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Skip to 0 minutes and 2 secondsThat'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 secondsThey're all going to be wearing red jumpers on Sundays now. [CHEERING]

Skip to 0 minutes and 37 secondsRight. 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 secondsWhat hole's he on? He's on 14th. It's wet, isn't it?

Skip to 1 minute and 9 secondsYou 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 secondsFrom Northern, Ireland, Rory McIlroy.

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

2. Rags to riches

Ripple
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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This video is from the free online course:

Storytelling in Advertising

D&AD

Get a taste of this course

Find out what this course is like by previewing some of the course steps before you join:

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  • Know your audience: simplify your message
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    Jon Kallus, Creative Director at Grey London, believes that truth is the key to communicating quickly and effectively with your audience.

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