This is a fantastic Nescafé campaign from the late 1980s.
It’s an interesting variation on the leitmotiv approach: evolve a creative concept over time to deliver increased depth and duration of audience engagement:
The same technique was harnessed in the equally wonderful Nicole, Papa work for Renault Clio a few years later.
Such storytelling is a powerful communications proposition that brands can deliver through conventional media like TV.
However, the proliferation of storytelling media like the Web means we now have many more opportunities to engage people than we did in the 1980s; which brand will be the first to refresh this approach and deliver the first epic transmedia story?
I’d love to see more examples of these brand ‘soap operettes’ – please share any links via the comments section below.