Joseph Campbell and the guidelines for building a good story

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Men dressed in grey uniforms march like robots through a dark tunnel. Through another tunnel, a woman runs with a hammer in her hand, like a mythical heroine. The woman throws the hammer and breaks the screen that has the men mesmerized. Above this image is printed the caption: “On January 24, Apple Computer will introduce the Macintosh. And you will see why 1984 will not be like '1984'.”

This is Apple's iconic 1984 Superbowl ad. Before it uae mobile database aired, executives considered the ad irresponsible because it didn't feature the product, but it ended up making history. How? By doing just that: telling a story.

Your brand can remain in the minds of consumers for the duration of the advertisement or it can become part of the imagination of an era: the difference between the two is effective storytelling.

Friend David Sable (head of Y&R) says that “a creative must understand why Shakespeare, the Iliad and the Odyssey, or the Bible are still read.” Even with new technologies, Sable stresses the need to return to the basics, to the essence.

“Facebook didn’t create sharing. It made it more efficient, but people have always shared. So it’s about having a good product and then having a good story to tell.”