Everyone wants to be the hero in a story.
When we watch a movie, we often project ourselves into the role of the protagonist. We wish to have the same suit as Tony Stark so that we can be Iron Man as well. We wish to be able to win the hearts of that beautiful girl or that handsome guy and live happily ever after.
Unfortunately, so do many brands out there.
When a brand takes on the role of the hero or protagonist in a brand story, it becomes a “self-centred” bragging spot. If the brand is the hero, who can the audience project themselves onto? It is imperative that a protagonist that is relatable to the target audience be designed for the viewers to identify with and be pulled into the story.
If the brand is not the hero, then what role should the brand play?
It is said that there are only seven Story Archetypes. ie., all the stories in the world can be categorized into seven “types”. Let’s see what role brands should play for each of the different story archetypes:
1. Overcoming the Monster
The hero tries to overcome the monster with his/her own efforts. Although there are some initial results, he/she suffers a great setback despite putting in all. At the lowest point of hopelessness, the brand is introduced as the secret weapon that will enable the hero to face the monster in one last epic battle and defeat it.
Moral of the story: Audience will struggle to solve the problem despite the best of efforts… unless they use the brand’s product.
Here’s an excellent example of such a story:
“It’s hard to be an eco-warrior. But it’s easy to drive like one.” Monster eliminated.
2. Rags to Riches
Riches are not (and should never be) limited to financial… otherwise, this story archetype will only be suitable for the financial sector… Other possibilities include talent or in the video below, values like filial piety (how “rich” is that?!) waiting to be uncovered.
Moral of the story: The brand is revealed as the “ fairy godmother “ who helps the protagonist unleash his/her potential.
“There’s a glass and a half in everyone”. Altogether now… awwwwww...
PS: you can argue that the shopkeeper is the “fairy godmother”. But the tagline beautifully ties it back to say that when Cadbury is involved, we will all be “fairy godmothers”.
3. The Quest
The key to a “Quest” story is to have an inspiring goal as the destination and then to design various (perhaps three, using the rule-of-3s) obstacles for the protagonist to overcome along the journey. The story may not need to end with success. Quests are usually long term, so we just need to come to a point where we know the protagonist is now able to continue with the journey come what may.
Moral of the story: Every “Frodo” on a “Lord of the Ring” quest needs to have a “Sam” to encourage and support him on the journey. The brand is therefore this companion.
Check out this ad from Thailand:
The App will help you go “mainstream”… brilliant.
4. Voyage and Return
This category of stories involves a “home base”/comfort zone that the protagonist is “evicted” from. The point of the adventure is to try to return to the origin. Post natal slimming ads come to mind. But to be more creative, we can also tell a story where a brand like “AirBnB” helps the traveller “return home” while still being abroad..
Moral of the story: Brand plays the role of the compass, helping the protagonist navigate the way back.
PS: it’s the journey that is important. Sometimes, things may not be the same when we return (remember Planet of the Apes?)… Here’s one example where the “voyage” is not so literal:
Another brilliant ad. Dad regrets his past actions, but one cannot change the past anymore. Yet an “U-turn” is still possible with the help of the brand… so that the future moving forward can be redeemed somewhat (I do the laundry at home by the way… just saying…). By the way, did you notice the Rule-of-3s here? “Sorry for what I did”. “Sorry for what your husband’s dad did”. “Sorry for what all the dads did”…
5. Comedy
Not your typical ha-ha-ha slapstick comedy genre. This category of stories refer to those with a central theme of confusion or misunderstanding. The confusion is what causes all sorts of comedic situations.
Moral of the story: Brand comes to the rescue by clearing up the confusion. Definitely not an easy category but if done well, it can be very memorable.
“Fun when you get it. More fun when you don’t”. That sums up the game of Pictionary really well. :)
6. Tragedy
Not a popular choice of stories for brands to use no doubt. Yet sometimes, we do need to break the bad news. What can a brand do in such cases? What would you do when something tragic happened to your friend? You come alongside him/her to provide comfort.
Moral of the story: Despite or because of the tragedy, the brand will comfort you.
A very poignant and solemn ad. In this case, no comfort was provided for the protagonist. No hope. That created a greater gaping hole in our hearts. There can be and should be hope… if we stop targeting health workers in the war zones. Point delivered. Straight to the heart.
7. Rebirth
Finally, the last archetype. This one deals with near-death/destruction scenarios that are averted. The protagonist is typically ignorant or indifferent to the danger. He/she also usually has a character flaw (eg., egoistic) that adds to the problem. Thankfully, the brand will help flag out the imminent dangers and help the protagonist to snap out of the indifference and be “reborn” into a new person. One possible application can be that stress, poor dietary habits and ignorance may cause hair loss from a young age. If nothing is done, it will be irreversible. Hair treatment centres can help the protagonist to recognise the problem as well as help treat the issues so that the new person who is “reborn” with good habits looking after his/her hair.
Moral of the story: Brands serve as the “ wake up call “ to help protagonist change.
A very touching story especially for people familiar with the artiste/celebrity Gurmit Singh because it is based on his real life. I remember watching him break down as he received the Star Awards after the passing of his parent. OCBC is subtly introduced as the help rendered for Gurmit to “have a plan” in order to give up the limelight for his family. A “new” Gurmit is “reborn”. Gurmit the comedian becomes Gurmit the loving husband/dad.
So there we have it. Seven story archetypes and the roles that brands should play in each of them in order to successfully plant the brand message into the minds of the target audience (story inception). Each example shown here touches the audience’s emotions in one way or another. Emotion is key for stories to be memorable and impactful.
Originally published at https://contentplayhq.com.
