Will Storr

I'm pathetic. And crucially, they're also trapped. They feel there's no way they can rescue their identity. And the pain of their identity failing becomes so acute that they choose death over... over the pain of having their identity fall to pieces. And so that's the power of identity. And so the most powerful ads appeal to identity.

I'm pathetic. And crucially, they're also trapped. They feel there's no way they can rescue their identity. And the pain of their identity failing becomes so acute that they choose death over... over the pain of having their identity fall to pieces. And so that's the power of identity. And so the most powerful ads appeal to identity.

And again, that's what Apple did with their other really famous and successful campaign, Think Different, which is a bunch of black and white pictures of people like Gandhi and Mother Teresa and John Lennon. And this is you, think different. So basically people who identify with those characters You know, changed the world, became another absolute cliche in Silicon Valley.

And again, that's what Apple did with their other really famous and successful campaign, Think Different, which is a bunch of black and white pictures of people like Gandhi and Mother Teresa and John Lennon. And this is you, think different. So basically people who identify with those characters You know, changed the world, became another absolute cliche in Silicon Valley.

And again, that's what Apple did with their other really famous and successful campaign, Think Different, which is a bunch of black and white pictures of people like Gandhi and Mother Teresa and John Lennon. And this is you, think different. So basically people who identify with those characters You know, changed the world, became another absolute cliche in Silicon Valley.

And it began really with Think Different when it became popularized, that idea. And that's an appeal to identity. Now, there's another really great example, which I found, which I'd never heard of. And if you're not Canadian, you won't know about it, but it's Molson Beer. So back in the year 2000, Molson Beer were in trouble. They were number one and then they were slipping.

And it began really with Think Different when it became popularized, that idea. And that's an appeal to identity. Now, there's another really great example, which I found, which I'd never heard of. And if you're not Canadian, you won't know about it, but it's Molson Beer. So back in the year 2000, Molson Beer were in trouble. They were number one and then they were slipping.

And it began really with Think Different when it became popularized, that idea. And that's an appeal to identity. Now, there's another really great example, which I found, which I'd never heard of. And if you're not Canadian, you won't know about it, but it's Molson Beer. So back in the year 2000, Molson Beer were in trouble. They were number one and then they were slipping.

And so the ad agency were tasked with rescuing the reputation of Molson Beer. And the guy at the ad agency was Canadian and knew that one of the things that annoys Canadians is when Americans basically say, you're just Americans. There's no difference between Canadians and Americans. Something really winds Canadians up, as you can imagine. So he came up with this ad campaign called

And so the ad agency were tasked with rescuing the reputation of Molson Beer. And the guy at the ad agency was Canadian and knew that one of the things that annoys Canadians is when Americans basically say, you're just Americans. There's no difference between Canadians and Americans. Something really winds Canadians up, as you can imagine. So he came up with this ad campaign called

And so the ad agency were tasked with rescuing the reputation of Molson Beer. And the guy at the ad agency was Canadian and knew that one of the things that annoys Canadians is when Americans basically say, you're just Americans. There's no difference between Canadians and Americans. Something really winds Canadians up, as you can imagine. So he came up with this ad campaign called

called i am canadian and all it is is this ordinary guy in a plaid shirt and jeans on a stage listing things that are canadian like it's zed not z for example we don't say a boot we say about it's just a list of things but it was massively successful it went instantly you know um viral viral at the time um you know kids began you know shouting it on the streets.

called i am canadian and all it is is this ordinary guy in a plaid shirt and jeans on a stage listing things that are canadian like it's zed not z for example we don't say a boot we say about it's just a list of things but it was massively successful it went instantly you know um viral viral at the time um you know kids began you know shouting it on the streets.

called i am canadian and all it is is this ordinary guy in a plaid shirt and jeans on a stage listing things that are canadian like it's zed not z for example we don't say a boot we say about it's just a list of things but it was massively successful it went instantly you know um viral viral at the time um you know kids began you know shouting it on the streets.

The value of Molson Beer rocketed, I forget the exact number, but tens of millions of the value of the company through the roof. One really incredibly smart thing they did was they debuted that ad in the ad break of the Oscars just after the South Park film Blame Canada had been performed. And then they had this very patriotic I'm Canadian thing.

The value of Molson Beer rocketed, I forget the exact number, but tens of millions of the value of the company through the roof. One really incredibly smart thing they did was they debuted that ad in the ad break of the Oscars just after the South Park film Blame Canada had been performed. And then they had this very patriotic I'm Canadian thing.

The value of Molson Beer rocketed, I forget the exact number, but tens of millions of the value of the company through the roof. One really incredibly smart thing they did was they debuted that ad in the ad break of the Oscars just after the South Park film Blame Canada had been performed. And then they had this very patriotic I'm Canadian thing.

What's fascinating about I'm Canadian is, and it became known as the rant in Canada. It's very famous in Canada. And what's fascinating about it, again, just like the Apple ad, there's nothing in there about the beer. about its tastiness or whatever, you know, what are the qualities of this beer? Why should we be buying it? Nothing. It's literally an appeal to identity.

What's fascinating about I'm Canadian is, and it became known as the rant in Canada. It's very famous in Canada. And what's fascinating about it, again, just like the Apple ad, there's nothing in there about the beer. about its tastiness or whatever, you know, what are the qualities of this beer? Why should we be buying it? Nothing. It's literally an appeal to identity.

What's fascinating about I'm Canadian is, and it became known as the rant in Canada. It's very famous in Canada. And what's fascinating about it, again, just like the Apple ad, there's nothing in there about the beer. about its tastiness or whatever, you know, what are the qualities of this beer? Why should we be buying it? Nothing. It's literally an appeal to identity.