In such a case, the role of the brand will be the weapon that the hero can use to kill off the monster or the sidekick that supports the hero in his monster slaying battle. For example, in the Solvil et Titus ad above, the watch is “the inspiration of love” (tagline by Mike Chu). It helped the two lovebirds to mark (engrave) their love for each other, overcoming even death and separation. It then hands over the story to the audience to go create your own love story using the watch as the symbol… potentially challenging the market for rings! Unfortunately, back in those days, campaigns are essentially just ad campaigns. There is no expansion of the story world.
Something we will explore in the next post in Part 3.