Never underestimate the power of having an enemy to unite people. And certainly never underestimate how much the underdog brings people together.
Chrysler did this really well at the Super Bowl with this now famous advert featuring Eminem. Watch it:
One commentator on this video, seeing that 1,586 people had disliked the video, wrote “1,586 people have no soul”. It’s such an evocative video, and this is because it unites people in their oppression, their story of “going to hell and back”. Being the underdog and having a battle to fight unites us.
The key line? When discussing the stories being written about by them “in the newspaper by people who haven’t even been here and don’t know what we’re capable of.”
Boom. That’s it. If you ever want to get people’s juices running, use the word we and get the infamous they to question our abilities.
I knew this would inspire you today because you’re also someone telling a compelling story, and we need you not to quit telling it. And I say this because the Friends here know that we’re in the habit of creating stories when others say we can’t.
(See what I just did 🙂