Have you heard of the guy with the cranberry juice?
The story started with 39-year-old Nathan Apodaca.
One day, his car broke down.
The trouble, delay, and potential cost are stressful for anyone.
BUT INSTEAD
Nathan grabbed his skateboard and cruised down the highway—sipping Ocean Spray cranberry juice and lip syncing to Fleetwood Mac’s ‘Dreams.’
This video created an Internet sensation.
CEOs re-created the video. Old song gained popularity. And Ocean Spray gifted Nathan a cranberry-red truck loaded with their products (because of the free publicity they got).
Here’s why I’m sharing this story with you:
We’ve all heard that “storytelling” is powerful.
We all know we should use storytelling in marketing, ads, or emails.
~ “Unless you have a story, you don’t have a way to persuade people.” – Michael Lewis
~ “A good story connects us and stays with us.” – Steven Spielberg
~ “Maybe stories are just data with a soul. They are the medium to build connections…” – Brene Brown
But we’ve all seen when brands try to be ‘creative’ or ‘funny’ on a Superbowl ad… and fall flat on their face.
So… what separates a good and bad story?
Ans: Contrast.
A story without contrast is dull, bland, and meaningless.
The same skateboard story would not have gone viral without the right timing. It was released during September 2020, the peak of the pandemic.
Stress was above the chart, and everyone was seeking relief.
Then, some random guy came chilling down the highway, showing you:
“He does not give a F”
That’s why it went viral.
(and that’s why re-created videos from CEOs would never get the same effect)
So, the next time you’re working on a story for your marketing:
Find the contrast first.
Talk soon,
– WYH