what is going to happen. Humans are hardwired to tell and hear stories. For more than 100,000 years we have used story structure to process the outside world. My colleague Khai has written memorably that, “Man is a storytelling ape. He understands the world through story, and this is the way to move him.” He points to the critical importance of what Coleridge called the “willing suspicion of disbelief” when we enter a story world. We accept the rules of the story, and seeing those rules play out enhances our pleasure. We expect a good story to have a beginning, a middle and an end. Great storytelling in advertising always does. We recognize similar plots – in Beowulf’s case, it is the Quest. We meet similar archetypes such as the Shadow, the enemy.