Lesson
Show-the-Problem Narrative Choice Explained with Examples
This Narrative Choice has three sub-categories by the way…
Made-up Problem — invent a new or exaggerated pain point
Show a Villain — personify the problem
Problem Dramatized — exaggerate for impact
We will get to these sub-categories in a bit, but let’s first understand the overall Narrative Choice.
Watch the below ChatGPT ad.
So you see, the ‘Show-the-Problem’ narrative begins by vividly highlighting a pain point and making the audience experience or recognize the problem before introducing the solution (the product being advertised of course).
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Let’s watch some more examples.
By anchoring attention on the problem / pain, the product naturally becomes relevant and necessary.
The stronger and more relatable the problem, the more convincing the solution feels.
Below is a very creative example by Apple (noise being the problem):
More: Apple (Clinger)
Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech
Alright, let’s now get on to the three sub-categories of this Narrative Choice.
1. Made-up Problem
Grab - made-up problem of a man who sweats a lot
Coalgate
Greenies
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2. Show a Villain
On Negocios | Villain: Lego Dinosaur
CrowdStrike | Villain:
Jupiter | Villain: HR
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3. Problem Dramatized
I hope you now understood the many different ways in which the ‘Show-the-Problem’ Narrative Choice can be implemented in ads. Happy communicating.
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