List maintained by CoreVoice. We are all about Crazy Good Storytelling.
No business should struggle for lack of great storytelling.
We help B2B, B2C and Tech startups with story-led brand & marketing - strategy + execution.
What’s new?
https://youtu.be/5TwKmdGUExY?si=6cUBqPyxeXDtmoEp
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📌 We keep adding to the below list of creative-devices typically deployed in ads. If you find a new creative device (or a good example of an existing one), just DM Amrit and we will add to the list here.
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Narrative Techniques
- Story - Protinex, Teamwork, Orange Business, ShoeDept, Amazon (aam), Pure Leaf, Coors, Computer Associates, CrowdStrike, MGComet, Canva India, CarMax, Zomato Diwali 2024, Amazon (janitor-singer), Shera Ceiling Board
- Show the product / service in a creative way - Getty images, Liquid Death
- Us vs. them (or some such comparison / contrast) - B-Tex, Confused.com, JPMorgan WM, Embrace Pet Insurance, Liquid Death, Apple Vs PC, Vrbo, Smart car, Pepsi
- Show the problem creatively - Orange Business1, OB2, Savlon, ProstateCancerUK, Computer Associates, CityofLA, Meesho, CarMax, Computer Associates, Vrbo, Shera Ceiling Board
- Show the benefit creatively - SwissCaution, ProstateCancerUK
- Hyperbole / exaggeration / dramatize the benefit - HP, Rungta, WayFair, Teamwork, [Confused.com](http://Confused.comhttps://www.youtube.com/watch?v=HMfFuKK4FUI), Vadilal, Zeera, Tango, Currys, Klorane/Garnier (strong hair), JPMorgan WM, PlutoTV, Allbirds, CarMax
- Life before & after the product - Zendesk, CentreFresh, Meesho, Kawasaki Ridge, CarMax
- Metaphors (verbal / visual) - or analogy - Zendesk, BurgerKing, Computer Associates, Kawasaki Ridge, Apple M4 [watch this CoreInsight video on why metaphors are helpful in ads]
- Response / commentary on something trending / topical (moment marketing) - Samsung (responding to the 2024 ipad ad fiasco), Coors (commentary on an NFL rule), BattlBox, Zomato Diwali 2024
- Heritage / founder story - CoreVoice
- Product repositioned - Liquid Death
- “We not good” approach
- Keyword as an anchor - Protinex (”strength”), Pure Leaf (”break”), Workday (”rockstar”), USCellular (”ironic”)