This narrative focuses on presentation—showing the product. often in an unexpected, imaginative, or visually striking manner. For example look at the creativity behind showing Tim Hortin’s coffee below.

• Full ad-making playbook

• Long list of all Narrative Choices

Before we proceed further, know that there are few distinct sub-categories for this Narrative Choice.

1. Highlight product feature - to stand out amongst competition

2. Product superiority demonstration — prove performance on camera

3. How it’s made / BTS — reveal process and craftsmanship

4. Product repositioned — shift the product’s meaning or context

We shall explore these in detail, but before that let’s go through some overall examples - like the one below from Pika - which essentially shows what you can do with the product, but in a fun way. See for yourself.

Below is another one, from Google Pixel - a totally different approach to showcase some cool AI photo features of its then latest phone model.

If you remember the old melody ads, they were essentially about showing the toffee right away and making the whole ad about the product.

More examples: Nike, Victionary, Getty images

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Alright, now onto the sub-categories.

1. Highlight Product Feature(s)

2. Product Superiority Demo On Camera

This is very very common - especially with automobiles.

Volvo has been an earlier proponent / pioneer of this Narrative Choice - you might have seen the below ad at some point of time. No?

Below is another car brand using the same NC.

And there’s a famous one from BMW - that you may like.

In India, Ather has tried this NC (Narrative Choice) couple of times, like in the below ad.

Going beyond automobile, below is an example from a different category altogether (consumer tech) that also makes use of the same Narrative Choice - demonstrating product superiority on camera.

3. Show the Making / BTS

Here you focus more on behind the scenes (BTS).

Prada

4. Product Repositioned

This is where you show the product but in order to highlight that it doesn’t belong to the default category where it’s supposed to belong. Very few brands have done it. Liquid Death is one of them.

Great, so now you know the many different ways to make your ad (or any piece of communication) about your product. Don’t be limited. Explore. And do read up all the other 12+ Narrative Choices that you can also make.

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