Why is some advertising more successful than others? Why does some campaigns becomes epic pieces everybody talks about while others just feels embarrassing and ridiculous? That's of course hard to answer, if even possible. Success in advertising is a combination of great ideas, great production and great media strategy. And a great portion of luck. At the same time it’s possible to see similarities in successful advertising campaigns, as it is with campaigns that fails. Some of todays most popular stories are those from or about brands. The best advertising of today creates a part of the culture we consume. Advertising has become pop culture. In this talk, originally held before General Mills, called: ”Nordic success - Why brands break through into Nordic culture”, we categorize popular advertising campaigns into archetypes. We map out and analyze what these archetypes are built upon and and how local perspective on global archetypes is a success factor. To become successful in advertising you have to understad how culture colors archetypes. Culture, not archetypes, generates recognition, connection and credibility and is the way we relate to archetypes. In the nordic countries and cultures some archetypes are stronger and more relevant than others. Looking at Swedish and Norwegian advertising, it’s obvious we have our own unique way of relating and coloring archetypes. This talk was created together with Helena Emms, Planner at SCPGREY.

1. NORDIC
SUCCESSWhy brands break through into Nordic culture

2. BECOME POP CULTURE
and pop culture becomes advertising

3. TELL A GREAT STORY
Don’t explain dull facts

4. Storytelling puts complex products in a
memorable context and shapes
the target group’s perception of brands

5. ARCHETYPES
Symbols inherited throughout human history

6. Understanding archetypes
makes you understand culture

7. Local perspectives
on global archetypes

8. A portrait of the archetype for e.g. ”family”
is either doubtful or trustworthy

9. Culture, not archetypes, generates
recognition, connection and credibility and
is the way we relate to archetypes

10. ARCHETYPES ARE
NOT OBJECTIVELY TRUE
They reflect our identity and image

11. 6 x Nordic
ARCHETYPES

12. Archetype 1
THE ANTI-HERO
Kind-hearted, innocent, bozo [tönt]. Almost always a man.

13. Lotto Felix

14. (Not only pop culture)
ICA CAMPAIGNS
INCREASES SALES

16. Archetype 2
THE CLOWN & THE FOOL
Unpredictable, funny, ironic and sarcastic

17. Go Morgen

18. BALANCE STRENGTHS
WITH WEAKNESSES
Remember Jante, don’t exalt characters
(if not done tongue in cheek)

19. Archetype 3
THE HUMBLE HERO
Sound & healthy, folkly, athletic. Often a woman.

20. Risifrutti

21. Archetype 4
EPIC COUNTRY
National romantic, grand, nature

22. Pripps Blå

23. Archetype 5
BACK TO BASIC
Small scale, genuine, nostalgic, honest

24. Keno

25. Archetype 6
THE FAMILY AFFAIR
Cool, alternative, not-so-hetro-normative, multi-cultural, hipster

26. IKEA Sembo

27. CAMPAIGNS
FROM ABROAD

28. Advertisement from abroad becomes successful
when it’s playing with ”exotic” stereotypes

29. Snickers

30. Different cultures emphasize, integrate and
colour different archetypes in different ways

31. ACCOMMODATE BEHAVIOR
Create a movement!

32. OLW Returpack Stryktipset

33. TIMING IS EVERYTHING!
Tap into culture with fingerspitzengefühl

34. Com Hem

35. TOP 3
• Storytelling & characters to get to know
• Smart & comic, long ideas
• Reflect Nordic culture & self image

36. THANK
YOU