Advertising is a process of sending a message about a particular product or service through various media with a certain goal. Although manufacturers initially have spent most of the money on production, production today often has the smallest budget. Most of today's economic -marketing activities invest in communication to create connectivity between buyers and products or services that are advertised. Copywriters as creators of advertising content and communication have the greatest role in this process. Their role is to create an advertising message - a copy, that will encourage buyers to act but also create an emotional connection between them and the advertised product/service. To create emotional connectivity copywriters use storytelling, the technique which proved to be great in advertising. In this paper, apart from the theoretical part, a research was conducted - an interview with copywriters, to gain better insight and knowledge in the process of creating advertising content and to getting to know the person – copywriter, who stands behind that content.