Lesson
Narrative Choices (NC) Used In Ads
Read the full ad-making playbook here.
In advertising, a Narrative Choice is the strategic storytelling framework or structural angle a brand uses to present its message and connect with an audience. Also learn about Creative Devices.
Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech
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Ultimately, these Narrative Choices dictate how an ad’s story unfolds to build mental associations, ensuring the brand’s message is delivered in a memorable, emotionally resonant, or highly relevant way.
Below are some of the common Narrative Choices that ads typically make use of:
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1. When X, Then Product
When X Then Product - Narrative Choice Explained with Examples
This narrative builds a strong mental shortcut by linking a specific moment, trigger, or context (X) directly to the product.
Over time, the brand becomes the automatic response to that situation—not through logic, but through repeated association.
Learn more about how mental association works, here.
2. TG (Target Group) Labeling
TG Labeling Narrative Choice Explained with Examples
The brand clearly defines who the product is for, turning consumption into an identity signal. Instead of appealing to everyone, it sharpens its positioning by speaking to a specific tribe, mindset, or attitude.
Examples: Stella (for those who have a taste), Freshpet (for those who love pets more than their family), Modelo (for the fighters), Kayak (“millenials”)
3. Traditional Story Arc
‘Traditional Story Arc’ Narrative Choice Explained with Examples
This is the classic narrative arc where a character has a need, encounters a challenge, and finds resolution through the product. The brand earns its place within a human journey rather than interrupting it. It works best when the conflict feels real and the resolution feels emotionally or functionally satisfying.
Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.
4. Show the Problem (for which the Product is the Solution)
Show-the-Problem Narrative Choice Explained with Examples
The narrative begins by vividly highlighting a pain point, making the audience experience or recognize the problem before introducing the solution. By anchoring attention on the issue, the product naturally becomes relevant and necessary. The stronger and more relatable the problem, the more convincing the solution feels.
Additionally, this Narrative Choice has three sub-categories:
Made-up problem — invent a new or exaggerated pain point
Show a villain — personify the source of the problem
Dramatize the problem — amplify the issue for impact
5. Show the Product / Service Creatively
Showing-the-Product (or Service) - Narrative Choice Explained with Examples
👆🏽 Explore in detail with many examples.
This Narrative Choice focuses on presentation—showing the product in an unexpected, imaginative, or visually striking manner. It could also be about highlighting some interesting product features. It often reframes how the audience perceives something familiar, making it feel fresh and interesting without changing the core offering.
Highlight product feature
Product superiority demonstration — prove performance on camera
How it’s made / BTS — reveal process and craftsmanship
Product repositioned — shift the product’s meaning or context
Read more here: Showing-the-Product (or Service) - Narrative Choice Explained with Examples
6. Show the Benefit Creatively
Show-the-Benefit-Creatively Narrative Choice Explained with Examples
An ad that uses this Narrative Choices basically sells the benefit (no, not all ads do that).
Examples: SwissCaution, ProstateCancerUK, Castrol, Lolavie, Atera (drive)
Sub-categories:
Hyperbole / exaggeration / dramatize the benefit - HP, Rungta, WayFair, Teamwork, Confused.com, Vadilal, Zeera, Tango, Currys, Klorane/Garnier (strong hair), JPMorgan WM, PlutoTV, Allbirds, CarMax, Lemonn, CoffeeMate, MountainDew, Limca,
Show the customers loving the product(s) / offering / solution Freshpet, Pika
Show how the user feels - Confused.com, Mulberry, Skoda, Unlimit, Soundly, Pika, Dr. Squatch (“Manlandia”), Tropicana
Benefit to TG -> problem for main ad character - Native, Myntra
Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.
7. Life Before & After (or With & Without the Product)
Before/After & With/Without Narrative Choice Explained with Examples
This narrative contrasts two states—before and after using the product, or with and without it. The transformation becomes the core message, making the value tangible and easy to grasp. It simplifies decision-making by clearly showing the improvement.
Zendesk, CentreFresh, Meesho, Kawasaki Ridge, CarMax, Intuit, Native (reverse), Slack, Limca, Atera (drive)
8. Us vs. Them
Us-Vs-Them Narrative Choice Explained with Examples
The brand positions itself in contrast to others—competitors, alternatives, or even behaviors—highlighting differences to clarify its stance.
This creates a sense of choice and alignment, helping the audience pick a side based on values, use-case, or identity.
9. Brand Philosophy / POV / Take
Brand Philosophy / POV / Take Narrative Choice Explained with Examples
👆🏽 Explore in detail with many examples.
The narrative is driven by a clear belief, worldview, or stance that the brand holds.
Instead of just selling a product, it sells a way of thinking. This builds deeper affinity by aligning with the audience’s values or challenging existing norms.
10. Trend Response (Moment Marketing)
Trend Response Narrative Choice Explained with Examples
The brand inserts itself into an ongoing cultural, social, or industry conversation. By reacting quickly and cleverly, it gains relevance and visibility. The effectiveness depends on timing, context, and how naturally the brand fits into the moment.
Examples: Samsung (responding to the 2024 ipad ad fiasco), Coors (commentary on an NFL rule), BattlBox
Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.
11. Festival / Event / Specific Day Focus
Festivals / Events Specific Day Focus Narrative Choice Explained with Examples
The narrative ties the brand to culturally significant occasions, using the emotional and social context of the event to create relevance. It works by aligning the product with moments that already carry meaning for the audience.
12. Point Out a Self-Category Issue / Limitation
Point out Self-Category Issue /Limitation - Narrative Choice Explained with Examples
Instead of promoting itself directly, the brand critiques or highlights a systemic flaw in the category. This reframes the conversation and positions the brand as a challenger or reformer. It builds credibility by showing awareness beyond self-promotion.
Examples: Vivo, USCellular, Pinterest
13. Heritage / Legacy / Origin
Heritage / Legacy / Origin Narrative Choice Explained With Examples
👆🏽 Explore in detail with many examples.
This narrative draws from the brand’s history, origins, or founding story to build trust and depth. It is particularly powerful when authenticity and expertise are central to the brand.
Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.
Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech
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