A few weeks ago, I talked about how there was a consumer revolt against advertising taking place. And today, I wanted to share an interesting exemption from that: Super Bowl commercials.In a world where people intentionally avoid ads, it’s incredible that people not only tolerate Super Bowl commercials, but actually look forward to them. They evaluate them. Discuss them. Make best and worst lists. And there’s a reason for that.Brands spend all year (and millions of dollars) crafting stories for these commercials. And as a result, people view them as a form of entertainment rather than a typical advertisement.It’s brilliant. On people’s best and worst lists, the “storified” commercials are always the most popular. The ones that simply brag about a product or service fall to the bottom of those lists.But don’t just take my word for it. Check out the 20 highest-rated Super Bowl ads of all time and tell me what they’ve all got in common.So, what’s my point?My point is that people are attracted to great stories. They want to be entertained, educated, and inspired.And that’s why creating utility content can engage your existing and prospective members in a way that ads alone simply can’t.Want to increase your retention and get new members in your door? Start by connecting with people in the ways that matter to them.