The Science of Advertising Show
The Science of Advertising Show
#2 COVID-19
Hungry Jacks | COVID-19 | Cadbury
Today we are looking at all things COVID-19 and discussing some campaigns that have gone during lockdown. We'll be looking at Hungry Jacks and the infamous 'Mouldy Burger'. Then we'll take a look at a montage of advertisements released during COVID-19. Lastly, we're diving into our Classic Creatives and taking a look at the classic 'Cadbury Gorilla'.
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The Science of Advertising Show
Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.
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If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/
00:00
well welcome to episode 2 of the science and advertising the show we talk all
00:04
things neuroscience memory and effective communication
00:07
today's panel we have dr. jeredy Cooney Horvath a one-man panel the preeminent
00:13
expert in the field of Education neuroscience for the focus of learning
00:16
memory and attention and myself your host Jonathan Rowley
00:27
today we'll be looking at we're a little bit delayed because we've had lockdown
00:32
measures we've had covert 19 it's been spreading throughout the world and
00:35
especially Australia so we have been on lockdown message took quite some time so
00:38
we've actually been released into the wild and we're here today to talk
00:43
through a couple of campaigns that went live just pre covered and also discuss
00:47
covert 19 what was happening in the advertising market so today we'll be
00:50
looking at Burger King and the infamous moldy burger we dig into was it
00:56
effective was it not and we're looking into the science of that the other
00:59
campaign we're gonna be looking at is what advertisers are doing in the
01:03
current market there have done with covert 19 and coronavirus what do they
01:07
put out to market and some interesting insights there and then we're going to
01:10
jump into one of our classics so we're gonna have a look at a very famous
01:14
creative so we're gonna look at the Kabri guerrilla and a bit of fuel
01:19
Colin's there and blast from the past second-last from the past so very famous
01:25
creative but why was it so famous why was it so effective will really be
01:28
drilling into the detail and what key learnings can we take away from that so
01:32
first of all the moldy burger burger king let's jump straight into it and
01:38
have a look what was produced a few months ago by Burger King and what went
01:42
to market
02:02
wonderful
02:05
Lilla
02:12
what a difference our day may I know in my heart the
02:22
differences you
02:29
all right so dr. Jared I have some very strong opinions on this but I'm very
02:35
keen to hear your thoughts cause we had some quick discussion we actually I
02:39
think we're aligned in some ways but we see I'm holding I'm holding on to a
02:43
secret so why don't you start by tackling this and there ought to jump on
02:46
your back Coca Cola so for me there's kind of a few things to consider
02:50
so one they're going quite aggressively at McDonald's you know looking at the
02:53
Big Mac in their burgers and literally you can pick up a burger ten years later
02:56
and it looks very very similar thanks to a lot of preservatives so for me I can
03:00
nearly see how this unfolds it both a brand and a marketing an exact team
03:05
level you know they've got this new idea we've got no preservatives how we gonna
03:08
go out in a big bowl brave way then all of a sudden the marketing team and the
03:13
ad team are working together and they come up with a concept how about we show
03:17
a burger that actually deteriorates and molds and you know it turns into this
03:21
really sort of hideous mess it demonstrates that we don't have any
03:24
preservatives and that really helps tells our story and then they're going
03:27
to the exact team the exit teams like I'm really nervous about this because no
03:32
brands no food brands especially want to promote an image that will potentially
03:37
really put off consumers you know and have that physical reaction that it
03:41
elicits so for me you know there's kind of an agenda there by the marketing team
03:46
and the advertising team to really go out in a very bold way and create a name
03:50
for themselves because there's very it's rare that you had an opportunity to do
03:54
that and for them to actually I think they're incredible salespeople to get
03:57
this across the line first and foremost so doing something like this you reckon
04:01
is more important or bigger for the marketing company than the brand it's so
04:05
Oh hundred percent you you see that you see and this is where the diversions
04:09
come in in market you've got a lot of creative directors and a lot of
04:13
marketers that absolutely love this because they love the big idea and and
04:18
all of a sudden everyone that's been involved in this campaign has become
04:21
pseudo famous because every element community is talking about it so they're
04:26
their stocks have risen quite dramatically as a result we're like the
04:30
Jay a couple weeks ago we're talking about that ad that had Jason wama and it
04:34
felt more like an ad for him and for the thing he was African descent so this is
04:38
really an exercise by the marketing company
04:42
to say look at what we can do as a marketing company and most marketers
04:45
wait there for the opportunity and this is their opportunity to actually
04:47
leverage this so then I come up from a revenue perspective how effective was
04:52
this what is actually meaner and more so what a consumer is going to do as a
04:56
result of it so for me I think there's some incredibly clever thinking that's
05:00
gone in behind it you know first and foremost and I'll actually think there's
05:03
some genius there because you go how best can you articulate this message
05:07
that there's no preservatives you know it's a challenging messaging line that
05:11
that would have been in the brief do you know and to show a burger that literally
05:15
molds and decays you know over a thirty four day window which it was shot by our
05:19
time-lapse you know incredibly clever to demonstrate the key message that they
05:24
were looking to promote in a big bold brave way so in terms of the creative
05:29
agency they've actually delivered in four in terms of the idea but for me I
05:33
look at from a consumer and majority of our decision-making is unconscious it
05:38
sits in our reptilian and mammalian brain you know an Olympic system and
05:42
this is where you see an image and you've just got the immediate emotional
05:46
response that you have to it so for me the immediate emotional response is that
05:50
of repulsion rather than you know an association of desire happiness you know
05:56
appetite that you know that's elevation yet I just want to eat that burger yeah
06:01
you know for me it was even interesting looking at the creative that the The
06:04
Hungry Jack's or the Burger King logo you know was actually black-and-white
06:08
wasn't branded in color so they've kind of shied away from really owning it
06:12
quite reverently as well the Burger King out of David Burger King logo and it's
06:18
quite small and it's quite subtle so they didn't really want to associate
06:21
their brand and logo or their branded IP with the mouldy Burgas I think there are
06:26
also conscious of that but then for me this is where the big challenge is
06:31
you're relying on consumers to the logical logically think through this
06:36
going oh that's a moldy burger why is it a moldy burger aw it's a moldy burger
06:41
because there's no preservatives do you know because it's got no preservatives I
06:45
want to go and eat a Burger King whereas to me that the immediate memory
06:49
Association is moldy burger it's fruit - Burger King that is now locked but for
06:55
me I'm actually really because you're holding out on me like
06:57
what are your thoughts so yeah I think you've totally nailed it um let me just
07:02
real quick did you like the ad or do you think it was ineffective so if you were
07:08
to give it a thumbs up or a thumbs down what would you say I think in terms of
07:11
the amount of attention at God and free PR and press and advertising and the
07:17
commentary around it it was a phenomenal success so from that perspective
07:22
perspective huge win but in terms of revenue through you know the doors
07:30
increasing their customer base for me that's the real measure of success that
07:35
is a massive question mark I have and we'd love to dive in to see what impact
07:39
did it have cuz like you said it was probably if we could look at the revenue
07:42
for the marketing agency probably through the roof hey we got new clients
07:46
everyone loves us but what did it do for Burger King did it work just like you
07:50
said so I I think you laid out all the perfect arguments for why it should have
07:55
worked why it didn't work now all you got to do is and this is what my first
08:00
degree was in film so this is back when I was gosh 18 years old and I just
08:03
remember the best thing my film teacher ever said to us was so we'd pitch our
08:08
ideas and he would always listen he'd say that's a really good idea how are
08:13
you gonna turn that into a movie and you have there's where we really started to
08:17
learn that a cool idea is a cool idea but now you have to draw it into how do
08:20
people think how do people learn how do people remember you've got to make that
08:23
cool idea an actual usable complete product moldy burgers a cool idea what
08:30
they needed was someone to sit down and say great idea how do you turn that into
08:34
an actual campaign and that's what no one did so think about it how do we make
08:38
it a campaign you just hit all the right things our natural instinct when we see
08:43
mold is revulsion because mold makes us sick see mold it's sick we could
08:49
cognitively work our way through that and go okay well mold might actually be
08:52
good and stuff but like you said most people aren't ever gonna do that so how
08:56
do you circumvent a natural reaction you bring in a secondary natural reaction
09:01
that sits above that so in this instance we could have had a number of other
09:04
things including expert opinion what if you had an expert talking over
09:07
discussing mold you go watch it they just come out with a
09:10
documentary a couple months ago called fantastic fungi you watch that and then
09:14
watch this commercial you will love mold because you learned all about the depth
09:18
and mold and now you've got a great response towards mold it's how do you
09:22
change the underlying immediate response so the big thing they could have done it
09:26
in two easy steps two things missing give it to me
09:29
well let me say three things missing step number one distinction bias that's
09:34
what they missed here so when you say distinction boss just for everyone
09:38
that's tuning in what do you mean when you say distinction boss so human beings
09:41
we nothing sits alone with us we only know something is good bad right wrong
09:47
hot cold on off when we can compare it to something else there is no such thing
09:52
as a stand alone stimuli everything we do is a comparator to something else so
09:56
when I tell you that my product is ten dollars who gives a rat's ass I don't
10:00
know if that's good bad right wrong or and different but if I say mine's ten
10:03
dollars and everywhere else is selling it for a hundred now you have a
10:06
distinction bias oh it's less than that or if I say it's
10:09
ten dollars but everyone else is selling it for one dollar oh why is it so
10:12
expensive just I need something to bang it against nothing on its own matters so
10:18
we said do we do this research all the time and science
10:21
give me three bowls of water the middle one is warm left ones cold right ones
10:24
hot and you can do this at home right now put your hand one hand in the cold
10:28
one hand in the hot let them sit there for about a minute and put them both in
10:31
the warm and you'll notice even though it's one temperature both your hands
10:35
register are completely different because it's comparing it to where it
10:38
was before here we don't have a distinction bias all I see is moldy
10:43
burger which is gross but if the point you're trying to make is the mold is
10:48
good and no other burger is gonna give you mold because you have preservatives
10:51
you need to run a 34 day time lapse on a Big Mac from McDonald's and show that it
10:57
ain't changing at all so now we have a distinction where the mold is different
11:00
than something else now I can start to say okay this why would this be good or
11:04
bad so step one distinction bias bring in something to compare it to step two
11:09
you preempt this whole commercial so this this whole campaign needed two
11:15
steps step one was a whole set of commercials that just show things
11:18
molding with an expert talking over it like distinction bias here's
11:23
tomato that doesn't mold here's one that does and the expert then runs over it
11:28
saying other mold is a powerful thing because it demonstrates health look we
11:33
put mold on this tomato and it won't eat it because preservatives are unnatural
11:37
they will kill the mold so you have six months or I don't know whatever six
11:41
weeks of building up where you don't even show your burger you're showing the
11:44
ingredients of your burger a tomato a lettuce leaf a piece of cheese just the
11:49
bread one's molding ones not with an expert saying the mold is good then you
11:55
bring in the complete burger for the second part of the campaign boom left
11:59
side of the screen nothing's molding yours molds now I've got a distinction
12:02
I've got an expert I've you've trained me to recognize that mold is good for
12:06
food step three how do you end the commercial you reverse the clock so the
12:10
last image I see isn't a moldy burger it's your healthy burger today love so
12:15
the last image can't be gross the final image when it's gross I tap in I go I
12:20
remembered all these build ups oh great reverse it let me see it healthy again
12:25
and say come and get our good preservative-free burger they had it
12:29
they just didn't think their way through it to make it a powerful enough ad to
12:34
make me actually want to go out and buy this burger does that Zek so step one
12:38
distinction bias mold is only bad or good when I have something to compare to
12:43
so give me a comparator - you got a trained me you got to prep me for this
12:46
don't just show me your product gross he Smeal it he Smeal it out bring it
12:51
together and finish on a high note not on that so you know I thank you cuz
12:57
that's amazing insight because for me I was I was very adverse to it because all
13:00
I was saying is the correlation and the code that happens between the moldy food
13:06
item and a branch do you know what I mean that's what's it's wearisome a it's
13:10
nearly now you've got there's a pre-work like it's a longer narrative so we
13:14
actually need to prime the audience that mold is great and why is mold great so
13:19
there needs to be like a prime or narrative building up to it then you've
13:24
different yeah like you were saying my natural reaction is reversion cool spend
13:28
a couple weeks giving me a secondary reaction teach me that it's good and
13:32
then do what you want to do with it and then I love the reverse the fryer
13:36
you know and I mean so the last image that you're left with is a really
13:40
appetizing and you know if you're looking at the marketing textbook or the
13:43
advertising textbook for anything food or beverage it's an image that Alyssia
13:49
elicits literally like a saliva gland starting to you know really appetizing
13:54
type of reaction rather than one that's your pulse so amazing insight and thank
14:00
you for leaving me hanging because that makes a lot more sense now but yes could
14:03
have been good it was a good idea I just wish they had my film school teacher to
14:07
say cool idea how do you make that into a movie what do you got to do with it
14:11
now absolutely love it all right big one by the voice distinction bias this is
14:16
one thing to look at of moldy burger but if they would have put that next to a
14:19
burger that's not molding now you how do I got something to balance it against
14:24
mold on its own all I got to do is to think about my past so it's like I have
14:28
to add the distinction so anytime I've seen mold it's nasty you got to give me
14:32
something that compared against ten dollars is only expensive when
14:35
everything else is $1 mold is nasty you give me so I think that was in essence
14:39
was a challenge that the image of mold our natural reaction which is very
14:43
unconscious is to run away from it and not put that anywhere near our mouth you
14:47
know and that's kind of the challenge which is why they've also gone out with
14:50
it because it's very bold and then some literally the antithesis of what the
14:54
marketing textbook is or the playbook is for food and beverage
14:57
I reckon they miss that if you would have shown me a McDonald's burger over
15:02
there's time span of 30 days and it looks exactly the same
15:05
that would be revolt repulsive that would be revolting to me that's disgust
15:09
but then it would also go to the type of clientele that goes to some of these
15:12
institutions do you know what I mean their primary concern may not be health
15:16
and nutrition yeah yeah so are you even talking to the right audience is the
15:20
right message for the right audience so there's also that to consider as well do
15:24
McDonald's customers actually give a [ __ ] that their burger in 30 days still
15:29
looks exactly the same as what it did all the preservatives it's right who
15:33
cares about preservatives might be people who would care too much to even
15:36
go to my god so do you even have the right communication for the clientele
15:40
that's coming to your institution dad I hadn't considered that's that's interest
15:44
cuz you're absolutely right people who you would assume on the preservatives
15:48
and organic foods and stuff that's who would love that commercial
15:53
who would say look at the mold that's healthy that's great that's awesome or
15:56
not the kind of people who go naturally youtuber totally so then you but are you
16:00
trying to attract a different clientele that you are your typical Burger King
16:06
customers going hey now we don't have preservatives in our food maybe you
16:10
should consider us you know because it is fresh produce as such Oh
16:15
see now see this is why I don't know the Mart you know the marketing but that's
16:21
such an awesome idea is that how do you attract someone like my wife if the
16:25
entire point of marketing is so you've got your customer base keep them happy
16:28
but we got to draw more how do we draw on people that we know won't come to our
16:32
restaurant we tap into their desires they won't come because I think we're
16:36
unhealthy but still and if that was a strategy very clever but then you've
16:41
also got you've missed that loop in both the priming in terms of the education
16:45
but then you've also got the association between now the the brand that it is and
16:51
mold which is not a great Association to have so I think there's still a several
16:55
areas that needed to be sort of addressed but very close but for me the
16:59
amount of PR press and publicity at God is huge it's worth it was worth it but
17:04
we'll change gears slightly now let's talk all things advertising and covert
17:09
19 there has been a lot of brands that have come out and market with new
17:13
updated messaging trying to be relevant to the change in market which means
17:19
isolation ISO life so what does this mean well let's just have a quick look
17:24
at a compilation of a variety of ads that have gone to market during covert
17:29
19 and what they've been saying
18:15
when we first opened our doors since 1926 since 1978 for 60 years for 75
18:22
years for over 80 years in 90 years over 100 years nationwide has been on your
18:27
side restaurants have always been there for
18:29
you Nissan has been with you through thick and thin we will do what we've
18:33
always done take care of people we're people people people people people
18:38
people the family family family family family family family family family
18:43
families our families families even now especially now especially now right now
18:49
now more than ever more than ever today more than ever today more than ever in
18:54
times like this at times like these during these difficult times in these
18:58
troubled times and challenging times trying times in these times of
19:02
uncertainty during this time of great uncertainty during these uncertain times
19:06
during these uncertain times at on certain times and uncertain times
19:09
uncertain time unprecedented times unprecedented times unprecedented times
19:15
is unprecedented moment in our history time of social distancing while things
19:19
have slowed down as we turn more inside while the doors may be closed while the
19:24
distance between us has gotten bigger the more we stay apart we still find
19:28
ways to stay close even when we're apart even if we can't
19:32
stand closer than six feet we can all stay connected to work school and most
19:36
importantly to each other there's still ways to talk to each other
19:40
all without leaving the comfort and safety of your home without leaving the
19:43
safety of your home from home home home home home home that's the key Buick and
19:52
GMC are here to help con Edison is here to help here to help our teams are here
19:57
we are here we're here we are here here for you here for you we're here for you
20:03
we're here for you we are here for you we're here for you we are here for you
20:07
we'll be here for you Runnings is here for you we're still
20:11
here for you we're with you we're part of your community so you can
20:15
trust us you can count on us and we'll get through this together together
20:21
together together together together together together together together
20:26
together together together together together together and together together
20:31
together together together together together together together together
21:06
Master Card alright well I might just step in here and I'll just give a bit of
21:13
perspective from brand and advertisers and what happened behind the scenes so
21:17
we had this conversation with many many of our clients they were coming to us
21:21
going changes this is a change of market this is a change of play consumer
21:25
behavior is not what it was a few weeks ago we need to communicate to them on
21:30
their level and have a huge amount of empathy how do we do it so for me I got
21:36
it but the challenge from both a creative and production and pulling
21:40
something together is one we don't have access to talent or film crews to really
21:47
really short deadlines they want to mobilize this in a week or two so we
21:51
literally had to get scripting ideas and everything else together without access
21:55
to film crew or any sort of staged production so our options will literally
21:59
use what's in the can what have we got historically or what can we get you know
22:04
either paying for licensure or license fees for specific footage and then
22:08
you've got the narrative and a lot of brands wanted to tell their brand story
22:12
do you know so for me I've just got a couple of interesting outtakes which you
22:16
can see through this so the structure of most creatives have been show some
22:20
imagery that connects with the audience that empty streets empty offices empty
22:25
stadiums empty roads then it's going how long you been in business since 1978
22:29
over 18 years people family then it's right now difficult uncertain times and
22:38
then the distance between us you know there's a gap there's a void and then
22:42
that sort of is how it all finishes up and for me it's really intriguing
22:47
because it's literally a lot of the branded work they have done has been
22:51
neglected they don't reinforce and remind any of their historic branded
22:55
structure so you could literally lap slap any logo on that particular
23:00
creative and it could have done a job was that a General Motors ad was out of
23:04
for dad was that a Chevrolet ad it doesn't matter because it all could have
23:07
looked the same and this is now even worse than that
23:12
that so many ads going to market all sound like a musical ballad that sits in
23:18
the background with a voiceover with this imagery they all look sound and
23:22
feel exactly the same so if we go to our two primary tenants in terms of what is
23:29
effective especially for memory first we need is attention the second is simple
23:33
so if everything is sounding the same you're not getting any attention at all
23:38
so it just blends in with the rest of the noise so incredibly ineffective for
23:44
your particular brand even though the brand managers are sitting there giving
23:48
everyone else in their team a high-five and a slap on the back going how amazing
23:52
a way where empathetic we're connecting with the market when the reality is
23:56
their market is not even picking up on their radar thing they're not even
24:00
noticing the ad but yeah canteen can to get your thoughts so I see I think
24:06
you're spot on the way it's been laid out does nothing
24:10
to grab attention does absolutely nothing to build memory does absolutely
24:13
nothing to establish any thing in my brain or noticing it's like the entire
24:20
world is just trying to fly under the radar and I completely get I've been
24:25
thinking about this quite a lot over over the last couple days I get it
24:29
during a time of crisis you don't want to be seen as that company that's like
24:33
hey come by my car come do this and walkie me and a.22 ha ha ha where's a
24:38
crow on my shoulder what how crazy cuz ain't nobody got time for that when
24:45
human beings are under stress when we're under threat we will take anything that
24:50
makes us feel uncomfortable and assign that to the threat you now become part
24:54
of the problem leave me alone how dare you try and get money when people are
24:58
dying over here so I get this I don't want to say a version but desire to just
25:06
coast to just be like it's all cool it's all good we'll come back sooner or later
25:11
how do you then establish an identity during a time of crisis I've been
25:16
thinking about this you don't I the first I totally agreed with everyone in
25:22
the world who said ok this this was a bad move
25:24
for memory but an interesting thing about stressing crises once you so
25:29
chronic stress once you hit about three or four days of the continuous stress
25:34
response your memory machinery by and large shuts down the cortisol the major
25:39
stress hormone sits in your hippocampus which is we'll just call the gateway to
25:43
memory so you want to remember anything that information has to go through your
25:46
hippocampus at around day three or four of stress cortisol starts to kill your
25:51
hippocampus it starts to turn it off and the reason being that your brain assumes
25:56
that once stress hits a certain length you're helpless there's nothing more to
26:00
learn you are in a helpless situation in which case remember nothing until it's
26:04
over and then we'll bring you back out so always say if you step in a bear trap
26:07
and you know you're not gonna get help for a week you don't want a deep lasting
26:11
memory for five days of trauma you want no memory or light memory and then until
26:16
you're out and then the machinery comes back on it says okay back to reality
26:19
let's go kovat the last are the first couple months especially I would say
26:23
February March April or stress times nobody is forming memories anyway if you
26:28
come out with a massive campaign either you're gonna revolt people and they're
26:32
gonna automatically tie you to the negativity of the campaign or they're
26:36
not gonna remember it anyway so what are all these people doing
26:38
they're just posting they're just sitting memories will start to be made
26:43
once everything calms down once the stress response dies I actually think
26:46
we're starting to hit that spot now we crested this hill probably about two
26:50
weeks ago where things started to feel a little more normal now is when you want
26:55
to say I did something so the best companies are the companies like Dyson
26:59
which no advertising or anything but what did they do they built ventilators
27:03
at the time no one was thinking about it caring about it Weil just wanted to
27:06
survive but in hindsight we're gonna go back and we're gonna say okay which
27:09
companies actually did something Dyson did something this company do there's a
27:15
company in UK that turned there I think it's um no what is it bull burry is that
27:21
a clothing company Obree Burberry Burberry that's the one I don't you tell
27:26
I don't wear clothes Target Burberry chain turned one of their factories into
27:33
doing nothing but making masks and gowns for patients now that our memories are
27:37
going to come back online and we're gonna look back we're gonna
27:39
say that was good work damn those companies did some work high-five for
27:44
them that wasn't a brand it wasn't an advertisement it was an action that they
27:48
knew at this moment we're not ready to think when we are ready to think again
27:52
we're gonna think back and go good work so as Soares as first I was thinking all
27:56
these general advertisements were useless now I'm sorry to think no
27:59
they're actually playing the right game at this moment you don't want to stand
28:02
out because if you do you're just gonna be linked to a horrible time in
28:06
somebody's life you want to coast and you want to turn it back on once memory
28:10
and people start to feel normal again say this is super interesting because
28:14
we've done a lot in terms of historic especially looking at recessions and
28:17
even depressions yeah and a lot of phenomenal brands advertised quite
28:22
aggressively during these times for several reasons one people had more time
28:26
on their hands you know so though consuming more media so many consumption
28:29
went up yeah the cost of media plummeted so 20 or 30 cents in the dollar so a
28:35
beautiful mix if you're looking at efficiencies that's if you have the
28:38
financial resources to go to market so during the times it actually helped them
28:42
you know during these tough periods hold market share but then as soon as they
28:47
came out of them they just skyrocketed and they took market share like never
28:51
before so this is really interesting especially with several of our clients
28:55
as soon as the curve had really startin to flatten and the narrative and the
29:00
dialogue and market was more around when are we opening up things what's
29:03
happening to school you know homeschooling sucks we need to
29:07
get out do you know we need to get the economy going again this is more of the
29:10
like the narrative that's going on around us rather than it's all doom and
29:15
gloom we're all gonna die you know let's insulate ourselves and wear masks you
29:19
know so as soon as the tie log and the commentary in media was more around
29:24
what's happening when are we going to get out of isolation yeah we actually
29:28
started to see both leads from clients naturally jump yeah you know but media
29:34
is still incredibly cheap and you know the market is very favorable in that
29:38
perspective but now it's interesting that you say that as soon as cortisol is
29:41
no longer present that's when people come in restarting and they're coming
29:45
back online but he kind of nearly need to keep your powder dry a little bit for
29:49
that moment and just look everywhere or depression you've got the period
29:54
where people are in panic they're in fear where am I gonna get my next meal
29:57
how am I gonna have my family all these type of conversations but as soon as
30:01
that becomes the norm or they can see their way out or you know that the
30:07
incredible fear of stress is no longer present that is your opportunity to go
30:12
quite aggressively is that too hard and that's what if you could and I this is
30:16
now you got a prediction which is one of the hardest things in the world but if
30:20
you can predict when you're gonna calm when things are gonna calm down you hit
30:23
that sweet spot where memory systems come back online so it's a once you
30:28
press that hill and people are the panic is over the cortisol is done the stress
30:32
is done things are still cheap you're the first one out of the gate screaming
30:37
look at my tutu look at my thing and in that moment that's when people are
30:41
exactly we want a tutu we want a thing you hit you find the right sweet spot to
30:45
be the first to jump in at a cheap level there that's the creme de la creme it's
30:50
fascinating because exactly the same as investing you know as a markets
30:53
plummeting and I've had a lot of people come to me going he going all in the
30:56
market when are you buying and I'm just like well I'm not buying anything at the
31:00
moment because I'm not sold that we're even close to the bottom yeah you know
31:04
we've seen a big jump and you know that's nearly correlated with the
31:07
consumer sentiment yeah but you know as an investor the last thing you want to
31:10
do isn't invest where you're not you don't know that we're coming out of it
31:15
I'd rather go hit the bottom and then we've jumped by five or ten percent you
31:18
know and then there's some sort of sentiment there and you can jump then
31:21
you can actually go in and rather than going time it perfectly this is the
31:24
bottom you nearly need to to wait for the market to shift a little bit you've
31:29
got the financial resources then to go you know what's good that what's
31:33
interesting is the marketplace is at lags
31:37
it's when you talk about economics and stuff that kind of all stands on its own
31:42
world and that's why it's hard to predict economics fluctuations and stuff
31:46
human sentiment is very easy to judge because we can feel it now a lot of
31:51
people don't talk about this we know this in our work but we don't quite know
31:56
how to handle it yet that human contact is everything we can read each other's
32:01
emotions we can feel when someone says there's a vibe in the room
32:05
it's a very specific thing we don't know what it is yet but we know it exists so
32:09
we're trying to find ways to describe it through mirroring each other through
32:13
interpreting each other's body language but it could be I don't know where
32:17
emanating force fields that everyone can feel who knows what but we do know it
32:21
exists you know what the world feels like which means you can ride feelings a
32:27
lot faster than you can ride money or some obscure abstract concept of wealth
32:34
you we can feel when the world changes and we felt it about I I could almost
32:39
point the day about two weeks ago when I looked at my wife I said it's over the
32:44
whole sensation of being in Melbourne just shifted almost overnight and it was
32:48
like now exactly like you said all of a sudden people started talking about do
32:53
we start to go back to schools when do we open the haircutting places when do
32:56
we open the restaurants again luckily since that's the crest for our feeling
33:01
for some reason you had enough stuff in the bank were you prepped were you like
33:04
okay we already have our ads ready to go we have this big one-month branding
33:09
thing and we're gonna do all this stuff and you just wait and you trust yourself
33:12
and you go it just happened didn't it and everyone agrees yep we're over it
33:17
get it out now when it's still 20 cents to the dollar when no one else is paying
33:21
attention when everyone else is still playing it safe
33:23
because they're or they're now saying okay how do we get out of this
33:26
you've already prepped for that moment but this is the other thing as well many
33:29
brands will wait too late they'll actually want to see the trio's I want
33:33
to see financial reports they want to see consumer sentiment where where as
33:37
for me going back to that point and this is like if you've got any insights
33:40
whether it's you know a machine based learning platform the actually measures
33:45
sentiment market where the emotion or the feeling has shifted that is
33:50
literally like your buy trigger to go back into the market while it still is
33:55
20 cents in the dollar not 40 or 50 or 70 when it's starting to rebound buying
34:00
at a very very low base which is 20 cents in the dollar when everyone else
34:04
is still sitting on their hands going I'm not sure it's the right time correct
34:09
you know I'm not sure and I think that hesitation will all be the catalyst for
34:13
you to miss out on what is especially in my opinion one of the most amazing times
34:17
for us brands to build and take market share
34:20
like never before but again you want to go very aggressively with the resources
34:25
you've got and there's not many brands out there with a huge amount of
34:28
resources yeah so super interesting but I would I would say to you I I think
34:32
another way you'll see this so go back to those commercials I promise you those
34:36
were made and came out during the time of peak stuff and so that's why we're as
34:41
naturally I'm like oh you just lost all recognition I'm totally fine with that
34:45
you already lost recognition anyway most people spent the last month watching
34:49
Netflix and so I'm just trying to like I did the tiger King one did you watch
34:56
that one yeah everyone was talking okay so we got tiger King we got watch in a
35:00
couple months ask yourself what you remember from tiger king and it will be
35:05
next to nothing the show itself will be next to nothing you'll remember a couple
35:08
of names you remember one or two scenes but it'll be gone we've just spent the
35:13
last month in a shell we put a lot of information in but we didn't for many
35:17
many memories for it so I was whereas initially I was saying you just wasted
35:21
your time you needed to do more now I'm going back saying no you recognize it
35:25
this is this is not that nothing is happening right now we're all in stasis
35:29
so why push during stasis wait till spring comes and we start to thaw and
35:36
now hit me yeah there's also I'm not sure if you've seen it there was a study
35:39
that's just coming out of was out of France in terms of brands that have kept
35:44
their original message yeah all the way through compared to other brands that
35:48
pivoted to a covert 19 message or what they find there was no difference really
35:53
you know the brands that actually kept their message do you know it actually
35:56
any better didn't do any better didn't know any more you know and I mean so it
35:59
was like really is just this black hole of time so the results were kind of
36:03
plateaued or flat do you know and it actually didn't show there was a
36:05
decrease in results or performance there was still the same sort of sentiment we
36:10
we get it in this is what I love very rarely have we seen it and I don't know
36:13
that we've seen it ever in our lifetimes on a worldwide scale usually you get it
36:19
on very small scales 9/11 the US had it some people didn't if you're ever going
36:23
through a divorce you got it but we just recognize where you enter into these
36:27
black hole times where life is happening but it's not really happy let me
36:32
this one aren't you then so say it's a product that normally gets great
36:37
traction with a sale like a 50% off or 40% off or some sort of value yeah so
36:41
the people that are in market and I get that there's a lot of people out there
36:45
with a high level of cortisol in their body but say they need a new product for
36:49
their home that they'll going to buy anyway and they need it and they've got
36:51
the resources to get it but you're still promoting it as a 50% off you know for
36:56
me I think that's an incredibly good thing because you're still helping your
36:58
consumer solve a problem that they've got you know and that's the message they
37:02
still want to hear whereas there's been a lot of people out there going I don't
37:05
want to promote a sale message you know because you know I don't want to feel
37:10
like I'm trying to sell it we'll all be commercial during these times whereas
37:14
the contrary view of that is there's still people out there that need a
37:19
vacuum cleaner that want 50 percent off because they're vacuum cleaner just
37:22
broke but then everyone else that thinks you're going hard at a sale message
37:25
they're not going to recall it anyway so then I then I'm like oh how do you
37:30
tackle that one so you've got to go it's know that's really do you go soft sell
37:35
message in that case in that case cuz you think about it especially with
37:38
everyone taking such a huge hit economically over the last couple months
37:42
the last thing you want is a sales message you don't want to be seen as not
37:46
recognizing what's happening in the world right after 9/11 you don't want to
37:49
be the one coming out saying get a vacuum you want to be the one to
37:52
acknowledge 9/11 and to help we've taken 50% off all of our stock or something
37:57
like that so it becomes a soft sell message which might still in that moment
38:02
help somebody make the right buying decisions guide them your way the one
38:06
thing you can't expect from that would be long-term memory formation for that
38:10
so I'm gonna go out buy my vacuum it could be a couple months later somebody
38:14
says where'd you get that vacuum and I just like you know I got her online I
38:17
don't really remember so it's it's it's enough during the time to get them in to
38:21
buy her things but you can't assume that that's gonna have the same impact as
38:25
general ads I think there's two conversations there you've got one it's
38:28
brand yeah and you've got another one it's generating revenue for your
38:31
business right now you know and if you need general you need revenue to keep
38:35
your business alive yeah you know what I mean you're still going to have to get
38:38
revenue into the business you can't go into hibernation for one month six
38:42
months two years do you know waiting for the moment where
38:45
consumers intimate changes if you're selling
38:47
vacuums you still have to sell vacuums yeah or your business won't be around
38:51
when we come out of it do you know so this is and I think this is a challenge
38:55
a lot of people are having they want to be empathetic to the market but then
38:59
they don't want to look and feel and sound outlander like bit like everyone
39:04
else in market that's been empathetic which means especially like we in direct
39:09
response to call it a grabber you know it's is the first three to five seconds
39:12
of an ad that you get attention again one of the primary tenets you need to be
39:16
successful if you don't have attention you know we're you know and that's kind
39:19
of like if you go very empathetic with a sale message do you know what I mean you
39:22
may not be getting attention which then you have a message there so this this is
39:27
where I think a lot of brands are actually really quite confused yeah how
39:30
do we play the current hand that's been dealt to us I need revenue so I need to
39:35
sell but they don't want to appeal like I'm being you know taking advantage of
39:40
the current market but right so you're at odds so you're right so the two
39:43
debates is one is the brand debate how do we maintain our identity without
39:47
looking like [ __ ] and two is the sales debate how do we sell to maintain
39:51
your identity right now you can't be crazy to get a sell you need to get
39:55
attention how do you get attention you have to break a prediction right now if
39:58
you break the prediction of this is all nonsense how do you break that
40:04
prediction what do you come out and say kovat is a myth ha ha or what did what
40:11
did Trump say the other day gargle with bleach ha ha I mean those messages work
40:16
but by being unpredictable you're actually pissing people off because in
40:22
this moment I don't want them predictable I want stasis I'm sick of 10
40:25
different government people telling me different things I want one common
40:28
message but then this is if you break prediction if you come out with a sales
40:32
message that you could have run pre prior to covered yeah it's actually
40:36
sounding very different to everything else it's in markers a lot of retail
40:39
over either shut their doors or so there's not a lot of retail message
40:42
going out now whereas if you go out with a strong retail message you definitely
40:47
break the prediction but then the challenge you have from a brand
40:50
perspective as you may associate your brand to a negative circumstance but
40:55
then for me if you're high levels of cortisol
40:57
doesn't matter it doesn't matter anyway so the only person people that are
41:00
actually going to be listening or taking in the communication are people that are
41:04
in market now that need a vacuum need a new sofa so for me I'm like to keep your
41:10
doors open and and everything else you need to sell product right now which
41:13
means you need attention but then more so than ever people are holding on to
41:17
their dollars so tight yeah that nearly the value that you had on the deal or
41:22
offer that you had pre covered needs to be exaggerated do you know so it's
41:27
nearly like you know normally we have a 50% sale but we know we get attention we
41:31
know you're doing it tough right now to help you through this we're offering an
41:35
additional 10% offer any purchase that happens during lockdown because the one
41:41
thing in that compilation no one was selling anything nothing was there was
41:44
no proposition was all brand yeah and I get it because the media would have been
41:48
booked there was delight in charge and everything else which is an option you
41:51
couldn't use but there'll be a lot of brands that go mmm I'll let's just
41:54
leverage you what I've got let us pivot our message to be more relevant but they
41:58
pull it back and this is funny because this is probably the exact same
42:00
conversation they were having a roundtable at this time and you see even
42:04
you and I were going up and down where sometimes you can break through
42:07
sometimes you can't and you kind of keep settling back on this middle ground
42:11
where it's like let's just be cool with everything because so if you're in the
42:15
middle of a crisis if you're in the middle of chronic stress one of the few
42:18
things to break through and take you back into gear are additional threats so
42:24
if I'm stuck in my in my bear trap and I'm having a good old I'm not
42:27
remembering much of anything until somebody comes with a gun and points out
42:30
of my face that's a secondary threat that's enough
42:33
to break through now I'm gonna remember this boom if the baseline prediction
42:37
during this crisis time is home relax family be cool I'll be happy to break
42:43
that prediction can't be nice the only way to come through that prediction is
42:47
gonna be a secondary threat and in which case that's where I see a lot of brand
42:51
saying well I don't want to be seen as a bonus threat I don't want to be I don't
42:55
want to break through your fog only be knowing the only way to really do that
43:00
is to scare the daylights out of you in which case now you're gonna hate me even
43:04
more it's like so that's why I kind of if you have the money like all these ads
43:08
did the UPS isn't I don't mind the the coasting I don't
43:13
mind you saying two months it's the safe option you know as a brand manager yeah
43:18
you know you might you've invested in your brand over 10 20 50 100 years the
43:23
one thing that you don't want to do is something that's going to have a
43:26
negative detriment to your brand so again I this is why a lot of large
43:30
brands will tend to play it safe you know because the last thing they want to
43:34
do is have a negative impact on their brand or Association rather than going
43:38
where's the opportunity an interesting one that's just come to me now was we've
43:41
actually had a brand that usually has very aggressive sale messages they're
43:44
pivoted to more of an educational product base do you know nearly a
43:49
motivational inspirational type of you know and it's demonstrating product and
43:54
how it transforms you know part of their house and other bits and pieces which
43:58
has been interesting it still hasn't worked and they're still not doing
44:01
anywhere near the same sales revenue they were prior but if you're looking at
44:04
all the metrics it's actually really encouraging because anyone that's in the
44:08
market for this particular product or industry is still going and doing their
44:12
research and they're moving in the funnel they may not be transacting now
44:15
but you're still getting their interest because there's a problem there that
44:18
they're looking to solve anyway but from a brand perspective it may not be there
44:22
but it's it's demonstrating something they may not have considered but so
44:25
you're not saying nothing you're but you're still saying something different
44:28
you're teaching them which is more than just saying hey we're in this together
44:32
we've been around for ideas we exist so you pivot and then now watch when you
44:37
pivot back to sales I actually reckon what we're back in the
44:40
time now for sales where I think especially in Melbourne what are we now
44:44
we're back we're coming to late April you know I saw it about a week ago where
44:49
it really started to shift and I saw volumes come back for a lot of brands
44:52
and a lot of brands were actually calling me going it's nowhere near as
44:55
bad as what I thought it was going to be everyone we felt it every human being
44:59
felt it and we all knew when it happened it was the ones that were ready prepped
45:03
and Artie had [ __ ] oh excuse me stuff in the can are we allowed to spy on our
45:06
clothes we can okay the people who already had [ __ ] in the can and said the
45:10
moments here go pop go are doing fine it's it that's what I think moving
45:15
forward my big takeaway is gonna be that during times of crisis memories are
45:19
already gonna be out so everyone's just in a
45:22
you'll know when the crisis is over not by metrics not through AI not through
45:28
statistics on CNN you're gonna know by philia you're gonna wake up one morning
45:32
and the world will feel different trust that instinct that is a thing so it's
45:37
nearly the brands that are more in tune to EQ than anything else are the ones
45:41
are gonna come out and talk because they'll be able to navigate through it
45:43
more intuitively then and the ones that trust it so you get a bunch of guys
45:48
around a table and right now all of them would agree oh it feels different and
45:52
then they'd intellectually debate so is it time now to jump in don't worry about
45:56
the intellectual debate if everyone around the table knows it's done if you
46:00
feel it act as though it's done which is so interesting because you've got your
46:04
you know your owner that's in a smaller it might be owner occupy that's also the
46:10
CEO they'll ultimately have the final say if they feel it they will take the
46:14
punt and they've got a higher tolerance for risk as well and we're seeing that
46:17
where they're getting more aggressive whereas if you've got the bigger
46:19
institutions that are governed by a lot of boards that are very much stuck in
46:24
head rather than heart and emotion they will wait and they'll delay because
46:29
there's risk appetite there but they also thinking their way through it like
46:32
you and investments they're gonna wait til there's enough actual hard data to
46:36
show me that the markets coming up now I'll invest generally the people who got
46:40
a big were the ones who felt it but this also goes through risk/reward brands at
46:45
a higher risk appetite read the play potentially better and going more
46:49
aggressively when they feel the shift where it's 20 cents in the dollar not
46:53
for the brands that are waiting till it's 70 cents in the dollar and the
46:57
opportunity has been missed and a good news report I like about this though is
47:00
is you can assume with a tragic with a crisis like this the risk is done even
47:06
if we hit a secondary peak and there's almost every chance to think we will we
47:10
will not hit the same stressor as we did the first time why is that because we've
47:16
been here before a stressor can only if this is gonna
47:19
sound horrible but if 9/11 would have happened a year later we would have had
47:24
enough emotional resilience and resources to deal with it differently
47:28
one of the things that makes a primary stress are so unique is usually it's
47:32
it's unprecedented its unknown and we sit we
47:36
do you remember when this first started coming out when nobody knew what the
47:39
heck was going on so for us it really hit late Feb and Hong Kong it was kind
47:44
of late Jay and I happened to be there when it was really going there and you
47:48
wake up and you just don't know what to expect you you feel completely I mean I
47:53
don't watch the news I haven't watched it for years I would watch the news for
47:56
about 6 hours a day cuz I just don't know what the heck is happening we hit a
48:00
secondary peak we'll know exactly what's happening we'll say oh this is the same
48:03
as before they're gonna put us back into temporary lockdown we're gonna have the
48:06
oldies stage 3 so the stressor won't hit anywhere near as hard which means I
48:09
would say once you feel this this first peak is down go to go to town hit it up
48:15
because even if we hit a second peak it's alright
48:17
or we're back online we're not gonna react the same way so you can just keep
48:20
on brand you can keep messaging and keep doing what you do it's fascinating
48:23
because if for me it's stress conditioning do you know it's it's like
48:26
the first time you jump out of a plane yeah you know you don't recall much at
48:30
all literally the the the cortisol levels as the stresses are so high that
48:34
it's literally just surviving to get through it
48:37
yeah well the time you've jumped out a hundred times of a plane you're so
48:40
conditioned to the stress that is actually just the new normal
48:44
do you know so you can actually navigate your way through it so for me and this
48:48
is like and this is to my point if you look at depressions or recessions you
48:52
know dot-com bubble you know no I knew what was going on for six months 12
48:56
months but the more they got used to this is the new environment this is you
49:02
conditioned to the level of stress you know and it's this would be interesting
49:06
in looking at World Wars and other things as well did people get more used
49:10
to the level of stress do you know then what they were previously and I think
49:14
that's very hard to answer because no one always actually here but you know
49:18
for me yo when do people get you know sort of acclimatize to the new norm that
49:24
for me then as soon as your cortisol is out of your campus then you can start
49:28
forming memory that is your opportunity as an advertiser or someone in brand to
49:34
get more aggressive as soon as that peak has really started to diminish and it
49:38
becomes a new baseline you may see the economic fundamentals not have changed
49:43
but in terms of the psychology of the people within your nation that is you
49:48
key metro rather than what's happening in the you
49:53
know the economy of the state apply because the stress may be out but
49:57
they're not spending as yet just but the spending will always come back it's
50:03
gonna be there so when was the right time to jump on so we call it by the way
50:06
it's it's the term it's habituation we have every animal goes through it once
50:11
you habituate to a circumstance you stop responding to that circumstance in the
50:16
same way right now we've all have bitchu ated tick Ovid so even if it comes back
50:21
in the next six months or habituated it's not gonna hit us the same way if
50:24
another disease came out that probably be a different stress aware now we don't
50:28
know how many people are dying we don't know how fast it's spreading we could go
50:32
right back in we don't necessarily carry our habituation across all stimuli but
50:37
in this instance I would say if you live in Melbourne at least or Australia is
50:42
this as usual now we're back love it so this is this is from the archives it's
50:48
the classic so this is one of the great ads that has been and gone before us
50:52
what can we learn before it so today we are looking at Cadbury not only just
50:57
Cadbury are we looking at the Cadbury gorilla gorilla roll it juju and now
51:03
like there's purple lines
52:51
so there we have it there we have the Capra gorilla with the famous fuel
52:55
Collins so Jared please talk us through thoughts on why this was such an amazing
53:01
and memorable ad two big reasons why well three big reasons why one you have
53:08
to go back to the time so looking at this commercial today you're like oh
53:11
it's just a funny little quip you got to remember when this was done funny little
53:16
quip commercials weren't popular they weren't the norm now everyone and their
53:20
mother just has funny dude dancing we're bird on the shoulder we're having a good
53:24
old time hey man that's so normal that now if we saw a grill to play the drums
53:28
we go cool and what did the wouldn't even garner alike back in the day when
53:33
advertising was at when this came out it was very much more specific especially
53:37
in the UK in here was more like Bunnings ads here's what we got here's what we're
53:41
gonna do so when this comes out boom I've already got your attention it's a
53:44
prediction break it's really cool to they you they use their branding at the
53:47
front end in the back end so you immediately know where we were coming in
53:50
we knew where we were going out and the purple behind it only exists to one
53:54
brand it's Cadbury so you you you never forgot
53:57
what it was you were watching three they did the classic memory hijack we all
54:04
loved the Phil Collins song I don't know that there's a human being alive who
54:07
doesn't air drum that solo so they know you've got a deep memory for this thing
54:12
all they've got to do is weasel their way in and build an association close
54:16
enough to that drum solo that every time you hear from now on you're gonna think
54:20
of that damn gorilla at any time you think of that damn gorilla you're gonna
54:23
think of that damn Cadbury Urd if they don't need to build a deep memory for
54:27
you they picked a memory they know you got and they weasel their way in and
54:31
they just plump themselves next to it and now just like a spider web whenever
54:35
you access phil collins and it starts to spread out and activate all the
54:39
associations in this comes so it was it was a timely spot on smart move
54:45
that I think actually changed a lot of advertising after this I think that's
54:49
the kind of thing that leads to a lot of the silliness we see now is oh it worked
54:53
so well here it must work now when we do it over here but the fundamental thing a
54:57
lot of brands are missing now is they they don't have that memory hijack
55:01
they're literally just doing silliness to get attention rather than associating
55:05
to either anything that you can leverage so you know Phil Collins's consistently
55:09
comes up in the top 100 of all-time songs you know yeah the the association
55:14
with it is phenomenal and you literally go through it and for me the real gold
55:19
was actually in the execution because this could have gone horribly
55:22
wrong as well but the guerilla itself looks like a drama the guerrilla you
55:31
musician astray system musicians looks like a drummer how dare you it not only
55:37
looked like but it had the emotion he could feel the emotion and the and it
55:41
matched the emotion of the song do you know didn't know they did a very good
55:45
reveal you didn't know what the hell they were doing for the first 10 minutes
55:48
or 10 seconds like okay that was kind of the ultimate wasn't just the guerrilla
55:52
there we just like what is it doing what's happening it built the suspense
55:56
do you know what I mean you just like what is it I know the song that's very
56:00
familiar but what I'm seeing now is very unfamiliar what's going so got attention
56:05
it's holding attention and it held attention for quite a period of time
56:08
yeah yeah and then all of a sudden it breaks out into that drum solo that
56:11
everyone knows but at the execution of the drum solo and as interesting hard to
56:16
dig into it to find out about the character which was actually a primate
56:21
that's actually his job is a primate imitator but he's also a musician and he
56:26
spent three days just practicing how to lose a guitarist by trade yeah so he
56:33
actually had to learn how to play the drums and spent three days learning how
56:36
to play the drums precisely to imitate what a drummer would actually do but
56:40
then also bring the primate characteristics to the whole so for me
56:44
it was it was that's that was kind of the beauty of the idea was there but the
56:49
execution was so seamless that you actually formed this real bond and you
56:54
just fell in love with the gorilla as well because you like he's a boss and
56:58
then I like it he's cool he's cool and he's emotional if it was just a dude in
57:02
a suit with no emotions but they and the first couple bits you're like okay he's
57:07
gonna sing the song no he's not singing I was just feeling it Oh everything
57:11
about it your spy you know who it just makes me think of triple
57:14
a couple months ago started their giraffe singing in a mirror campaign
57:19
which is apparently the same thing as this except a they don't put triple m
57:22
until the very end in which case you're usually already turned out B there's no
57:26
memorable music so I couldn't tell you and C don't gorillas cooled it's gonna
57:34
sound weird you want to go have a drink with that gorilla like you want to be
57:37
like man that gorilla is cool like I want to go smoke a doobie is that so use
57:42
now but that gorilla the giraffe is just goddamn silly it's like if that was my
57:48
kid I'd be like go do your homework get out of the room you're annoying me so
57:52
it's like I could see almost the exact same commercial done well versus done
57:56
it's fascinating as my wife especially we like the TV's kind of honest
58:01
background noise and she that's all the rest for a bit
58:03
and one of the ads that she she'd loved over the last couple of months which
58:06
isn't many was the drow fat but you ask her who's it actually for she's like
58:11
I've got no idea and like what was song was it she's like I don't know but I
58:14
just loved the dirt like the draft was kind of all over the plants around so
58:17
the memory for her was she remembered the giraffe dancing do you know what I
58:22
mean to the tune but no recollection of the
58:25
brand or funnily enough the song you know you've hit it when somebody says
58:29
the blank blank the brand and then the thing the Cadbury gorilla the gecko the
58:37
Geico gecko you know you've nailed it but that's way
58:40
you know the associations and if you don't have the associations and that's
58:43
for me the execution of Cadbury was phenomenal because you got purple
58:46
throughout the entire execution it's not reliant on and that was a minute and a
58:51
half out so 90 seconds they actually did the full four and a half minute at the
58:54
song or the full track so you can get the full track but for commercial
58:59
purposes that went live with a 90 second version yeah but throughout it was
59:03
Cadbury purple Capri purple capra purple capra purple so to route something
59:07
you've always got these opportunities to associate the song with Cadbury and the
59:11
gorilla and then it reinforces right at the end with the brand
59:14
whereas you see so many ads that will tell this beautiful narrative in this
59:18
beautiful story it'll pull you in emotionally and it's got your attention
59:21
and it holds it for 60 seconds and then it goes blank screen and then a hero
59:27
shot door brand and as soon as we say blank
59:31
screen or transition we go end of memory new story new chapter and then always
59:37
have that so there's no association to the brand to the actual you know the
59:41
product itself you actually stop your memory it's interesting to think though
59:45
would this have been possible with a brand that didn't already have 50 years
59:50
of an established identity was this possible because we like the golden
59:55
arches the yellow and gold the purple there we have enough of a memory of a
59:59
brand and the brand has been on point for so many years decades that they can
60:04
actually get away with just having a color and we automatically start doing
60:08
the Association because I never see that color anywhere else so you might have to
60:11
for this kind of commercial to succeed weird so take triple m there's no color
60:15
scheme I know of I guess there's flames and the M's maybe but they don't have
60:18
enough it's not that distinctive though you can't just look at that and you just
60:21
go that's a hundred percent triple and like it's actually the logo that you say
60:25
yeah so what if they had so maybe you've got to earn the right to be silly
60:30
and still make a memory you've got to do the legwork which is five years of just
60:35
establishing brand brand brand brand brand brand brand colors logos this
60:38
before you've got the right supply in the now go do something silly and you've
60:43
got enough of a memory that people can trigger that you've just got that one
60:46
cue boom I've seen the purple this is Cadbury now what are you gonna do for me
60:50
I see the the gecko now is maybe they did that enough that you see the gecko
60:56
you immediately go Geico do you have to establish an identity already some
61:00
trigger or else do you just have to start with it hi this is true this is
61:06
gonna be horrible but hi this is Triple M here's a commercial for you about a
61:10
singing giraffe like do you have to all you have a tattoo on the giraffe or
61:14
something like that this makes it part of the action but and that's to me like
61:19
when you're looking at a creative you've got to have where the memory actually
61:22
encodes you want your brand associated to it or you can that is associated to
61:28
and that's where the korilla so you go what' you go phil collins to gorilla to
61:34
Cadbury purple and cap rebrand that is how it flows
61:39
whereas if you go remember the crazy draught
61:43
there's no connect to anything else do you know I can't even recall the song
61:47
let alone the song to which is a rock song to a triple n which is a rock radio
61:53
station yeah you know so that's where the disconnect actually happened so for
61:56
me it's an interesting point that you've got to have a branded asset that's
61:59
distinctive enough that you can actually pair with it so if you look at Geico
62:03
gecko or you know the me cats from compare the market you've got to invest
62:07
in these assets so much you know so building a new memory takes a huge
62:11
amount of effort and work to actually establish it yeah yeah and then you got
62:15
to remind and refresh consistently so this is where brands are they're
62:18
continually changing their long term branded assets they're continually
62:22
having to start from scratch and rebuild rather than reinvesting in the memories
62:27
that people already have and you know you can earn that I think I think
62:30
McDonald's can change its theme song but they don't that's the joke the brands
62:35
who have earned the right to change every chop and change every two weeks
62:38
because we've already got 50 years of deep memory for them typically still
62:43
don't they still play the game where it's like we're gonna use one logo one
62:46
brand for two years and then we're gonna get we're gonna use data for years even
62:52
though we don't have to just because we're still playing the game or we're
62:56
gonna build a really stupidly deep memory for you totally did it well kind
63:01
of sidetrack was coals with the down down song yeah
63:05
is I remember it came out it was annoying everyone did it but they kept
63:08
doing it for about two years and recently maybe about a year ago they
63:11
changed and it really kind of irked me it was like okay you took the time to
63:16
build this now use it now I mean I'm in ok you got you down down song don't
63:22
don't go do a different version of it now don't go to someone else keep being
63:26
annoying keep being silly because every time I hear it every time I go into your
63:29
story singing that you've built a memory Network use it but then they switch to
63:33
something else recently and I'm like oh I missed my downtown song cuddly but
63:36
this is like to remind and refresh is the game and you know they've had that
63:41
the purple just so strong that that's where you can pull and tie everything
63:44
else together that was kind of the anchor to the brand without that it
63:48
wouldn't have been anywhere near successful but that's all I think when I
63:50
think about the gorilla I think about purple
63:52
yeah and then I go to Cadbury so without that purple background
63:55
well that's kana you flow then isn't it you've got fuel Collins to gorilla to
63:59
purple to Cadbury and it's an easy chain it's a daisy chain man I've got giraffe
64:06
that's it head you remember driving down the UM
64:11
secondary side driving down the m2 from the airport into the city yeah they had
64:17
the ad with the giraffe singing in a so it was a billboard the draft singing in
64:22
the mirror with the Triple Aim I guess logo on the side took me three trips
64:28
till I could decipher what that was it was the weirdest Joe how sometimes you
64:32
look at something and you can't you just can't make heads or tails of it because
64:36
you don't have a prediction to put it in psyche what am I actually looking at
64:39
here I couldn't tell that it was a draft looking in a mirror till the third time
64:42
and I you felt you feel this moment so I can tell you exactly what's going on
64:46
it's the difference between what's called your predictor and your coder and
64:49
usually you have a very solid prediction for how things work so you can just run
64:53
your prediction cool but every once in a while you'll see something that fits no
64:56
prediction and you can feel your gears going what the hell is this took me
65:01
three times of looking at ad to even determine what the hell I was looking at
65:05
it was the weirdest and I paid a lot of attention I couldn't pick out the fact
65:10
that it was a giraffe looking at a mirror it was just colors and angles I'm
65:14
like what it looked like a magic item he was like what am I looking at and then
65:18
the third time I saw it like oh god what the hell is that it was the way I just
65:23
thought I don't know if it was because the colors were all the same or it was
65:26
just so unexpected I hated it it caused me to look at it a lot it's a great
65:30
point because then you know Psalm crannies will actually go that's an
65:33
amazing thing because I got attention I got someone to think about it do you
65:37
know what I mean which then caused them to I'm talking about it I'm talking
65:40
about it you remember it and you remember the journey so they go you know
65:44
big tick we're winning yeah do you know but then you just go what percentage of
65:48
the population would actually invest the time and energy and effort to trying to
65:52
decipher it exactly whereas majority people would just go too hard don't get
65:57
it yeah doesn't even hit any of my unconscious let alone you know your
66:01
prefrontal cortex or anything like that so for me it's just it's literally it's
66:06
like it never happened so I think this is a debate a lot of
66:09
creatives actually have with creating something that you need to use some of
66:13
your processing power to think about and understand versus something that's so
66:18
simple and I always go back to the two tenets you know which is attention and
66:22
simple if you break either of those rules chances are you're dead you're
66:27
gonna get an interesting percentage of the market share the point 1% like me
66:30
who just go gotta figure this out and you're 99.9% of the people say I got
66:35
other stuff to do it correct so it's definitely not a mess but it's it's
66:38
usually interesting enough it's usually people here in the industry which are
66:41
advertising and marketing people that will talk about it and discuss it so
66:45
with legions in our own lunch boxes you know and that's why creatives love it
66:48
because it's that's in their market and everyone's talking about it whereas the
66:52
reality is from a commercial perspective what impact did that have on revenue did
66:57
that acquire new customers to your brand or business you know is that gonna help
67:01
you you know move your brand or business forward for me that's the ultimate
67:05
metric of success of any advertisement market it was funny growing up we used
67:08
to say would you rather be famous or respected in your field famous respect
67:13
in your field famous service and we usually come back to I want to be
67:16
respected in my field I want other people to know to do what I do to like
67:20
what I do but the older I get the more and that's
67:22
always a selection you pick the older I get the more I'm like I don't it's a
67:27
circle jerk I don't care what the other people in my profession think that I do
67:31
I want to be effective my third or I don't care about famous I don't care
67:34
about being respected in my field I want to be effective outside of my field
67:38
correct and that's where I think a lot of people get stuck in the well my field
67:41
likes me okay but then that becomes a game of ego
67:45
do you know in terms of like wow I got to go back to Hungry Jack's Burger King
67:49
I've got a piece of work out that everyone's talked about do you know what
67:52
I mean aren't I sort of famous in my particular field or everyone respects me
67:57
versus how effective I'd rather go and just go I have 10x this brand over 18
68:02
months through my strategy and everyone just goes I don't remember the strategy
68:05
at all I go I don't care look at the revenue and that's what I I can't go to
68:10
science science is nothing but a global circle jerk
68:13
most scientists want respect and citations from other
68:17
and you're actually ostracized when you step out of there and say but what
68:20
impact are we having on the real world and I've heard I mean I came up through
68:24
science and so I get it is I want to be respected in my field I want everyone
68:27
who does brain stimulation to think about me and say man that guy does good
68:31
work why that is a took me years to figure
68:34
out but that's literally a group of 200 people who do nothing but talk to each
68:38
other are we healing people no are we changing
68:40
the world no are we impacting education no so what do I do I realize screw it
68:45
third option let's go make an actual impact now I go out there I'll work with
68:49
a thousand T I'll impact a thousand teachers in a year versus zero and I
68:54
actually get [ __ ] on by my crew besides people like oh you're you're popular
68:59
you're out there in the world doing pseudoscience it's like no no no no I'm
69:02
actually creating the science I'm just not looking for your validation anymore
69:07
I'm already and so when we all die it's more important to have that impact what
69:12
is the goal for this if your goal is ego sweet you're doing your thing but if
69:15
your goal is to better the world to impact how people think and work then
69:20
that's gotta be your figure out but isn't that legacy like you're talking
69:23
the bigger the change you have to multiple that is legacy
69:27
it's the switch from the Warriors journey to the Kings journey so take all
69:30
your narratives take all your stories your archetypes most people in their 20s
69:33
and 30s sit in the war in the warrior narrative walking through the hero's
69:38
journey I need to discover who I am I need to establish my identity I need to
69:43
show that I can take on the world with my resources
69:45
that's an awesome narrative as you start to get older you necessarily switch into
69:50
the Kings narrative which is okay who cares about me I enough now I got an
69:54
outward look and I've got a disestablish a legacy what impact am I having on the
69:58
wider world how is this going to change based on the actions I do and that's
70:03
where I think most of the ego based stuff I used to do was exactly what I
70:07
needed to do was I want respect from people in my field why because that's me
70:11
establishing my identity I don't care I'm gonna die now now my thing is what
70:17
is my legacy what an interesting point cuz now you go into business commerce
70:23
brand marketing advertising if you come with ego I want to create something that
70:29
I can be proud of but I can show my peers and I get
70:32
validation from it's serving me yeah whereas if you go how do I solve more
70:38
people's problems how can I be more effective on mass I don't care about
70:44
what the perception is I just want the outcome that is the ultimate service
70:49
because you help all people so for a brand to come from of service rather
70:54
than ego yeah that is where you win you know especially not only from impact but
71:01
where it counts from a business perspective which is you know the P&L
71:06
talk to Kings archetype maybe that becomes our new thing the Kings
71:09
archetype is that's that's a this how am I of service because it's the weirdest
71:14
thing you realize you're gonna die and no offense no one's gonna remember us in
71:19
a hundred years so you've really got two massive choices
71:22
I mean think about how many people how many people can you name from the 1800s
71:27
all up and this is where you're like that's an entire century and I'm pulling
71:35
out maybe 20 names ego and personal identity don't last
71:40
legacy last I can then tell you what's changed because of what has happened in
71:45
the 1800's but if you look at it and I would suggest that every individual that
71:49
you name yeah will have come from a place of service rather than a place of
71:55
ego because the changes they wrought so we won't know about them I can't tell
72:00
you when they were born I can't tell you what they liked what they ate but I can
72:04
tell you what impact they had on son wasn't there for his own good he was
72:07
there trying to serve you literally pick any you know Isaac Newton wasn't there
72:12
for himself it was there too sir this could become a little segment on
72:17
the show called the warrior versus the King and we could find ads like the sir
72:22
King one which which says here's a warrior here's AD people
72:26
creatives trying to impress each other how fascinating because if you tie that
72:31
back from a warrior because it's all about us look what we've done no
72:34
preservatives big ball got a lot of name rather than King in terms of how do you
72:40
educate consumers this is what preservatives do
72:44
you know if you're after the best vehicle for yourself health and
72:48
nutrition angle yeah you know what I mean that is serving people and you're
72:52
creating product that now service people or serves people rather than do you know
72:58
and I think that's where the narrative has actually been me so it's interesting
73:02
looking at and how good would that have been now go back to that original point
73:05
you have a series of commercials which is take all the ingredients of a burger
73:09
bread meat tomato lettuce and the commercial is one tomato just sitting
73:14
there for 30 days one tomato rotting for 30 days with farmers or nutritionist or
73:20
someone in the corner saying oh my god I can't believe that one's not changing
73:23
look that's disgusting you want mold you want if it doesn't you have mold even
73:29
the natural world won't eat it why would we put that in our body you don't even
73:33
show your bird you're educating to the point where now
73:36
you hit your burger put all those ingredients together show this you've
73:39
Prime me you've taught me you've given me something to really work with and now
73:44
you reverse the camera and all of a sudden I'm I'm on with you you go cool
73:47
nice little ad campaign there and I'll take it one step further
73:51
you've got hungry Jack's current customer base you know that have been
73:56
eating preservatives they're pivoting to no preservatives do the customer base
74:01
actually know what preservatives do to the human body or not so that's one
74:06
sounds like there should be good Oh preservatives I'm gonna live longer yes
74:11
and then you got you know or are they trying to talk to a completely different
74:15
sort of more educated market that know what preservatives are and the impact
74:18
they have but then there's no point comparing your brand to McDonald's
74:22
because they're never going to go to McDonald's anyway but they may now go to
74:24
you so for me if you had the King's journey bring your people with you
74:30
educate them so they'll never go to McDonald's again yeah and then talk to a
74:35
new audience or a new Kingdom and help bring them into your broader Kingdom as
74:40
well and as a result your land mass or your territory is [ __ ] right and when
74:45
you come from a place of service rather than a place of ego that is that's gonna
74:51
be our new segment we're gonna find one ad that is from Kings Journey Kings
74:57
you're in the one it's purely self-serving warriors and we
75:00
just show them side-by-side and say maybe we start to suss out the
75:03
differences and say hey do you notice which is which clearly one is just done
75:08
for sake of cool building and identity and one is done for nice of service oh
75:13
wow that's wonderful dr. Jared thank you for coming in no thank you that another
75:17
good on another great session now the great session episode two looking
75:20
forward to episode three there's some really interesting stuff happening in a
75:23
moment but um thanks dr. Jared until next time err what should we look at our
75:27
camera
75:49
you