This narrative focuses on presentation—showing the product. often in an unexpected, imaginative, or visually striking manner. For example look at the creativity behind showing Tim Hortin’s coffee below.

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• Full ad-making playbook
• Long list of all Narrative Choices </aside>

Before we proceed further, know that there are few distinct sub-categories for this Narrative Choice.

1. Highlight product feature - to stand out amongst competition
2. Product superiority demonstration — prove performance on camera
3. How it’s made / BTS — reveal process and craftsmanship
4. Product repositioned — shift the product’s meaning or context

We shall explore these in detail, but before that let’s go through some overall examples - like the one below from Pika - which essentially shows what you can do with the product, but in a fun way. See for yourself.

https://youtu.be/PlE_WW5pIio

Below is another one, from Google Pixel - a totally different approach to showcase some cool AI photo features of its then latest phone model.

https://youtu.be/Wf4r9QCNBbM

If you remember the old melody ads, they were essentially about showing the toffee right away and making the whole ad about the product.

https://youtu.be/d_IAKjJXmf8?si=UovRkyQ3ZsPZZH-U

More examples: Nike, Victionary, Getty images

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Alright, now onto the sub-categories.

1. Highlight Product Feature(s)

https://www.youtube.com/watch?v=Cxyscc_S6y0

2. Product Superiority Demo On Camera