heroism in branding

Brands use the hero / villain concept in a lot of their ads. It is believed they do this to relate back to stories and films we watched as children which show the main character conquering a villain or a difficult time. For example the little mermaid having to defeat Ursula.

Great brands turn simple problems into an epic quest, its not just about a drink or quenching your thirst its about defeating the enemy. Satisfying our everyday needs transforms us into heroes.