Abstract
Purpose. Adapting and retelling stories has been a common cultural practice since the origins of civilization, growing increasingly prevalent across contemporary media. Yet rarer forms of adaptation, such as television series based on advertising campaigns, remain largely unexplored. This study aims to offer an interdisciplinary approach to this phenomenon, combining the frameworks of advertising, adaptation studies, television studies, and screenwriting theory. Methodology. To better understand the intricacies of this specific type of adaptation process, a case study has been selected: the series Ted Lasso (2020–present), which originated from an NBC Sports marketing campaign featuring the branded short films An American Coach in London (2013) and The Return of Coach Lasso (2014). A comparative textual analysis has been conducted, focusing on two narrative categories drawn from screenwriting practice: premise and character development. Results. The findings of this study reveal that, conditioned by their much shorter length, characters in advertisements need to be easily recognizable, based on distinct archetypal traits. On the other hand, long-form serialized storytelling provides more time to develop characters, their arcs, and their conflicts, hence necessarily requiring more complex characterization, as well as a wider tapestry of storylines. Novel contribution. This research offers key insights into a type of adaptation that has been overlooked, filling a gap in the literature and effectively widening the scope of adaptation studies. The article has also identified notable preexisting adaptations based on advertisements, shedding light on common traits that tend to characterize these retellings, and opening promising new avenues for future research.