Issue #3 - Anatomy of a Breakup

The concept of this ad from TyC sports is fairly simple. We focus on a woman writing a breakup letter to her boyfriend, listing the reasons for her leaving. This is intercut with visuals of the boyfriend’s behaviour - plot twist: He is the total opposite of everything she’s describing. Unfortunately for our lovelorn lady, it’s just not with her - but with his favourite football team. 

The messaging for sports channels universally have always been the same - “Hey, come watch us! We’ve got your favorite players playing your favorite game!” 

But there lies the problem - there are very few ways for you to get that message across without exhausting your ideas. What next?

You tap into the raw emotion that comes with being a sports fan - and that’s exactly what this ad does, and uses a brilliant trick to get the message across. 

The principle? Juxtaposition. More specifically, visual juxtaposition. You drill two levels deeper, you might be able to land on something fresh and novel. How? Ask yourself the questions - “What are the most common elements present in these ads?” The answers may sound like:

- They’re largely from the POV of men. Flip this, let’s make this from the POV of a woman. 
- They focus on the sports teams or their star players. Flip this, let’s make this about the die hard fans.
- They focus on being high-energy and josh filled. How about we bring in a sad angle and contrast it with the adrenaline of being a sports fan?

The Enduring Power of Storytelling

Ultimately, the TyC Sports ad's success lies in its ability to tell a relatable human story. The break-up metaphor allows viewers to connect with the woman's emotions, while the contrasting visuals showcase the transformative power of sports fandom. This combination fosters a deeper connection with viewers and leaves a lasting impression.

By using visual juxtaposition, TyC Sports transcends the mundane and delivers a captivating and emotionally resonant message. They remind viewers that sports fandom isn't just about watching games; it's about the passion they ignite in us. They don't just promise access to sports; they promise a journey filled with excitement, disappointment, and ultimately, an undying connection to the games and athletes we love.

Conflict stands as the cornerstone of this type of storytelling, driving the narrative forward, by injecting tension, sustaining audience interest and anticipation for what unfolds next. It’s a pattern that the audience will try to predict and hopefully get pleasantly surprised. This ad could work for any male centric product. Being obsessed with cars, Being obsessed with sports, being obsessed with their hobbies, it world universally against the tropes of “Men being men”.

The most important question is: What role does your brand play in this story? Are they the creator of the problem? Are they the solution to the problem? 

In a way this narrative is a classic “Character vs Society” trope. Where Mariana is the society with expectations being laid upon our lead who is now the victim of the norms. And TYC acts like a brand that is a safe zone for these “kinds of people”. They define the labels, and thus people tend to associate with that “tribe”.

Juxtaposition: Creating A Story With Two Sides

Juxtaposition, specifically audio-visual juxtaposition.  In this case, is the art of placing two contrasting images side-by-side to create a story or emphasize a point. In the TyC Sports ad, the woman's break-up letter serves as one side of the story, describing a man lacking passion and excitement. Interwoven with this are visuals of the same man transformed by his love for football – celebrating wildly, screaming with joy, and experiencing the thrill of the unexpected twist in a game. This creates a powerful contrast, a story of two sides to the same coin - and each version is justified if you watch it separately.

Why Does Visual Juxtaposition Work?

There are several reasons why visual juxtaposition is such a powerful tool in advertising. Beyond the fact that video advertising is a visual medium, of course.:

Attention Grabbing: Contrasting visuals naturally grab our attention. Our brains are wired to notice discrepancies, and the juxtaposition in the ad disrupts our expectations, forcing us to pay closer attention.

Memory Retention: The unexpectedness of the ad makes it more memorable. The juxtaposition creates a cognitive dissonance that lingers in the mind, making the ad's message more likely to be recalled.

Emotional Connection: Juxtaposition can evoke emotions. By showcasing the raw passion of the boyfriend contrasted with the woman's disappointment, the ad taps into the emotional rollercoaster of being a sports fan. It gives you the opportunity to relate to the character and all the madness that comes with being a sports fan.

Implicit Messaging: The ad doesn't need to explicitly state its message. By showing the boyfriend's intense connection to football, the ad implicitly suggests that TyC Sports provides viewers with the same level of excitement and passion for the sports they love.

Pssst - Our first issue covered a similar principle, albeit in a different fashion. Read it here.