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Hi I'm Graeme Newell and today I'm gonna show you how great brands win customers using the
emotion of heroism. "It's like a dream, a wonderful dream come
true" If you wanna build a brand that appeals to
most everyone in the entire world, then take a lesson from the classics we all read as
kids. These stories use archetype emotions that tap universal human feelings. The Little
Mermaid uses the classic plot of overcoming the monster.
"What I want from you is, your voice. My voice? You got it sweetcakes. Ariel's been turned
into a human. Have you lost your senses completely? The human world, it's a mess."
In this ADT ad, fire is the villain to be vanquished...
"My dog was all alone when the fire broke out. ADT acted fast, they saved my home, and
her life." Hercules uses another variation on this classic
plot, the story of the hero. "How am I supposed to prove myself a hero
if no one will give me a chance? You'll get your chance, you just need some kind of catastrophe."
It's this same hero story that gives Nike's brand its incredible world-wide appeal. From
football hooligans in Brazil, to Japanese badminton lovers. Nike's brand effortlessly
crosses borders and cultures. But Nike uses a clever twist on the classic hero tale. It
replaces an external villain with an internal villain. It shows the struggle that goes on
in everyone's head - the battle between lazy you and healthy you.
"A good rest after last night's game would have been nice. But last time I checked, nice
never won a football match" This constant internal battle brings the hero
story down to a level that's ultimately relatable to everyone.
"If you don't lose consciousness at the end, you could have run faster"
Be the hero. Be faster. Vanquish the slower you. Nike has amplified the power of the hero
story by making it very personal. They've put both the hero and the villain right in
our own heads. "Ok, we're done, let's take a breather. Gotta
keep going. What? It's not the deal. I think we can go on. Since when did you start thinking?
Whatever. So who exactly are you trying to impress, because you sure aren't impressing
me. Save your breath, we're gonna need it. Save your breath. You can't see yourself,
you look disgusting. This isn't the time to stop pushing. We've got to stop. You're the
one that's got to stop. Me? Are we in this together or what? I don't know, are we? I
was the one that got us here. You're the one holding me back. Holding you back? I'm just
trying to help us. Alright you, you just want to ditch me. Well maybe I should get rid of
you. Stop running. No. Yes, yes, yes, yes, yes. No. Stop, you can't go. Please. I'm done
with you." And the hero in you...prevails.
I'm Graeme Newell and that's emotional marketing.