"I'm in Psychoville and Finkle's the Mayor."
My example of a brand with two archetypes this week is the inimitable Ace Ventura. A pet detective with a penchant for loud shirts, a swagger to make you blush and an aerodynamic fringe that could probably pick up Satellite TV.
Throughout his films, he morphs from The Hero brand archetype to The Outlaw brand archetype (and back again) quicker than the pate travels through his system at the fancy party ("permission to come aboard, sir.")
When he's not saving a Miami sports mascot, he's rescuing Dan Marino; and when he's not navigating his way out of a Rhino (WARM!), he's on a mission to save a prized bat (despite his - not entirely irrational - fears...). Whilst his unorthodox methods hit our funny bones throughout (remember THAT mission impossible scene where he thought he was saving Snowflake the Dolphin?), he equally embodies the grit and determination of The Hero and the aversion to accepting the status quo and disruptive qualities of The Outlaw.
No Ace, it was not Snowflake, but you certainly left a lasting legacy; which coincidentally, is the shared purpose of this week's two archetypes. On behalf of pets near and far, we "thank you, dark continent. Goodnight!"
The Country Fire Authority (CFA), Red Bull and Adidas are all examples of The Hero Brand Archetype. Sans Beast (vegan fashion), Diesel and Aldi are all examples of The Outlaw Brand Archetype.
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