The Hero’s Journey in Advertising: How to Use it in your Commercials
Storytelling is at the heart of every great commercial. It’s not just about showcasing a product or service, it’s about creating a narrative that resonates deeply with the audience, triggering an emotional response. One of the most powerful storytelling techniques that has stood the test of time is The Hero’s Journey, a framework used by filmmakers, writers, and even advertisers to craft compelling stories.
In this post, we’ll dive into how the Hero’s Journey works and how advertisers can use it to create powerful, memorable campaigns that not only sell a product but also forge lasting emotional connections with their audience.
What is the Hero’s Journey and How Does It Apply to Advertising?
The Hero’s Journey, or Monomyth, is a storytelling framework used in myths, literature, and films to outline the adventure of the protagonist. It was first outlined by Joseph Campbell and has become a popular structure for creating compelling stories across different media. But how does this ancient framework translate to modern advertising?
At its core, the Hero’s Journey is about transformation. The protagonist (the "hero") begins in a familiar world, faces a challenge, undergoes trials, and ultimately transforms, often with help from others (the mentor or the "magic elixir" e.g. Gandalf, Yoda, Dumbledore etc). The final transformation serves as a powerful resolution that connects the audience emotionally to the story.
In commercials, the brand often becomes the mentor or the solution to the hero’s problem. The product or service is presented as the "magical aid" or the guide that helps the protagonist overcome challenges, leading to a positive change or transformation.
How the Hero’s Journey Framework Drives Emotional Engagement in Ads
Storytelling is one of the most powerful tools in advertising because it creates emotional engagement.
Quote by Maya Angelou
The Hero’s Journey taps into universal themes like overcoming obstacles, transformation, and personal growth, which resonate with viewers. Here’s how the framework drives emotional engagement in ads:
Character Development: The Hero You Root For
Every great story starts with a protagonist that viewers can relate to. In commercials, this could be the consumer, the brand, or even a fictional character. The key is that the hero must face a relatable challenge e.g. achieving success, finding love, or solving a problem that the audience faces in their own lives.
Call to Action: Introducing the Problem the Hero Must Overcome
The Hero’s Journey often begins with a problem or challenge that the hero must face. In commercials, this could be framed as the consumer’s pain point or need that your product or service can solve. By presenting a relatable issue, advertisers can connect with the audience’s emotions right from the start. That’s why it’s so important to know your target audience and everything about them. The more they resonate the better outcomes your ad will see.
Transformation: The Hero’s Journey and Brand Impact
The transformation is key to a compelling commercial. This is where your product or service comes into play, acting as the “mentor” or “magic elixir” that helps the hero overcome their challenges. Whether it’s a product that improves their life, a service that solves their problem, or a brand that empowers them, this moment of transformation is where the connection with the audience deepens.
Resolution: Creating a Satisfying Conclusion
The Hero’s Journey ends with a resolution that reinforces the brand’s core message. After the hero overcomes their challenge, they experience a sense of fulfilment or achievement, which is often tied to the product or service. This satisfying conclusion leaves a lasting impression on the audience, ensuring that the commercial resonates long after it ends and reflects on their purchasing decisions when they need what your brand offers.
Examples of Hero’s Journey in Advertising
Let’s explore some standout examples of brands that have effectively used the Hero’s Journey framework to craft compelling commercials:
Nike – “Just Do It” Campaigns
Nike’s “Just Do It” campaigns exemplify the Hero’s Journey. Athletes, often portrayed as the hero, are shown struggling or facing challenges, such as physical limitations, mental blocks, or societal pressures. They undergo a transformative journey with the help of Nike’s products—running shoes, gear, and apparel—empowering them to overcome obstacles and achieve greatness. These campaigns speak to the power of transformation and motivation, both physical and mental.
LANIQUE – “RAISE YOUR SPIRITS”
That’s an example from our team at Storyflow. Hosting a gathering night for friends can be stressful, to get everything perfect. And what happens when things don’t go your way?
Maybe having some spirit might be the answer!
Apple – “The Underdogs”
In Apple’s “The Underdogs” ad, the hero is a group of underdog employees at a tech company who face the challenge of creating a product that will compete with their competitors. No matter the setbacks they go through Apple is always there to provide a solution.
Key Benefits of Using the Hero’s Journey in Advertising
The Hero’s Journey framework offers several key benefits when applied to advertising:
Enhanced Brand Loyalty: A well-told story strengthens the emotional bond between the brand and the consumer, leading to increased brand loyalty and long-term engagement.
Increased Recall: Ads that tell a compelling, memorable story are easier to remember and often lead to higher recall, which is crucial for brand recognition.
Differentiation in a Crowded Market: By using the Hero’s Journey, your brand can stand out in a competitive marketplace by offering more than just a product: it offers a story that viewers want to engage with and share.
How to Implement the Hero’s Journey in Your Commercials
Ready to incorporate the Hero’s Journey into your next commercial? Here’s how you can start:
Step 1: Identify Your Brand’s Hero
Your protagonist could be the consumer, a relatable character, or even the brand itself. Who is the hero of your story, and what are their struggles? You need to know your audience very well before you answer that question. And also remember you can change your hero and the angle over different campaigns.
Step 2: Define the Call to Adventure
What is the problem your brand helps solve? This is the inciting incident that sets the story in motion and introduces the challenge the hero must face.
Step 3: Showcase the Transformation
How does your product or service help the hero overcome their struggles? This transformation is the heart of the commercial, where your brand plays a pivotal role. Everything leads up to that, so take the time to set it up right.
Step 4: Craft a Satisfying Resolution
End the commercial with a resolution that reinforces your brand’s message and leaves the audience feeling fulfilled and connected to your brand. That’s what will prompt them to buy your product at the next opportunity.
Step 5: Align with Brand Values
Make sure your story aligns with the values and identity of your brand, ensuring authenticity and consistency. Brand is a long term game. Don’t sacrifice image you’ve build over years for short term benefits.
Conclusion
The Hero’s Journey isn’t just for epic films. It’s a powerful storytelling tool that can make your commercials more engaging, relatable, and memorable. By applying this timeless framework, you can create commercials that not only captivate audiences but also forge lasting connections that drive brand loyalty.
Storyflow is a video production company based in London. We’re crafting commercials and branded content that will start conversations, inspire people, and get them to press the repost button. If you’ve a brief for a video project, and you’re looking for a video production team to bring to life a great idea, get in touch.
