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Skip to 0 minutes and 2 seconds That’s a one iron. One time ready. This guy was six down and out. He could go one more. Oh, here he goes. He’s going to get this one. He is! Look at that.

Skip to 0 minutes and 24 seconds They’re all going to be wearing red jumpers on Sundays now. [CHEERING]

Skip to 0 minutes and 37 seconds Right. That’s it. I can’t even see that one. Aw, just a couple more.

Skip to 0 minutes and 46 seconds [APPLAUSE] Stay up. Oh! Yes! Well, how’s he getting on? He’s four over.

Skip to 1 minute and 0 seconds What hole’s he on? He’s on 14th. It’s wet, isn’t it?

Skip to 1 minute and 9 seconds You warm enough? I’m warm enough, yeah. In golf, Tiger Woods won his third open championship, a two-stroke victory. Became the first back to back winner since 1983. So when do you think you’ll turn professional? I’m really enjoying it at the minute. I know I have to keep working hard to keep getting better and better. On the first tee, Tiger Woods. [APPLAUSE]

Skip to 1 minute and 36 seconds From Northern, Ireland, Rory McIlroy.

Skip to 1 minute and 48 seconds [APPLAUSE] Great shot there, man. [APPLAUSE]

2. Rags to riches

Agency: Wieden+Kennedy / Client: Nike Golf
Graphite Pencil / Film Advertising / 2016

Rags to Riches Recap
At the beginning, our hero is insignificant and dismissed by others, but something happens to elevate them, revealing them to be exceptional.

Two Minute Task
While you’re watching the video, think about the following:

  • Do you feel there’s a turning point in the narrative where the hero moves from ‘rags’ to ‘riches’?
  • Do you think using well known personalities helps to aid the narrative?
  • What other examples can you think of that use this archetype?

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Storytelling in Advertising


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