We’ve talked about how story telling is important in advertising. But how do you do that in 6 seconds? That’s 2 seconds for each of the setup, confrontation, and resolution. The most important piece is to make sure that your story is clear and concise. For example, this Singapore ad tells you all you need to know with a simple equation. Mercedes Benz Singapore does it by comparing the 6 second ad to the 6 seconds it takes to get going really fast. It’s hard to get right, but here are the brands that did.