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Rosetta Stone is learning a new language: Storytelling.

The language-learning company has long been known for direct response advertising, along with its airport and shopping mall kiosks. But now, in a bid to become more relevant and hipper among millennials and digitally savvy consumers, Rosetta Stone is trying a narrative push to show how learning a new language can help consumers form connections with others. The campaign, created by Omnicom’s EnergyBBDO, Chicago, with help from a branded-content play from Vice, includes a new tagline, “Create a smaller world.”

The TV spot is “heavily focused on the introduction of this campaign, our positioning and telling the story of our brand — making it clear that it is a new day for Rosetta Stone,” said Kelly Poling, VP-marketing strategy and operations for Rosetta Stone. While the brand won’t completely move away from direct-TV ads, they’re no longer the focus of the company’s TV strategy, she said.

Continue reading at AdAge.com