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In this Narrative Choice, the brand inserts itself into an ongoing cultural, social, or industry conversation. For example Apple once got a lot of heat for showing things being broken down in an ipad ad. It was trending. So Samsung rode on that made an ad directly referencing to the Apple ad disaster.

By reacting quickly and cleverly, ads that use this Narrative Choice gain relevance and visibility. The effectiveness depends on timing, context, and how naturally the brand fits into the moment.

More examples of the Trend Response Narrative Choice: Coors (commentary on an NFL rule), BattlBox

Check out all the Narrative Choices used in ads here.

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

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