Use familiar story structures (fairy tales, genres, cultural myths) as containers for brand messages.
"What familiar story pattern carries our message?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"What familiar story pattern carries our message?"
60-second Super Bowl spot borrowing Orwell's 1984 dystopian narrative. IBM as Big Brother Macintosh as liberator. Athletic woman throws hammer to shatter conformity screen. Borrowed apocalyptic hero's journey.
60-second spot borrowing evolution-of-life narrative in reverse. Three men in pub de-evolve through ice ages dinosaurs primordial oceans back to mudskippers gasping for water. Borrowed natural history epic to dramatize the long Guinness pour.
2-minute animated film borrowing pastoral redemption narrative. Farmer industrializes realizes error returns to sustainable farming. Willie Nelson covers Coldplay's The Scientist playing in reverse borrowed return to innocence myth.
