7 basic plots in storytelling

Some advertising "creatives" applied Christopher Booker's "Seven Basic Plots" ideas to the advertising world and give some examples.  (The AdWeek page takes FOREVER to load because of all the YouTube videos)

7 Basic types of stories:

1)    Underdog: Overcoming the monster

2)    Rebirth

3)    Quest

4)    Journey and Return

5)    Rags to Riches

6)    Tragedy

7)    Comedy

 1. Overcoming the Monster. This type of story goes back through Beowulf to David and Goliath and surely a lot further than that. It's the classic underdog story. Ad examples include Apple's attack on Big Brother in "1984" and American Express's attempt to dent the dominance of Black Friday with Small Business Saturday.

Example: Apple's ad from 1984: