Athlete passion as brand metaphor from @mondo_duplantis

A narrator poses the question 'What is passion?' and connects it to the brand values of the grocery store Lidl. The video then follows professional pole vaulter Mondo Duplantis as he prepares for and executes a dramatic jump over a high bar constructed entirely from Lidl products, using his athletic dedication as a metaphor for the brand's commitment. After successfully clearing the bar, he lands and eats an apple, followed by behind-the-scenes footage of the crew celebrating the successful stunt.

Creator: @mondo_duplantis on Instagram

Video format

Cinematic Trailer

Video outline

  1. Pose abstract question
  2. Connect question to brand values
  3. Introduce human challenge
  4. Execute spectacular feat
  5. Reveal authentic reaction

Hook overview

Opens with a broad, philosophical question to establish a high-concept theme and engage the viewer on an emotional level.

Title hook

The Jump of the Year

Verbal hook

What is passion?

Visual hook

A dramatic, low-angle close-up of an athlete's determined face, followed by a quick cut to a rack of hurdles, establishing a high-stakes athletic setting.

Hook strategies

  1. curiosity-open-loops
  2. transformation-payoff

Payoff

Connects the protagonist's successful feat and authentic emotion directly back to the brand's core message, creating a powerful thematic synthesis and reinforcing the initial brand manifesto with proven action.

Narrative framework

The Metaphorical Feat

Narrative framework logic

To personify an abstract brand value (e.g., passion, precision, strength) by having a relatable expert perform a spectacular, metaphorical physical challenge that visually represents that value.

Narrative framework breakdown

  • frameworkName: The Metaphorical Feat
  • frameworkType: Standard Narrative
  • coreLogic: To personify an abstract brand value (e.g., passion, precision, strength) by having a relatable expert perform a spectacular, metaphorical physical challenge that visually represents that value.
  • confidence: 95
  • pendingStatus: created

Topics: Brand Marketing, Sports, Athlete Journey, Food

Concepts: Brand Manifesto, Analogical Definition, Challenge

Formats: Cinematic Trailer

Elements: Voiceover, Slow Motion, Speed Ramping, Montage Editing

Account types: Brand, Personal Brand

Transcript excerpt

What is passion? At Lidl, passion is the driving force behind what matters to us. For variety, for brands and our own rank. For their quality, for their affordable prices, for their freshness, for a conscious and healthy diet, for a better life, a passion for moving mountains to offer everyone exactly what they need, even those whose passion calls for something truly special. How are you feeling? I'm feeling quite nervous, actually. His passion drives him to take on challenges and push boundaries tier and time again. Good luck. To never give up and to push beyond his limits. And when he takes a step back, it is only the run up to try again. Until it's perfect. At Lidl, we put this into practice every day, and better, show our customers what's possible when you believe in your strength. Yeah. That was probably the scariest thing I've ever done in my life, actually. Passion is more to value. Lidl, more to value.

3,940,850 views