Superman. Wonder Woman. Captain America. None of them an anti-hero.

Heroes, all. Multi-dimensional? Not so much.

They stand for good. They fight evil. But they belong to a different era.

The Dark Knight. Tyler Durden (Fight Club). Lisbeth Salandar (The Girl with the Dragon Tattoo).

Anti-heroes, all. Multidimensional? Absolutely. And they reflect today’s modern ethos.

The reason anti-heroes are more interesting in today’s complicated world is they access more facets of our personalities, striking deeper chords with our emotions.

So what’s your brand’s story, does it include a hero or anti-hero?

There’s a mess, you address it, like the Brawny man swooping in to soak up spilled milk? How many ads use this formula? How much do they resonate with you?

Is it possible to tell your brand’s story using a different story structure? Bud Light has been doing it for years with tremendous success. Think how much you enjoyed seeing the lizards kill the frogs for the first time.

And recently, Cheetos used their cheetah as anti-hero that’s clearly not there for everyone’s benefit. Tell us what you think.