The Underdog

The underdog story in America is not just a classic trope- it’s one of the most relevant narratives in the American psyche.

We ARE underdogs. From the very beginning of our history 200 years ago, we were rebels, the outcasts, forced to make the most of things and rely on our wits and God to succeed. We are a young country. We developed quickly. Entrepreneurs with ideas and products who could strike it out on their own found success. In the very budding infancy of society, everyone had a say.

Stories that hero the underdog strike our hearts. We want the weak to succeed, the unwitting to get lucky, the misfortunate to find fortune- these stories ring true. In America, everyone is the hero of their own story. There is a high sense of individuality and ability to affect your own path. Your choices are your own, and, if you make the right ones… if you work hard enough… you may succeed. Every American, even given resources and opportunities, feels like an underdog striving to succeed.

So what marketing campaign would resonate with the American consumer?

A product that enables them to succeed. A product that gives them autonomy. A product that elevates you to success. A product that might not seem much, but will win in the end. This is the underdog story.