Uploaded June 2021 | Updated September 2026, 2 weeks ago
There are only seven different basic stories in existence. No matter how innovative a marketing campaign may seem, no matter how new or different its premise appears, Rob Schwartz former CEO TBWA\ChiatDay NYC contends that it can be reduced to one of seven basic archetypal themes: overcoming the monster, rebirth, quest, journey and return, rags to riches, tragedy, or comedy.
Storytelling isn't new. And science explains why it won't ever lose effectiveness, people are "22 times more likely to remember something when told as a narrative rather than facts alone."
Based on Christopher Booker’s book 'The Seven Basic Plots', Rob will explore how the seven stories can guide a firm in discovering what story its brand should tell.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
There are only seven different basic stories in existence. No matter how innovative a marketing campaign may seem, no matter how new or different its premise appears, Rob Schwartz former CEO TBWA\ChiatDay NYC contends that it can be reduced to one of seven basic archetypal themes: overcoming the monster, rebirth, quest, journey and return, rags to riches, tragedy, or comedy.
Storytelling isn't new. And science explains why it won't ever lose effectiveness, people are "22 times more likely to remember something when told as a narrative rather than facts alone."
Based on Christopher Booker’s book 'The Seven Basic Plots', Rob will explore how the seven stories can guide a firm in discovering what story its brand should tell.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
