideas in a more accessible and memorable way.