Learn about all the Narrative Choices used in ads → here.

Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech

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.

On Negocios

Below is an amazing ad from On Negocios that also uses two more Narrative Choices: Show a Villain (a subset of show the problem) and Life before & after.

Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.

Following are some of the popular story arcs that you will notice, not just in ads but in movies:

1. Quest (Need → Obstacles → Achieve): Pursuing a meaningful goal against odds. Think of Bahubali or Bajrangi Bhaijaan or Star Wars.

2. Overcoming the Monster (Fight → Lose → Fight again → Win): A hero facing a powerful threat, initially failing, but returning stronger. Think of RRR or KGF.

3. Man in the Hole (Comfort → Trigger → Crisis → Recovery): A fall-and-rise arc where a protagonist stumbles and comes out wiser. Think of Sanju or Sultan.

4. Rags to Riches: Rising from a position of disadvantage to strength or success. KGF, Pushpa, Dhoni etc.

5. Rebirth (Action → Reflect → Change): Growing or maturing due to specific events or rites of passage. Eg: Kantara, Top Gun.

6. Voyage and Return: Leaving the familiar, facing a near-death crisis, and returning transformed. Dhurandar or Avatar for example.

7. Tragedy (Pride → Fall → Downfall): Exploring a downfall caused by a fatal flaw or hubris. Think of Devdas, Animal or Joker.

Stella - a Quest Story

Luna - overcoming the monster

Workbooks - Tragedy

Colgate - Rebirth

And so many more.

Protinex, Teamwork, Orange Business, ShoeDept, Amazon (aam), Pure Leaf, Coors, Computer Associates, CrowdStrike, MGComet, Canva India, CarMax, Zomato Diwali 2024, Amazon (janitor-singer), Shera, Mulberry, Lemonn, Simply Fresh, Protergia, Ariel, Kraeftens, Workbooks, Coke orange, Stella, Luna, Mountain Dew, Ufone, Greenies, Reliance, Melody, Croatia Tourism

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