Advertising in new age depends a lot on story-telling to connect, keeping purpose and emotion at the heart of narrative, and allowing the brand/ product to remain in the background. Please do not see story telling as an extended TVC. A 30-second commercial extended to 3 minutes would not make a good story, unless it touches the hearts. The duration and space is incidental. Long format ads reach a different audience. It is not a passive TV audience. As it is possible for people to drop off after the first 15-20 seconds, it is better to aim at depth of engagement. It has to follow the format of inspire, interact and amplify. Long format ads must try to provide new information, and useful information. A good ad has to balance information and entertainment.