This is one of the most moving commercials I have seen for 4th July in the US.

Storytelling is a powerful way to create a strong emotional connection with your audience. In the coaching industry, the Hero’s Journey is overplayed and overused.

I love how Ancestry.com scored big with this one, in my opinion, leveraging The Pledge-Turn-Prestige storytelling formula. It’s the formula magicians use for their tricks.

ACT 1- THE PLEDGE: The magician shows something ordinary. In this ad Ancestry shows ordinary people who are as diverse as the American society.

ACT 2- THE TURN: Is where the magician takes the ordinary subject and turns it into something extraordinary. The scene transforms revealing an extraordinary setting, recreating one of the greatest moments in American history. We think very cool, another ad paying homage to the declaration of independence but wait…

 

 

 

 

 

 

 

 

 

 

ACT 3- THE PRESTIGE: The third act is the full circle ending. Ancestry reveals “Everyone we’ve assembled here is descended from a signer of the Declaration of Independence.”

They leave us desiring to uncover what moment or figure in history we might be connected to. The power of a story well told.

You can watch this powerhouse message here: https://youtu.be/R1PMt8bnz34