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4. Voyage and return

Explore how the 'Voyage and Return' plot archetype can be used in commercial creativity using an example of D&AD awarded work from our archive.
If the actions of our competitors are anything to go by, virtual reality is the must-have accessory for any new car launch. You can show upholstery options or demonstrate complete detachment from the road. It’s literally riveting. So when the need came to showcase the Jaguar F-type at an upcoming expo, we thought we’d better bust out the VR goggles. Sort of.
This is the Jaguar F-type simulator. It’s just sitting on a 6-axis hydraulic platform here. Roll you around, lift up, down. Once you’re wearing this helmet it’s really going to simulate exactly what it’s going to be like on the track. Good luck.
Welcome to Jaguar Virtual Simulator.
I was surprised by how real it felt, actually.
I’m a technician, and I listen to the car. And if I didn’t know better, I would think that I was in a real car.
It doesn’t feel like a simulation.
You don’t get the acceleration. You don’t get that pitch and turn from a normal VR experience. How’d you find that experience? It was unbelievably cool.
No, shut up! You are [BEEP] ing me. Did you actually drive me around? Did it really go out? No. It didn’t, did it? Right. Yeah, well, actually it explains quite a lot. Can I do it again?
Actual Reality
Agency: Y&R New Zealand / Client: Jaguar Land Rover New Zealand
Wood Pencil / Brand Experience / 2016
Voyage and Return Recap
The hero travels out of their ‘normal world’ into the overwhelming and unknown, before escaping back to the safety of their home.
Two Minute Task
While you’re watching the video, think about the following:
  • How do you think an experiential, interactive campaign affects the concept of ‘narrative’? (We’ll be looking in more detail at experiential and immersive stories in Week 4)
  • What other examples can you think of that use this archetype?
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Storytelling in Advertising

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