Storytelling case #1

While thinking about my next post, I received a tweet by Guy Kawasaki

It was about Domino’s Pizza new advertising campaign.
While I live in Croatia, haven’t eaten one Domino’s pizza, advertisement struck an emotional chord with me.

First I’ll let you see the advertisement:

So, what made me write about it? For a blog about storytelling and brand building, I though that it would be a good thing to have an example of actual storytelling.
In case od Domino’s Pizza, it is a question of format. Format of the advertisement is longer than usual 30 second spot. It is as if someone made a small documentary and put it online. Which is perfectly true. It is a small documentary, and as such there is a few components that make up a movie:

Protagonist:
Hero of the movie. In this case Domino’s pizza

Antagonist:
A person opposing protagonist, usually villan or a bad guy.

Theme:
Message of the story, moral, conclusion. One constant message that is interwoven into the fabric of storytelling.

Helpers:
Supporting character/s that help hero in his journey.

Obstacles/Conflicts:
Hero is no hero if he cannot measure his character in difficult times. Or you might say that difficulties make up a hero.

Let’s analyze this advertisement

  • Our hero is Domino’s Pizza
  • Antagonist is advertising industry that is preventing the real pizza to come out
  • Helper is the cook that makes pizzas and knows the true value and quality of the pizzas
  • Obstacles are the procedures the advertising guys take to shape, mold and advertise the pizza. I will even say that advertising industry’s canon is the obstacle here
  • Theme of the story – There is no better way to see the quality of the pizza, then to taste it or see it in its original shape or form

Furthermore, this message is formulated and communicated by the ordinary guy who makes the pizza. He is one staying on the sides, while advertising is doing its thing, he’s an outsider, just like rest of us, so we can relate. His values are our values, in terms of pizza, so we tend to empathize with his position and take it home with us. Also, his stand resonates, since he made an emotional connection.

Also, we are invited to help pizza be itself. Call to action that connects us even more to the hero of the story and Brand of pizza.

This is why I, although not a consumer of Domino’s pizza, still have a reaction to the advertisement. It resonates since I know pizza, I feel the message the cook is trying to make, strengthened by the manufactured and detached process of filming pizza for the promotional spot. Antagonist in the story is described in detail, just to make message stronger. Without it, there wouldn’t have been a story.

In conclusion, it is good to have an antagonist in your story. If you do, make it as good as you can, since your Brand is evaluated compared to this antagonist. It may define your core values, your market, your consumers, so think about it, when making your brand story.

Until next time, work on your stories!

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