Nowadays, it is recognized that consumers expect brands not only to have basic functions, but also emotions, experiences and values which they can identify with. For this reason, interesting stories can be noticed in commercials, referred to as storytelling. The aim of the article is to analyze the possibilities of using storytelling as an activity increasing the effectiveness of an advertising message based on the available results of research related to its perception. In the article the cognitive-critical method of analyzing the subject-related literature has been applied. The authors outline the basic conditions for applying storytelling and trends related to the structure of advertising stories, and present selected research results related to the assessment of its impact on the recipients of the message. These results show the high performance of advertisements using storytelling.