Hi I'm Graeme Newell and today I'm gonna show you how great brands win customers using the
emotion of heroism.
"It's like a dream, a wonderful dream come true"
If you wanna build a brand that appeals to most everyone in the entire world, then take
a lesson from the classics we all read as kids.
These stories use archetype emotions that tap universal human feelings.
The Little Mermaid uses the classic plot of overcoming the monster.
"What I want from you is, your voice.
My voice?
You got it sweetcakes.
Ariel's been turned into a human.
Have you lost your senses completely?
The human world, it's a mess."
In this ADT ad, fire is the villain to be vanquished...
"My dog was all alone when the fire broke out.
ADT acted fast, they saved my home, and her life."
Hercules uses another variation on this classic plot, the story of the hero.
"How am I supposed to prove myself a hero if no one will give me a chance?
You'll get your chance, you just need some kind of catastrophe."
It's this same hero story that gives Nike's brand its incredible world-wide appeal.
From football hooligans in Brazil, to Japanese badminton lovers.
Nike's brand effortlessly crosses borders and cultures.
But Nike uses a clever twist on the classic hero tale.
It replaces an external villain with an internal villain.
It shows the struggle that goes on in everyone's head - the battle between lazy you and healthy
you.
"A good rest after last night's game would have been nice.
But last time I checked, nice never won a football match"
This constant internal battle brings the hero story down to a level that's ultimately relatable
to everyone.
"If you don't lose consciousness at the end, you could have run faster"
Be the hero.
Be faster.
Vanquish the slower you.
Nike has amplified the power of the hero story by making it very personal.
They've put both the hero and the villain right in our own heads.
"Ok, we're done, let's take a breather.
Gotta keep going.
What?
It's not the deal.
I think we can go on.
Since when did you start thinking?
Whatever.
So who exactly are you trying to impress, because you sure aren't impressing me.
Save your breath, we're gonna need it.
Save your breath.
You can't see yourself, you look disgusting.
This isn't the time to stop pushing.
We've got to stop.
You're the one that's got to stop.
Me?
Are we in this together or what?
I don't know, are we?
I was the one that got us here.
You're the one holding me back.
Holding you back?
I'm just trying to help us.
Alright you, you just want to ditch me.
Well maybe I should get rid of you.
Stop running.
No.
Yes, yes, yes, yes, yes.
No.
Stop, you can't go.
Please.
I'm done with you."
And the hero in you...prevails.
I'm Graeme Newell and that's emotional marketing.