The Science of Advertising Show
The Science of Advertising Show
#3 To Keep The Rabbits Out
L’Oréal | Jimmy Brings | Kogan | Aussie Home Loans | Telstra
Today we are looking at some new campaigns out of COVID-19. Firstly, we'll dive into one of our Weapons of Influence with a 'celebrity anchor' from L’Oréal, followed by a comparison with a new celebrity anchored campaign from Jimmy Brings. We'll take a look at the first-ever TVC's from Kogan as well as a new campaign from Aussie Home Loans. Lastly, we're diving into our Classic Creatives and pulling out a great Aussie classic - The Great Wall of China ad from Telstra.
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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
[Music]
00:00
alright ladies and gentlemen welcome to
00:02
episode three of sites of advertising
00:04
with dr. jeredy Cooney Horvath the
00:06
preeminent expert in the field of
00:08
educational neuroscience of the folks
00:09
for learning memory and attention and
00:11
your host Jonathan Rowley
00:13
[Music]
00:27
today we have four creatives lined up as
00:31
a new contact coming out from covert and
00:33
first we'll look at one of the weapons
00:35
of influence which is celebrity anchor
00:39
which we've got L'Oreal L'Oreal has Eva
00:42
Longoria and this has been shot from two
00:45
iPhones from her home and it's been put
00:47
together with her graze the pre and post
00:49
sell it also uses a distinction bias and
00:51
we're gonna be digging some detail with
00:53
L'Oreal and that creative it and then
00:55
we're gonna be comparing it to another
00:57
ad that just came out which is Jimmy
00:59
brings so again leveraging celebrity
01:02
anchor with sophie Monk in just two
01:04
different ways you can leverages and the
01:05
pros and cons of some of these
01:07
executions
01:08
so first we'll dig into l'oreal eva
01:12
longoria
01:17
hi guys notice anything yes I'm at home
01:22
anything else
01:24
look at these gray don't make me crazy
01:28
okay I'll be honest for a second I
01:30
thought okay grace I'm ready to see you
01:32
I can handle this but I'm not I'm not
01:35
ready I am NOT ready for this much gray
01:37
this is happening today boom I've never
01:41
been this gray in my life I don't think
01:43
there's ever gonna be a better
01:44
before-and-after okay time to color so
01:47
you go from back to front back to front
01:49
massage it in just put it where it's
01:52
needed mine is everywhere power Suns
02:02
it's time to conditioned this is my
02:05
favorite part I love this smell of this
02:09
conditioner
02:13
I'm not the best blow-dryer
02:18
but I think I did a pretty good job me
02:29
Gray's know there's no place like home
02:32
plus it's always nice to take a little
02:34
meantime self-care is self-worth because
02:36
now more than ever we're all worth it
02:44
alright so there we have it we have Ava
02:46
Longoria for l'oreal shooting this
02:48
content piece of content from within our
02:51
own home in LA with two iPhones Jerrod
02:54
take us through what you're thinking
02:55
okay so we've got to tackle this from
02:59
two angles so one is the celebrity use
03:03
of the celebrity which we're gonna
03:04
compare to the Huey brings one in a
03:07
second so let's just put the celebrity
03:08
aspect aside in terms of pure content
03:12
awesome
03:13
oddly awesome learning video I've never
03:16
known how to dye hair I've never really
03:18
seen it done before you never actually
03:19
see the process on commercials it made
03:23
it so I take away a lot of learning from
03:25
this like oh it is a process it is an
03:27
easy process I can do this with that
03:32
said now we bring in the celebrity angle
03:35
man remember a couple weeks ago we were
03:38
looking at the Superbowl ad with Jason
03:40
Mahama where it was like hey here's a
03:42
great ad which really just felt like him
03:45
an advertisement for him more than the
03:46
product that's where this one kind of
03:48
sits is Ava Longoria is so clearly the
03:51
star in the focus of all this that this
03:53
could have just been something she put
03:54
on Twitter for free and her fans loved
03:57
but at the end of the day they never
03:58
said the word L'Oreal they showed it on
04:01
text but you can imagine most people
04:03
won't remember or read that and at the
04:06
very end they tried to do this thing
04:07
where I think they read so the L'Oreal
04:11
brain is the slogan is what is because
04:14
you're worth it so at the end they tried
04:16
to revamp that for kovat something along
04:19
the lines of where all everybody's worth
04:21
it you're all super worth it more than
04:23
ever
04:23
self care is worth it so I saw what they
04:26
were doing they were trying to change
04:27
the slogan
04:28
but it wasn't obvious enough so almost
04:31
one of those moments where if you're
04:32
gonna play with your slogan hit me with
04:34
the original slogan and then change it
04:36
otherwise you're forcing me to do the
04:38
effort of thinking and nine times out of
04:39
ten I'm not gonna remember it and if all
04:41
you're doing is using your motto your
04:43
slogan to trigger my memory of what this
04:45
brand is you're never gonna say lore'l
04:46
you're just gonna use your slogan and
04:48
you better use your dang slogan before
04:51
you tweak it otherwise I'll have no clue
04:53
what I just watched so I feel like this
04:55
is one of those perfect Jasin Mahama
04:57
celebrity puff pieces which is perfect
05:01
for the celebrity her PR is through the
05:03
roof but I'm not quite sure what it did
05:05
for the brand I'm interesting I had
05:07
similar thoughts to me I thought this
05:09
was one of the best executions of saying
05:12
or ads come out from covert you know in
05:14
terms of actual concept so everyone's at
05:17
home you've got females at home that
05:19
can't go to the hairdresser's you know
05:21
if you dye your hair you're very aware
05:23
of what's going on on top of your head
05:25
do you know there's a big problem there
05:27
so you've got problem solution or pain
05:30
pleasure really connects really
05:32
resonates with the audience you've got
05:33
either which is she's fabulous like in
05:35
this particular creative she's sort of
05:38
engaging she's a little bit humorous see
05:40
she really takes you on the journey and
05:41
she engages you like for me I think
05:43
she's absolutely brilliant and the
05:44
execution as well but there was a few
05:47
things in there that I thought that were
05:49
a little bit out and it was interesting
05:50
there was some things that are great cuz
05:52
actually caught this last night on TV
05:53
and when it was on TV like we've got a
05:56
really wide screen TV yeah and because
05:58
it's shot in portrait as soon as you got
06:00
on TV you've got literally blank blank
06:03
and you've just got the middle of your
06:04
TV that lights up with footage which you
06:06
don't normally see so it's a prediction
06:08
break you so you're automatically drawn
06:09
to this what just happened totally an
06:11
develops in and out between portrait
06:14
shot in the middle of your screen and
06:15
then also full canvas you know so for me
06:17
it really holds your attention all the
06:19
way through and again it takes you on
06:21
the journey it demonstrates the product
06:22
she's brilliant
06:23
you've got distinction bias and it's
06:25
really before and after and for her to
06:27
be so vulnerable you know to share this
06:30
is her path this is her journey I think
06:31
is absolutely brilliant but for me when
06:34
you finish the creative like what what
06:36
is left in terms of memory or what brand
06:38
connection do you actually have to the
06:40
piece so
06:41
for me as you walk away from it you
06:43
remember Eva she's got Gray's and she
06:45
dyed her hair at home but for me it was
06:48
really missing the connection to the
06:49
brand that was a missing piece and I
06:52
think it could have got there quite
06:54
easily you know even by having logo
06:56
fixed throughout the entire piece so
06:58
when you associating Eva and logo or
07:01
brand you know rather than just trying
07:03
to go through and the other thing that
07:03
happened got to the end of it and it was
07:06
just white space which in terms of a
07:08
memory or the way the brains filing
07:10
memories white or black means end of
07:12
story so start of new story so you're
07:15
not anchoring the brand to the actual
07:17
narrative that was there yeah so for me
07:19
it felt like the celebrity was kind of
07:21
driving it she didn't want to say
07:22
L'Oreal she didn't want to push the
07:23
product too much apart from putting a
07:25
box up to camera yeah so for me it just
07:27
needed a little bit more overt Brad
07:29
connection it's funny you say I was
07:31
thinking that the last hour washes even
07:33
if they just put their logo in the
07:34
bottom corner or if it was with them the
07:37
blank sides just run it down the side of
07:40
the screen you've got the space
07:41
something to tie your your name to
07:44
what's going on otherwise it's the Ava
07:46
Longoria show which it was and you're
07:47
right I love loved it loved heard loved
07:50
watching her and I have more respect for
07:53
her now that I have before but is that
07:55
the point of this yeah no I think from
07:59
an execution the other thing I thought
08:00
was interesting from a brand perspective
08:01
with L'Oreal this was probably the most
08:04
authentic piece of content they're
08:05
produced in a very very long time you
08:08
know it was previously very glossy they
08:10
had their before and afters but you look
08:12
at a Hollywood a-lister and you're like
08:14
they would never use a 15-dollar you
08:17
know hair color at home they're going to
08:19
a professional paying severals 100
08:21
dollars to do this you know whereas now
08:22
you're like oh wow this is really
08:24
authentic
08:24
it's very believable you know but it
08:27
took over to actually get there a really
08:29
authentic piece of content which you can
08:30
see on Instagram or Facebook you can
08:32
really see it's got that influencer feel
08:34
to it so it is genuine but it's just how
08:37
do you really integrate the brand to
08:39
that messages and I love the way she the
08:40
call-to-action you get your deep
08:41
memories when the audience has to do
08:43
something it's just you hope that call
08:45
of action isn't look up what the brand
08:48
was that you just saw so in this case
08:50
that's what I worries a lot of people
08:51
will be like dang that was really good
08:53
that really work
08:53
uh-oh what what hair dye was that and
08:57
they have to go on a search just to
08:58
figure out what the product was and I'd
09:01
much rather the effort the deep memory
09:03
being an effort of finding the product
09:05
securing the product doing something
09:07
different with the product not just
09:09
figuring out what the heck the product
09:10
is which might actually as I say it
09:12
might be an interesting technique if
09:15
there was a way to embed something where
09:18
the product was uncertain but if you
09:20
could ever figure out what the product
09:21
was you got a discount or you got
09:23
something out of it which would force
09:25
people to dig in and actually locate you
09:28
so that could be a really good thing as
09:31
I'm talking about it I just don't know
09:33
how you'd actually pull it off I don't
09:34
know if anyone's done it
09:35
well or right yet and I don't think
09:36
that's the right way to pull that off no
09:39
the other way you could do is
09:40
potentially not the right execution but
09:42
then you'd tag it with a list of
09:44
retailers in price point or something
09:45
like that where you've got their
09:46
curiosity but then you can go and
09:48
actively seek out the product within
09:50
retail because retail we've got our
09:52
supermarkets open Coles and Woolworths
09:54
you know so you can still buy it from
09:56
these locations but that was L'Oreal so
09:58
using celebrity anchor which has also
10:00
got pain pleasure problem solution and
10:03
distinction buy so leverage a lot of the
10:05
weapons of influence but the other one
10:06
that we're looking at today is Jimmy
10:08
brings so let's have a quick look at
10:10
Jimmy brings who's leverage sophie Monk
10:12
is their celebrity anchor let's take a
10:15
look
10:16
Jimmy brings delivers cold drinks in 30
10:19
minutes faster than you can master the
10:21
classic yoga pose the Aussie pretzel I
10:24
am pretzel and transit
10:35
Jimmy brings what you see
10:38
Oh complex
10:40
[Music]
10:46
all right so there we have Jimmy brings
10:49
so for me looking at this one that
10:51
timing is absolutely perfect
10:53
like most brands are number one
10:55
indicator for their success if you look
10:57
at any category is entry to market when
10:59
they actually start their brand and when
11:01
they entry and in terms of market
11:03
conditions so while we're on lockdown
11:04
people are drinking a little bit more
11:06
than they usually would and this service
11:08
absolutely hits home for them so then
11:11
they've got Sophie that's it's been a
11:13
leverage to use this and Sophie's been a
11:15
lot of creatives so for me this is
11:17
actually really interesting because
11:18
Sophie actually featured in the uber
11:20
eats creative and this is nearly uh not
11:24
an imitation but it's very similar to
11:26
what operates were leveraging with air
11:28
created which was incredibly successful
11:30
and brilliant concept except for me it
11:32
fell down in a couple of different areas
11:34
so uber rates had you know a tag where
11:37
every commercial was tonight I'll be
11:39
eating and every creative started
11:41
tonight I'll be eating X and it had a
11:42
celebrity and it just rotated this but
11:44
then also it had another anchor which
11:46
had a doorbell dingdong and it was as
11:49
the uber eats bag was literally being
11:51
dropped onto a bench or apart or
11:53
whatever was right next to him so it had
11:54
this real consistency of theme and a lot
11:57
of different celebrities and it was
11:58
really hit home and it also had a range
12:00
of sort of comedy and brilliant piece of
12:02
creative but for this one it was it was
12:05
trying to go down a very similar path
12:06
but for me it kind of really missed the
12:09
key of what they were trying to do which
12:11
was you know I'm just trying to get the
12:13
tagline now I've seen it several times
12:14
but it was there it is now deliver cold
12:16
drinks in 30 minutes that was what they
12:19
were trying to suit which is right at
12:20
the start of the creative deliver cold
12:22
drinks in 30 minutes and then they also
12:24
had this screen at the end with novio
12:26
which was deliver you know beer wine and
12:29
spirits CO and cold drinks in 30 minutes
12:31
and I kind of missed that disconnect and
12:33
also the Jimmy brings it had the bag but
12:35
for me it just wasn't as well Brent like
12:37
I couldn't really recall what the brand
12:38
was but I absolutely near was a Sophie
12:41
monk creative and she was funny she was
12:42
engaging she was doing your yoga pose
12:44
but again it was a slight disconnect
12:46
there but I'm curious to get your
12:47
thoughts and your take on it yeah I'm
12:49
gonna I'm gonna take you the other way
12:50
as a pure comparison in terms of how do
12:53
you use your celebrity much better usage
12:55
here than before where as we just saw
12:58
and Ava Longoria ad here it starts very
13:02
clear the first thing out of the gate is
13:04
here is our brand here's what we're
13:06
doing
13:06
she features in the middle and then it
13:08
ends by saying here's our brand here's
13:10
what we're gonna do so I think the
13:11
problems with this commercial don't line
13:13
the way they use the celebrity they used
13:15
it well which gets me thinking actually
13:18
so when it comes to this idea of a
13:19
celebrity endorsement or anchor on a
13:21
scale you could probably put Ava
13:23
Longoria at you know be level sophie
13:26
monk maybe it like a C or a D level is
13:28
it that the higher the celebrity the
13:31
more screentime you got to give them the
13:32
more focus which draws way too much
13:35
attention away from your brand and only
13:37
when you get smaller celebrities are you
13:39
able to say look I'm gonna put you in a
13:40
pretzel and I'm gonna bookend you with
13:42
my thing and have a good time with this
13:45
so I wonder if there is an issue that
13:47
the bigger the celebrity the harder it
13:49
is to get it right and not just make it
13:50
a celebrity piece but I thought this was
13:52
guy didn't there was no mistake to me
13:54
that she was in a commercial or
13:57
something not just her more filming her
13:59
and oh by the way L'Oreal with that said
14:02
she was in a very compromising position
14:04
most of the time so I'm not sure how
14:05
good that was but what are you gonna do
14:07
so I think the problems with this ad if
14:10
there are problems are on the book ends
14:12
so they're kind of what you're saying
14:13
it's not in the celebrity uses it sits
14:15
in the front in the end how are you
14:17
anchoring your in how are you anchoring
14:19
your output and what I can see is when
14:21
you were talking about the ubereats I
14:23
hadn't thought about that that that's
14:24
perfect example of this is you have a
14:26
system and all you do is cut and chop
14:27
different celebrities in different
14:30
situations but the pattern is the same
14:31
and I'm not sure that the pattern is
14:33
clear enough yet on here I get what
14:35
they're gonna do but it's gonna take
14:36
time for this to actually roll out and
14:38
work it but also let's see I think it's
14:40
really rally point I think in terms of
14:42
celebrity she's leverage and she helps
14:44
tell the brand story far more the
14:45
narrative but it's for me it's the
14:47
connection of the brand and the recall a
14:49
brand so for me you can see and I hope
14:52
they do go this way because it's still
14:53
potential for this to work incredibly
14:55
well but for me it's just not as strong
14:58
so you'll need a lot more frequency for
15:00
it to happen but also not only just
15:01
frequency so there are a beer wine and
15:04
spirits deliveries so you can see the
15:06
evolution of this this could be you know
15:08
an NRL play or whoever it may be or some
15:10
sort of
15:11
liberté and that's a be focus dad still
15:13
got the comedy the lightheartedness but
15:15
it's got the Yankee and that's where for
15:17
me it's looking at the anchor that you
15:18
could have that across a beer commercial
15:20
having it across a spirit commercial
15:23
with different celebrities in the middle
15:24
middle and that's where operates really
15:26
nailed it because they've got the the
15:29
intro and the outro which really heavily
15:32
connect the brand but for me it's also
15:34
door bells we still have doorbells
15:36
people come to the doorbell and
15:37
especially for deliveries you know
15:39
whether it's a package delivery a goober
15:41
eights delivery whatever it may be you
15:43
know but as soon as that happens and
15:45
it's a similar sort of doorbell that you
15:46
hear that you breeds that's just a
15:47
recall of
15:48
ubereats like very clever how do you get
15:50
a sound that happens in real world and
15:52
anchor your brand - it's every time you
15:53
hear that sound you're thinking about
15:55
the product it's interesting too because
15:56
with the ubereats one it was always just
16:00
maybe it's been maybe it's not but the
16:02
way I remember it is it's always the
16:03
hand that comes in with the bag but you
16:05
never see the delivery person you see
16:07
the delivery being made but not the
16:08
person it's the bag with a branded yeah
16:11
so here we see the delivery person right
16:14
and I'm not saying this is gonna be good
16:15
or bad but I'm thinking okay let's say
16:17
we continue this into the future we've
16:21
already set up a system where we can
16:22
start to play right every ad has to
16:24
feature someone at home doing something
16:26
that they think they have time to do but
16:27
they don't because the delivery came
16:29
much faster than they thought we've set
16:31
up the gag now we play with it if we're
16:34
gonna see the delivery guy it's either
16:35
got to be the same guy every time in
16:37
which case who is that guy and wouldn't
16:39
you have wished it was the Jimmy brains
16:41
face I mean their entire logo as the
16:43
dudes face was it though I remember it
16:45
was a dude with a beard no glasses still
16:48
got stubble but and he's got a hat on so
16:51
it'd be interesting if you actually
16:52
anchored it is the guy with Jimmy brains
16:54
that's actually the the face of it cuz
16:56
any kind of got a double memory it's got
16:58
that back and you've also got the face
17:00
of the and you could almost do that cut
17:01
shot where you start with the delivery
17:02
guy's face and it's the GE rings guy and
17:05
then it pans down to the look like
17:06
there's a they're gonna have to play
17:08
with the delivery guy in that in terms
17:09
of this has to be consistent
17:10
like the ubereats is just a hand that
17:12
comes on if since they put a person in
17:15
that role that has to remain consistent
17:16
that has to play a purpose in this Wyatt
17:19
my only other concern with this is
17:20
because the formula is very similar to
17:23
an uber AIT's
17:24
you know but the brand recall of Jimmy
17:26
brings or the anchoring is not as strong
17:28
you know can you potentially because
17:30
it's interesting 84 percent of brands on
17:33
TV or mass media either can't be
17:36
recalled they remember the ad but they
17:38
can't recall the brand yeah or even
17:40
worse is miss attributed to another
17:44
brand to the competitor this could be I
17:46
I remember the sophie Monk yard but they
17:48
go that was a no buried sad because it's
17:50
a similar sort of format so anything
17:52
they're investing in media is actually
17:54
just helping ubereats rather than
17:57
carving out their own territory I don't
17:58
know it's a very similar product in
18:00
terms of one's food one's alcohol but
18:03
for me there's there's a bit of a fine
18:04
line there that it may be needed to be a
18:06
bit more distinctive so ensure that you
18:09
are recalling it's a Jimmy brings rather
18:11
than an uber rates yeah yeah figure out
18:13
what's your one defining characteristic
18:15
something that totally separates you
18:17
from the other one and it could have
18:19
been this guy
18:20
what if seeing the delivery guy is their
18:23
thing is there by the way I didn't even
18:25
notice till you see this the
18:26
freeze-frame there they have the truck
18:28
behind him I see what they're trying to
18:29
do it's just the guy is so what if the
18:33
dude was like beautiful or it was like
18:35
some bombshell woman all of a sudden now
18:38
you have your you got your celebrity
18:41
which will rotate in but you've also got
18:42
your what's the term for the person who
18:45
appears not the spokesperson is the
18:47
spokesman trusted advisor trusted
18:50
advisor you get the same person who
18:51
comes in every day and it's like close
18:53
up on their face they give you a wink
18:55
camera pants down and it's Jimmy brings
18:57
Sally in there even better with the wink
19:00
or something if you had it and he's like
19:02
Jimmy brings do you know what I mean and
19:04
then he gives it week and they're handed
19:05
over do you know and that's he pneumonic
19:07
and that's you he builded him
19:09
doorbell opens the door and this this
19:11
takes in all of two seconds so this is
19:13
this isn't changing your ad at all
19:15
starts on the dude's name tag it's Jimmy
19:17
goes up it's a beautiful dude it says
19:19
Jimmy brings wink you see the bag he
19:22
hands it to you that's it now we've got
19:24
the same beautiful man every time it's
19:27
like yeah you've loved it cuz then all
19:29
you do is just replace the middle with
19:31
you celebrity yeah and talk to different
19:33
audience to be one and so what's your
19:34
one little and it's a two three second
19:36
thing what's your thing to make sure
19:37
at that so much is all worth that's what
19:40
your mind that's what you rainfalls
19:41
that's what you're genuinely investing
19:44
that in essence is your equity so and
19:47
then it's hilarious cuz then you get
19:48
people people who will call Jimmy brings
19:51
and then when you actually go to the
19:52
door they're like hey where was that
19:53
beautiful guy from the commercial
19:55
you've got your your anchor your your
19:57
celebrity or not um your your trusted
20:01
advisor and people start asking about it
20:03
and it becomes a funny thing is your
20:04
name Jimmy could be if hey if you guys
20:07
need me for the next commercial Jimmy
20:09
brain Springs
20:11
absolutely love it but you know what
20:13
speaking of that that idea of getting a
20:16
system and then letting the system roll
20:17
out I think the next ad we were gonna
20:20
look at is is it Kagan Cogan yeah so
20:23
we're gonna look at COG and cojones
20:25
which which historically is not a TV
20:27
advertiser at all very heavy digital
20:29
player yeah um and that's kind of how
20:31
he's built his business but look whoa we
20:33
segue to it let's jump into Cogan and
20:35
see see what they've just launched what
20:38
can you get at Cogan calm you can make a
20:40
family Baker family escape your family
20:44
protect your family destroy your family
20:46
entertain your family oh maybe not get
20:50
it quick smart at copán calm what can
20:53
you get at Cogan calm you can order
20:56
pizza cook pizza where Pizza hug Pizza
21:00
swim with pizza sleep with pizza okay
21:03
too much pizza
21:04
get it quick smart at Cogan calm what
21:08
can you get at Cogan calm you can get
21:10
working on your tan on your six pack on
21:14
your six pack get massive really massive
21:17
whoa too massive
21:19
get it quick smack at Cogan calm all
21:23
right so there we have it there was
21:25
three different commercials from Cogan
21:27
so this is the first time they've been
21:29
on TV for me again like I really love
21:31
the strategy here TV specifically is
21:34
down anywhere you can pick it up for 30
21:36
to 50 cents in the dollar TV audience
21:38
have increased by about 20 to 22 percent
21:41
on average as we're on lockdown so more
21:44
people are consuming TV so it really is
21:47
a buyers market so for this particular
21:48
brand they want to continue to grow
21:51
they need to be in this forum they have
21:53
to play here if they're gonna continue
21:55
their growth trajectory so in terms of a
21:57
strategic play absolutely nailed it in
21:59
terms of timing from a resources
22:01
couldn't shoot anything no resources
22:03
we've got restrictions on all this so it
22:06
had to be something animated or in the
22:08
can
22:08
I had nothing in the can so they went
22:10
straight to an animated execution
22:12
15-second three spots running a none
22:14
rotation jared from the memory
22:16
perspective exactly what we were just
22:19
talking about if you can get a system if
22:21
you can get a repetitive system you can
22:23
start to build a memory if you got the
22:26
ubereats if you've got the Bunnings
22:29
where it's the same dang thing every
22:31
time that's what they're hitting here so
22:33
just like we were talking about with the
22:35
with the Jimmy brings they've started it
22:37
now if they keep it up it's gonna start
22:40
working here Kogan's nailed it they said
22:42
okay all we're gonna do is we're gonna
22:43
do exactly the same thing we're just
22:46
gonna tweak the joke in the middle every
22:47
time so from that perspective awesome
22:50
and I imagine it's cheap enough to make
22:52
those commercials that they could do 10
22:54
15 of these keep them rotating so people
22:58
like oh it's another one I wonder what
22:59
the joke is this time and all of a
23:01
sudden because it's the same red color
23:02
the same thing at the front end the same
23:04
thing at the back end that repetition is
23:06
what's gonna build that memory so if
23:07
they only had one of these that like I
23:09
first time I saw this I only saw the
23:11
pizza one
23:12
I thought keep it up and now that I see
23:15
that they are keeping up I think it's
23:16
better playing the game right this is
23:18
exactly like this so few months that we
23:19
just saw with Jimmy brings that if
23:21
you've just got Sophie monkey in that
23:22
one execution it's gonna fail we're
23:25
gonna have to see that evolve and the
23:26
continued investment to build that
23:28
memory structure
23:29
same with Cogan he's gonna have to
23:30
continue to invest now now that he
23:32
started otherwise he's not gonna see the
23:33
return yeah I only saw the pizza one as
23:36
well and as soon as all the pizza one
23:37
I'm like all this is a disaster because
23:40
I was just associating Cogan with pizza
23:43
yeah I didn't get the joke like I didn't
23:45
get like I saw where they were trying to
23:46
go but you had to really consciously
23:47
think about it whereas as soon as I saw
23:50
the other the other forms that the other
23:52
two I'm just like ah now I get it and I
23:55
loved how it was branded at the start
23:57
the finish the branding was really
23:59
simple I also loved the question do you
24:02
know at the start you know what is you
24:03
know soon as you
24:04
question-it does it engages like I love
24:07
having creatives that ask a question the
24:09
only thing for me was it's either an
24:11
artsy be a reason to believe or a proof
24:13
point so you know for me Cogan's brand
24:16
was known for me was very much as TVs
24:19
yeah no I don't want to go to Harvey
24:21
Norman I don't want to go to the good
24:22
guys I want a big-screen TV but I want
24:24
to don't want to pay for a Samsung and
24:26
Sony a Panasonic I could go to Cogan I
24:29
could get a very similar product for 70
24:32
80 percent of the cost yeah yeah so
24:34
that's where he really built and started
24:36
so that's their point so Cogan TV that
24:40
is really in consumer psyche so you can
24:43
see here this strategy would have been
24:44
we need to break that and just go you
24:46
can go to Cogan and there's actually you
24:48
know a wonderful world of everything
24:51
within Cogan like virtually everything
24:53
so for me even if it was a proof point
24:55
that you didn't run throughout the whole
24:57
time you've still got the same formula
24:58
but on some of the ads just a proof
25:01
point or a reason to believe like right
25:03
now we've got 57,000 items on Cogan comm
25:06
today you do you know just to link and
25:08
and it really embeds wow there's a heap
25:11
of product on there I'm just going to
25:12
explore what it looks like
25:14
so they're they're hinting they're
25:15
alluding to it now by showing cat pizza
25:17
hat Pizza this pizza but if they would
25:20
have just come right out and just flat
25:22
out at the end set it million products
25:24
at your door tomorrow correct and even
25:26
better if they'll some sort of time
25:27
frame and right now we're saying people
25:30
want when they buy something they want
25:32
it nearly immediately and especially
25:33
delivery so you know whether it was
25:36
shipped within four hours shipped within
25:38
12 hours whatever this was but if you
25:40
had some proof points to why Kogan
25:42
because in essence he's going up against
25:44
Amazon now yeah so that's so from an
25:47
outsider that was interesting here you
25:48
say oh so I've never heard of Cogan so
25:51
I'm guessing they're an Australian
25:52
Australian startup success story so pert
25:55
so as an outsider I didn't have a
25:57
preconception of who they were this is
25:59
my first time hearing them so my first
26:00
thought is oh you're in Amazon so now
26:03
that that brings up the interesting
26:04
point is what differentiates you from
26:07
Amazon and when I was hearing you
26:08
talking it's that they do
26:12
different level of product in in this
26:15
terms of if you're gonna spend $1000 at
26:17
Harvey Norman you can get an equal
26:18
product here for five hundred dollars
26:19
it's an off-brand or whatever it's gonna
26:21
be but you can get a cheaper so that's
26:23
what I would have I see what they're
26:24
doing as a newbie I get their new
26:26
premise but I would never have caught
26:27
that the reason you shop at Cogan is
26:29
because it's cheaper you can get a the
26:31
same product but cheaper so I wonder
26:33
yeah how could they have quickly
26:35
incorporated that in without adding
26:39
something in this and I'm going okay
26:40
just do direct comparison like you're
26:42
saying Kogan a million things to your
26:45
door tomorrow cheaper than Amazon but
26:49
you can't really say the competitors
26:50
name in a commercial so how could you
26:52
get a comparison to show that that
26:54
that's their standing point that you're
26:56
gonna get things cheaper and better here
26:57
I think it's an austere illusion just
27:00
distinction boss you know how to main
27:01
why traditional do you know what I mean
27:03
by online you know through Cogan
27:05
do you know and then you could still
27:07
have the end of it so this is the
27:08
long-term project if we start with this
27:10
Cogan now just to get the the brand into
27:13
people's heads these so if he continues
27:15
to invest he will do that yeah like
27:17
bitty Nate's the continued investment
27:18
and just keep pushing and then
27:20
eventually once you say cool we've we've
27:22
hit our threshold where this 15-second
27:25
ad is working people know it now
27:27
now we tweak the end of just a bit you
27:29
can even keep the same middle or tweat
27:32
the middle where you're doing item item
27:34
item item item item with price price
27:36
price price between you and in Amazon or
27:39
someone else and then you just end up
27:40
with the same thing Cogan here's Charlie
27:43
Biggs at your door adding is really
27:44
simple like those executions do not cost
27:46
much at all
27:47
you know I say he can literally continue
27:49
to evolve this at a very rapid pace so I
27:51
know it's what's good twos is you know
27:53
how sometimes during commercial breaks
27:55
on TV you'll get the same brand
27:57
advertising twice that's where this
28:00
should be sitting is because they're so
28:02
short you can squeeze two in there and
28:04
because the joke requires if you a lot
28:06
of people won't get it right off they'll
28:07
think oh it's a pizza place if you can
28:10
get two into the same block so people
28:13
immediately see oh it's oh it's a
28:15
pattern it's a joke okay I see what
28:18
they're doing now and I think with
28:19
15-second a G of a better shot than 30
28:21
seconds that's
28:23
and tail so 30 seconds at the start of
28:25
in that break it can be a 15 and then
28:26
you got 15 second at the end so it's
28:28
when you're trying to just really have a
28:30
very high frequency yeah I mean just
28:32
trying to hit that memory and really
28:34
embed it but more so so you kind of get
28:36
the joke yeah in that way that so long
28:38
as they're always different to during
28:39
each at break we'll get people go okay
28:41
I recognize the pattern I get it after a
28:44
couple months of seeing this you're
28:45
locked into their brain you are Kogan
28:47
the place where everything exists then
28:50
you can start to tweak things up to say
28:51
okay how do we keep that same pattern
28:53
don't change it entirely like l'oréal
28:55
don't change your entire motto keep it
28:57
tweak it slightly so you can add in a
28:59
little differentiation to say here's why
29:01
we're important yeah I think it'll be
29:03
the evolution now for Kogan style I'm
29:05
really excited to see where they take it
29:06
yeah like they've really sort of set the
29:09
tone now but I think you know if
29:11
everything I've heard Cogan's quite
29:13
shrewd so he's noticed it's very much a
29:16
buyers market yeah so if media rates
29:18
climb back out but it'd be interesting
29:19
to see if they continue to leverage you
29:22
know your mass mediums or is it just a
29:23
quick burst so to see what happens just
29:26
to see what happens but this one will
29:27
need to continue evolve because it's not
29:29
a strong call-to-action
29:30
there's not a strong retail message in
29:32
there it's very much a brand message
29:34
which you may not see the return on
29:36
straightaway so if you just dancing
29:38
dance out specifically with brand
29:40
chances are you gonna get burnt whereas
29:42
you really need to continue invest and I
29:44
know a lot of brand managers now are
29:46
running in six week flights yeah you
29:48
know there's a lot of research coming
29:49
out that you need to be always on
29:51
investing in your brand you know it's
29:53
reminding and refreshing memory
29:55
structures you can't just build it and
29:56
then go unless it's an incredibly big
29:59
campaign but it's even if even look at
30:02
the the McDonald's and the cokes it's
30:04
that's the question everyone who's
30:05
Outsiders to the field like us go why do
30:07
they even need to advertise its that do
30:09
you never stop pumping the brand it
30:12
doesn't matter that everyone in the
30:13
world knows McDonald's they're still
30:15
gonna be doing commercials because it's
30:16
just stay in there stay in there stay in
30:18
there saying you don't want to become
30:19
the thing of yesterday it's Ramon
30:21
refresh from Yonder fresh because
30:23
creating a new memory structure is
30:24
incredibly odd yeah yeah and if you've
30:26
built 150 years ago keep it going I'll
30:29
just hold on to it you need to invest
30:31
yeah all right that was Koken so now
30:34
another ad that's just been released
30:36
very covert specific from the team at
30:39
Ozzy home loans so let's jump to Ozzy
30:43
home lads covert 19 TV creative now
30:48
it's not just a place where stuck in its
30:51
home cooked meals home workouts home
30:55
schooling working from home home movie
30:59
nights and moody days
31:02
let's see you when I get home
31:06
you are means more than ever and so does
31:09
having the right home load to understand
31:11
your options I'll go straight to Ozzie
31:13
will help ensure you have the right loan
31:15
for right now all right so that was
31:18
covert nineteen created from Ozzie home
31:21
loans a major focus on the home trying
31:24
to make people feel warm and fuzzy dr.
31:26
Jared please give us your thoughts ah
31:28
okay ah what I like about this ad is
31:33
that it demonstrates the contextual
31:37
nature of advertising is there are
31:40
certain times there are certain places
31:41
where you can put out certain messages
31:44
and they make sense more than others so
31:45
for instance I was looking at a um
31:47
somebody tweeted out an advertisement
31:48
from the 50s the other day where it was
31:52
a big woman and then zip forward five
31:55
years and she's really thin because
31:56
instead of reaching for the cake she was
31:58
reaching for a Camel cigarette tame your
32:00
cravings through smoking so it's an ad
32:02
that's like there's to a time and place
32:06
and it's so it's I was thinking it's so
32:09
offensive now but at the same time it's
32:11
like it's circled it's so bad that it's
32:13
circled back to now being just quaint
32:14
and it's like oh that's kind of funky
32:17
took the health and you know it's it's
32:19
horrible in many different ways because
32:21
it's literally just filled people with
32:22
cancer you know what if you look at how
32:24
effective that is it's there is absolute
32:27
genius within it but can you get away
32:29
let's say it's serving an evil premise
32:32
rather than serving good and I think
32:34
this is what I do it shows you how
32:36
contextual things can be yes you you
32:38
could never do that ad now legally you
32:40
couldn't do that anymore but you also
32:42
can't knock somebody's weight anymore
32:45
it's just it's so tied to a time to a
32:47
way of thinking that's where I think
32:49
this ads spots in it's it's a kovat ad
32:51
through and through
32:52
there they're making an argument that's
32:55
so tied to this moment that you've
32:58
you've got two problems is one if you
33:00
make a kovat ad that's purely a covert
33:02
ad in about two months it's not gonna
33:04
make sense anymore so unless you've
33:06
built a pattern that you can extend
33:07
yourself past the Cova dad you're kind
33:10
of Sol when it's done it's done put that
33:13
back in the trash can move on so let a
33:15
be longer you are not going to be able
33:16
to use that in two months because once
33:18
the world opens
33:19
back up you've tied that to a time in a
33:21
place that it becomes a memory of oh
33:22
remember when we were trapped at home I
33:24
don't think you'd want to use either
33:26
anymore because as soon as you saying it
33:29
like that we'll have quite a short shelf
33:30
life because the sooner you saying it
33:31
two or three times it becomes old do you
33:33
know yeah yes but you want to say the
33:35
evolution but I totally agree with you
33:37
and you start to think too let's say you
33:39
do run an ad during kovat that resonates
33:42
with people because memories are
33:45
contextual what happens is if I see that
33:47
outside of a covert environment now the
33:49
world is different and I see that ad
33:50
again what it's gonna do is it's not
33:52
just gonna bring up the memory for that
33:53
ad it's gonna bring up the memory for
33:54
that context now all of a sudden I'm
33:56
gonna be thinking about oh how horrible
33:59
was it to say at home or some people
34:01
might be going oh how great was it to
34:02
say at home pointees you can't control
34:04
that if people hated kovat when they see
34:06
your ad afterwards it's gonna be a
34:08
negative thing if they loved Kovan when
34:11
they see your ad afterward and that's
34:12
over you're a weird thing to say no one
34:13
loves it but if they loved the isolation
34:16
when they see your ad afterwards that's
34:17
gonna bring up good things you can't
34:19
control that unfortunately so a lot of
34:21
people will should smartly cut their
34:24
covert ads when it's done and just say
34:25
cool we're done on to the next thing or
34:28
at least extend it into the new world
34:30
what I think ozzie home loans did here
34:33
is I it's very weird
34:34
I think they were trying to make a
34:38
contextual ad but make it generic enough
34:41
that they could pull it out past Kovan
34:44
so they were making a home ad but they
34:45
kept cutting to some shots that were
34:47
some people out of home or some people
34:49
at work and they were trying to make it
34:51
just generic enough that wind everything
34:53
goes away they can still just keep
34:55
running this and say hey the home is
34:56
still a very important place dangerous
34:59
game because it's confused the heck out
35:02
of me like I got it after about the
35:03
third or fourth watch I saw that the
35:05
woman who was at work was a frontline
35:07
worker in a hospital so that was your
35:09
kovat TYIN but it just looked like a
35:11
factory work I'm like how is she working
35:13
aren't we all supposed to be home and
35:14
then they cut to family like old 1950s
35:17
family like what the hell does that have
35:18
to do with kovat so they were just
35:20
edging it enough so it was Kovac but not
35:23
purely Kovan which i think is a really
35:26
weird bad move it's either do it or
35:29
don't shit-or-get-off-the-pot
35:30
and in this case I think they
35:33
on half the pot which just leaves the
35:35
viewer going okay and the worst thing of
35:37
all I now now that's just me taking the
35:40
beginning of that add the worst thing of
35:41
all is at the end I still have no clue
35:43
what the hell they do it's it's Aussie
35:45
home loans do they give you the home
35:47
loans do they compare other home loans
35:49
do I call them if I don't like my
35:51
interest rate and they can show me what
35:53
other companies are I don't I still
35:54
don't know what that Yahoo this this
35:57
firm a out of the set was by far the
35:59
worst by a long long way I can see the
36:02
strain of thought because the whole
36:04
Addie's home home home home and then
36:08
you've got the segue home loans and then
36:10
into the Oscar a home into Aussie home
36:13
loans and there was a bridge there that
36:15
so in essence it trying to own the home
36:17
so when you think of home you think of
36:19
ossie home loans but for me the whole
36:22
brand wasn't even in brand colors it was
36:24
like this feel good like every other out
36:26
about covered which just sort of as soon
36:29
as you see it now you literally tune out
36:31
like you don't want to see it in terms
36:33
of memory not even there and at the end
36:36
it doesn't really again goes back to
36:37
your point do you know
36:40
why why Ozzy why should I partner with
36:43
you why should I come to you now and the
36:45
interesting thing po sees I just had a
36:47
quick look at home loans the demand for
36:49
homes and interesting home loans right
36:51
now is at a peak we haven't seen ever
36:54
the demand so you should be absolutely
36:57
crushing it now if you have a product or
37:00
service or home loans there is more
37:02
interest in the market because people
37:03
desperately want a better rate people e
37:06
desperately looking to either refinance
37:08
or save money yeah yeah so now this is
37:11
their time when you look at branded
37:13
terms for Ozzie it is as flat as a tack
37:16
if not slight decline so you like these
37:19
artists done absolutely nothing for them
37:21
and I can see a few competitors that are
37:23
literally harvesting all the demand
37:25
that's out there yes
37:27
Ozzy's completely missed the mark on
37:29
this one I don't know their numbers so I
37:30
don't all I can see is from a couple of
37:32
tools but you just go missed opportunity
37:35
having said that you go back to like a
37:38
Vern Harnish scaling up you know his
37:40
view of marketing his own one or two
37:43
words in the consumers mind what are
37:45
those words so you say pizza what do you
37:47
think of hurt Pizza Hut you say Pizza
37:50
Delivery what do you think of well now I
37:52
think of kogane dominoes dominoes so
37:58
that's where Domino's is really clever
38:00
yes Dominic goes we're never gonna own
38:02
pizza we just can't because of
38:04
competition have it what can we own so
38:07
one or two words so they're like you
38:09
know what let's own Pizza Delivery and
38:11
Alex I know everywhere and that's
38:13
everywhere but then you go to the next
38:15
level
38:15
why why Domino's so this is where they
38:19
had an incredibly nice campaign
38:21
delivered hot within 30 minutes or it's
38:24
free you've got a proof point let's test
38:27
it let's go so not only have you got the
38:31
phrase that they want to own or the
38:32
category Pizza Delivery but now it's a
38:35
reason to partner with them and try them
38:38
and embed it so it's interesting that
38:40
you go pizza pizza delivery so you go
38:42
from a strategic perspective what's one
38:44
or two words your brand that you want to
38:46
own in consumers minds so for the Aussie
38:49
home loans what are we thinking so if we
38:51
assume home loans
38:53
anyone's gonna think we're ever their
38:55
initial home loan is from whether it's
38:56
an A&Z bank or whatever it's so what is
38:59
there differentiate what are they
39:00
targeting here do you even know what
39:02
they do me yeah yes they're a broker so
39:06
they're so they're you
39:07
Jimmy between correct so you got Aussie
39:10
home lines you talked to a consultant
39:12
they work out your situation and they go
39:14
his option yay he's option day be he's
39:16
option C so they basically come up with
39:18
all the privates in the market he's what
39:20
they are slated to facilitate which loan
39:22
that the consumer will actually take out
39:24
so how do they lock that why didn't they
39:27
lock that down a I had no clue that's
39:29
what they did but B as you just said
39:31
knowing that this is the time to do that
39:33
knowing that this is what they do the
39:36
hell didn't they just do that say that B
39:40
that I think that it's people are so
39:42
afraid at this time we were talking
39:44
about this last week of and it makes
39:46
sense if you're seen as selling in a
39:50
time of panic or global crisis you're
39:52
seen as being selfish and a lot of
39:54
people might view that negatively so if
39:57
you are selling you've already got to do
39:58
it nice with that said I think
40:01
especially in the Australian market
40:02
we're done it's over I we haven't had a
40:06
new case in two of our states in two
40:08
weeks open it back up again I think
40:11
people are fine with you coming out and
40:13
just saying boom there will be no better
40:15
time than right now to get a cheaper
40:16
home loan and we can get it for you let
40:18
us look at your million competitions
40:20
just come to us now we're gonna save you
40:22
a ton of cash so going back and you
40:25
probably don't recall this going back
40:26
where Ozzy really started becoming quite
40:29
large and really growing quite quickly
40:31
is the founder his name is Ozzie John do
40:35
you know and that's how people recall
40:37
him Ozzie John yeah that's him that's
40:39
their trusted advisor and he was in a
40:42
lot of their creative if there was our
40:43
he was really the spokesperson for for
40:46
Ozzie and he spoke through why they're
40:48
unique selling proposition or the point
40:50
of difference of Y or Z you know for me
40:53
this was home home home home home super
40:55
generic super broad when us a home
40:57
there's so many memories already
40:59
associated to home trying to own that as
41:01
a brand is incredibly hard but as soon
41:03
as you start going on Z home Ozzie
41:06
ozzie home or at least owning two words
41:10
or a phrase that you might be able to
41:12
own in consumers minds that is a
41:14
different play but for me it just needed
41:17
either additional depth but then also
41:18
why come to you right now there's a huge
41:21
amount of demand harvest it now Aussie
41:23
Home Loans do something this is your
41:25
time to really stamp your mark in the
41:28
ground whereas to me this is just a
41:30
watered-down execution lacked brand
41:33
integration it ever it was kind of tell
41:34
the narrative and then hope we can
41:36
connect our in frame with the narrative
41:39
that it lacked everything it's more I
41:41
think about it the more I remember
41:42
there's a kid outside in front of a like
41:45
getting sprayed with a hose in front of
41:46
a brick wall and I'm thinking it goes
41:50
back to that you didn't even hit this
41:51
context right who would be outside on a
41:54
skateboard at this moment without
41:56
getting yelled at by the neighbor saying
41:57
go inside like there is just it didn't
42:00
even hit if you're gonna hit Korona hit
42:02
Korona if you're not don't don't worry
42:04
about it but don't straddle it and like
42:07
use I think I think the big takeaway
42:08
from this you you nailed it is even if
42:12
they just add a Aussie so let's say we
42:14
want to go with home hey you're not
42:15
gonna you're not gonna hijack that
42:17
memory because there's way too many
42:18
associations you can hijack my memory
42:20
for a movie for a song for a date I had
42:25
for an event that happened in the world
42:26
you can't hijack my memory for home
42:29
because it's such a vast schema in my
42:33
brain you ain't getting in there sorry
42:34
it's way too late likes like trying to
42:36
hijack mother you're not gonna do it
42:39
Aussie home
42:41
you can't hijack that because that's
42:42
that's an aspect of my schema that's so
42:45
uniquely it's there but it's not the
42:48
center part so you can piece into that
42:51
small bit if you just keep saying Aussie
42:52
home Aussie home and then gear your
42:54
commercial accordingly what makes an
42:56
Aussie home unique you're not targeting
42:57
people from the state you're not
42:59
targeting the UK nail your market what
43:02
is an Aussie home here's Aussie homes
43:04
here unique we got those spinny things
43:05
in the backyard that you put your damn
43:08
clothes on it it spins around and looks
43:09
like a giant umbrella I don't know what
43:11
they're called never seen that before
43:12
but it's in every Aussie home there's
43:14
your point it's called a clothesline no
43:17
yeah okay it's probably these
43:20
yahzee home and you know I'm not talking
43:22
to everyone now with a hime I'm talking
43:24
to people that really have an affinity
43:25
with Ozzy home do you know and then you
43:28
tell it really connect and build and
43:30
that's where they were trying to go they
43:30
were trying to go high emotion but go
43:32
high emotion with Ozzy home because
43:34
they're a proud home owners Ozzy like if
43:37
you're an Australian it's your right
43:38
you're entitled to own a home that's our
43:40
belief yeah tap into that psyche connect
43:43
your brand to if you have an Aussie home
43:45
we're here to help you you know right
43:47
now we know you might be struggling you
43:49
know Ozzy homes we're here for you you
43:51
know we've got over 600 loans on our
43:53
book we'll find you the best loan will
43:55
help me see out at thousands if not tens
43:57
of thousands off your home loan right
43:58
now do you know and it's also really
44:00
talking to the times where people aren't
44:02
certain about their jobs their futures
44:03
their careers money's really tight
44:05
empathize with that do you know rather
44:07
than trying to get the home memory there
44:09
you're feeling good you're feeling good
44:11
you know me but you're right I think I
44:14
think this all comes back to the pizza
44:16
Pizza Delivery homes Ozzie homes if
44:19
you're having a think what is your
44:21
specific don't sit on that in that
44:23
generic term because somebody else
44:24
either owns it or you're never gonna
44:25
break into it what's your one little
44:27
specific differentiator and there's
44:29
where you tap in yeah love it all right
44:31
final fit today we're going to our blast
44:34
from the past our classic creatives
44:36
where you're going to jump through the
44:38
great Telstra commercial from a couple
44:40
of decades ago and I think it was early
44:42
2000s but let's jump to it right now
44:45
here's Telstra
44:48
[Music]
44:54
[Music]
44:56
dad why did they build the Great Wall of
45:00
China though that was during a time of
45:09
emperor nasi goreng and it was to keep
45:12
the rabbits out too many rabbits in
45:16
China okay now Daniel will do his talk
45:21
on China all right so there we have it
45:28
that is our blast from the past that is
45:30
our classic creative from Telstra and
45:33
iconic anyone that would grow through
45:35
this period or was watching TV
45:36
absolutely knows he said has an affinity
45:39
to it and it's not hard to see why but
45:41
let's look at the science of it let's
45:43
look at why this was great so Jared I
45:47
know you weren't even in the country at
45:48
this time this is the first time you've
45:49
ever seen the ad so you don't have the
45:51
legacy of the history but just on the
45:53
first time you've watched the ad from a
45:56
scientific neuroscience memory
45:58
perspective like give us your insight in
46:00
terms of why this has had such a
46:01
profound effect on Australians if you if
46:04
you have a classic joke you want that
46:08
joke to be repetitive enough that anyone
46:12
can say it anywhere and that just
46:15
everyone knows exactly what you're
46:16
talking about and so the way you do that
46:18
is you have to lock it to a very
46:20
specific context in this case if you
46:22
want an Aussie joke it's got to be done
46:24
in a thick Aussie accent in a very funny
46:27
short way and I just keep thinking of
46:30
like lines from the castle that was my
46:31
first introduction to Australia where
46:34
they just keep saying you know what were
46:36
some of the Aussie now I can't even
46:38
think of him like well throw it in the
46:39
not in the poolroom what are the keys
46:42
what do they call where they put the
46:43
trophies pour and put it in the pool
46:45
room yeah and in just these like little
46:47
quips these little slogans when he comes
46:50
in and says Emperor nause Gaurang just
46:52
like that's it nailed it that little
46:54
thing all you have to do is say that and
46:56
everyone will know exactly what you're
46:57
talking about the accent was spot-on the
46:59
timing was spot-on
47:00
the joke was just subtle enough it
47:03
so stupid that a kid in the back like if
47:06
it was emperor fried rice a kid would be
47:08
like what are you talking about it was
47:09
but it was there's just execution on
47:12
that was brilliant so if you want a
47:14
funny joke if you want a commercial
47:16
that's going to resonate it can't be 30
47:18
seconds of comedy like Jason Mohan was
47:20
stripping himself down that's funny at
47:23
the beginning but it just keeps
47:24
happening and that's cool
47:25
it's a quip it's a line it's a joke that
47:27
catches you off-guard Inigo good now you
47:30
now you have a slogan you have a motto
47:32
that everyone's gonna use around town
47:34
they kept it going in here which and so
47:37
far as I'm concerned it just kept
47:38
getting better and better and better in
47:40
terms of absolute brand I think it was
47:42
for big pond which was for Telstra I was
47:46
a product from Telstra so that was a
47:47
broadband so it was all about internet
47:51
speed yeah yeah which is hilarious so so
47:54
I'm just thinking big pond still doesn't
47:57
doesn't exist now but I could see what
47:59
they also set up a situation which is
48:01
totally recognizable and understandable
48:03
to everyone so this is when internets
48:05
still gonna be kind of new the idea
48:07
still being that you can get all the
48:09
information you need from the internet
48:10
you can get all the answers here we kind
48:12
of know better now but at the same time
48:14
they were the first ones kind of out of
48:15
the gate saying look you're stupid we're
48:18
not have a good time so everything about
48:20
that was kind of brilliant and I think
48:22
what I like most about this commercials
48:24
it runs the through line we've been
48:26
talking about so we were talking about
48:28
how uber eats Jimmy brings Kogan once
48:33
you get a pattern you can go with it go
48:34
with it go with it go with it go with it
48:36
in this instance they got a pattern kid
48:38
asks dad a question dad doesn't know dad
48:40
makes up feeds it back to kid
48:42
you've got yourself a pattern but in
48:45
this instance once you saw that you hit
48:47
it you're never gonna do better than
48:49
that
48:50
you're never going to win over that joke
48:52
in which case even though you've built a
48:55
pattern don't play with it because it's
48:57
only going to diminish it's like making
48:58
diehard part 2 you already did it
49:01
and you did it so well and it wasn't
49:04
generic enough and it wasn't
49:05
middle-of-the-road
49:06
it got people talking let it play let it
49:08
roll out and this is an example of you
49:10
built a pattern but you don't need to
49:11
play it just you you already nailed it
49:13
everyone's gonna talk about it forever
49:14
yeah
49:15
and I think the true beauty of this one
49:17
was also as a parent do you know it's a
49:19
situation that you can you've been in
49:22
you know dozens tens of hundreds of
49:25
times where kids have asked you a
49:26
question
49:27
and you just have no idea and you know
49:29
you really resonate as a parent do you
49:31
know you're like oh wow and I think
49:32
that's where the humors really set up
49:34
because he's like that's genius do you
49:36
know and in the rabbit prove it brings
49:38
it back to us really the fact that he
49:39
made it the rabbit proof fence which we
49:42
have here he's just like oh they must
49:43
have done the same thing over there it
49:44
was it was local it was recognizable
49:46
schooled and it was to keep the rabbits
49:48
out too many rabbits you know but it's
49:50
the other thing as well where this
49:52
becomes really powerful is is when you
49:55
can coin a term a phrase just like the
49:58
castle and this where it becomes part of
50:02
the vernacular of the citizens that are
50:05
in it you know so every time you're
50:06
saying it you're in F since reciting the
50:09
brand because your memory goes from that
50:11
phrase is anchored to the creative which
50:13
is then anchored to the brand if you get
50:15
the thread there that's where it becomes
50:17
really really powerful but how do you
50:19
get the vernacular and I think that's
50:21
like any great especially humor humor
50:24
like Jerry Seinfeld I remember Jerry
50:26
Seinfeld when he's building a new show
50:28
he will literally go to really small
50:31
audiences practice and he invest six to
50:33
nine months just getting the timing the
50:36
tonality the texture of the are just
50:38
right because if you get it wrong the
50:41
add falls on its face that is your
50:43
prediction break that is in essence the
50:45
keys to success when it comes to humor
50:47
is the timing of the thing you might
50:49
have the great content or the concept
50:51
but it's the delivery and same with
50:53
creative if you've got to get the
50:55
delivery right because if you got a
50:56
great script but it's not executed well
50:58
doesn't work so for me this had all the
51:00
elements the vibe of the thing it had a
51:03
scene that you could relate to yeah it
51:06
had humor that was great it had timing
51:09
it was executed well but yeah for me
51:12
it's that's why it is one of the great
51:13
ads it's a classic creative if you're
51:15
gonna use humor - this is a great
51:16
example of using it well it's real
51:19
comedy is difficult because like you
51:22
just said it's it's all based on timing
51:24
so nobody knows why comedy works but we
51:27
think the reason
51:28
the big thing is it's exactly like you
51:31
said it's a prediction break so the
51:32
brain jolts whenever your brain leaves
51:36
in a prediction mode right now you're
51:38
not listening to us speak you're
51:40
imagining what we're about to say and so
51:43
long as we're even remotely close to
51:45
that you just get your prediction that's
51:46
the brain lives in its own little zone
51:48
whenever you break the prediction the
51:50
brain has to zip into the present moment
51:51
and determine what the heck just
51:53
happened
51:53
it's a jarring sensation it's a crazy
51:56
sensation and most people you then you
51:58
you have to deal with it okay do I shut
52:01
it down do I run from it do I breathe
52:04
deeply to get through it or do I laugh
52:06
and that's why in a lot of people even
52:08
at weddings or when something scares
52:10
them they'll just start laughing it's a
52:11
natural reaction to something that
52:13
breaks your prediction comedy works by
52:16
prediction breaking problem is is when
52:18
people know comedy is happening they're
52:20
always looking for that break so when
52:22
you're when I'm at a comedy show I'm
52:24
just seeing as soon as you tell me a
52:26
line I'm thinking okay how is he gonna
52:27
twist it how is this gonna move into a
52:29
different direction how is this I it's
52:31
not what I'm thinking so it's real hard
52:33
to be funny because you still gotta
52:34
break predictions when people are
52:35
waiting for it in commercials I can
52:38
imagine it's even doubly hard in that
52:42
you start a commercial most people have
52:44
a prediction so if you can break it
52:47
with a joke congratulations you win
52:49
problem is people have been doing that
52:51
for 30 years we're always looking for
52:52
the prediction break in commercials
52:55
we're always waiting for it to change to
52:56
tweak to do something unique this one
52:59
did it through language it didn't do
53:01
anything weird there wasn't a car crash
53:02
there wasn't like a weird hat there
53:04
wasn't a silly dance I like the hell
53:05
just happened here and it was such a
53:07
subtle unexpected easy stupidly simple
53:10
joke that no one would have thought of
53:12
before but as soon as you hear you like
53:13
classic that that's funny
53:15
even if you don't laugh out loud that's
53:17
a reaction you go damn smart smart move
53:20
so I just say if you're gonna play with
53:21
comedy it's got to be smart it's gotta
53:24
be subtle it's gotta be quick and know
53:28
that if you miss it you're gonna miss it
53:30
by a long way yeah you don't you know
53:33
just kind of hit it you're either on or
53:35
you're off cuz comedy is really risky
53:36
for me like whenever anyone especially a
53:38
client wants to go down like a comedic
53:41
route I get really nervous and
53:43
especially if it's a big trusted brand
53:45
like for FMCG you know if it's a packet
53:48
of chips or anything like that it's for
53:50
me it really lends itself to to low
53:52
dollar value purchases like that's
53:55
usually where comedy plays do you know
53:57
but playing it's something like a
53:58
Telstra or a bank or something that's a
54:01
big institution that feels like a big
54:03
institution to get that light
54:05
heartedness that makes it really human
54:08
in a way that is actually the stroke of
54:10
genius we've got this big cold
54:12
enterprise that you know potentially has
54:14
some you know ill toward just in
54:16
customer service and all the rest of it
54:17
do you know but to get this real liking
54:19
and sense of affinity with it through
54:21
humor but it's got to be delivered in
54:23
the right way and there is risk
54:26
associated with it but when it's well
54:27
executed it's a high-risk high-reward
54:29
game and I think there's two two points
54:32
have you made one like you just said if
54:33
you're gonna go to comedy route do the
54:35
Jerry Seinfeld route test the out
54:38
of it because if something's funny it's
54:40
gonna be funny to ten people yeah as
54:41
much as so it's easy enough you get a
54:43
group of people down you show them ten
54:45
commercials that aren't yours sneakers
54:47
into the middle see the reaction you'll
54:48
know if it's funny or not yeah don't
54:50
just show them your commercial you got
54:51
to get them in context too right context
54:54
so test it test it test it do not I
54:56
always go back to that dang what was
54:59
that one where the stupid people are
55:00
dancing
55:01
oh it's osku air Tasker I just that was
55:04
man if you'd had just tested that a
55:05
couple of times you'd have you've gotten
55:07
ten percent of people to be like that's
55:09
hilarious and ninety percent to say get
55:12
it walk away from that one and you know
55:14
known cool scrap it go in a different
55:15
direction so test the test to test it
55:17
and for me the context is really
55:21
important because the conversation as
55:23
soon as covert and restrictions came
55:24
down we had a lot of conversations what
55:27
can we do a covert a covert ADCO verdad
55:28
whereas as soon as you turn your TV on
55:30
during covert and lockdown every art is
55:33
a covert ad whereas if you had our hard
55:35
retail message or something else there
55:37
you actually stand out like no tomorrow
55:40
whereas pre covert you have a hard
55:43
retail out or anything else like that
55:44
that is kind of the norm so that's where
55:47
you've really got a test in in tsechow
55:50
in vironment where see how it's gonna
55:53
bodies that is how it's going to be
55:55
consumed not in your bubble of open up
55:58
your email play it in solace and just
56:00
review it in solace how is this gonna
56:02
look in a commercial break how is this
56:05
gonna look in your social feed it needs
56:07
to be in context that consumers are
56:09
going to interact with it and you gotta
56:10
assume most testing yeah would be done
56:12
kind of in-house with your team around a
56:14
computer screen going all right hey that
56:15
was good that was funny yeah I'm which
56:17
you don't know how that's gonna play out
56:18
I'll say this so that's it so the next
56:21
thing about comedy and I think this is
56:23
across a board with ads and maybe this
56:24
becomes something we play with in the
56:25
future most ads are Black Swan events so
56:28
they're post hoc things we can talk
56:30
about why and ads succeeded or why not
56:33
failed you can make a general prediction
56:36
on whether an ad will succeed or not but
56:37
especially with comedy no one knows yeah
56:40
um it's in so you call it a Black Swan
56:42
the entire world is filled with whites
56:44
white swans all of a sudden you see
56:46
you're black you're one black one no one
56:48
could have predicted it coming no one
56:49
saw it happening but there it was and
56:51
all the pundits in the world because all
56:53
they ever saw was white swans never even
56:55
knew that would be a thing but there it
56:57
is so when it comes to comedies but you
57:00
can't tell so the bat that's another
57:02
reason why you have to test the heck out
57:04
of it and see alright is it gonna work
57:05
the thing that makes this ad classic
57:07
nobody saw it coming nobody could tell
57:10
it in hindsight we can talk about it all
57:12
day but it's a Black Swan event it's
57:14
unpredictable it's unknowable and it
57:17
just lucked out is it's the gorilla who
57:19
knew that would have been so good they
57:21
knew it was good they didn't know it was
57:22
that good and you don't know it's that
57:24
good until you put it out but you gotta
57:26
at least make sure it's good if it's
57:28
ever has the opportunity to be big right
57:30
exactly so that's what you're trying to
57:32
say is you can control too good but it's
57:34
gonna become a classic or great that is
57:38
really in the environment or how its
57:39
received on scale
57:41
it's like testing you know you've got a
57:42
certain sample size but it's not until
57:44
you're really open it up to the much
57:45
broader whether it's testing a new
57:47
medical product or anything like that
57:48
you do have your samples but it's when
57:50
you start getting on scale it can behave
57:52
like that you never know it's like it's
57:54
like they're what's gonna make a good
57:56
pop song who the hell knows there are
57:58
much better songs and the ones that hit
58:00
number one on the radio that never make
58:02
it past so we don't know what that last
58:05
ingredient is that pushes something from
58:07
good I sell the X Factor any weekend so
58:10
I think it'd be an interesting thing in
58:11
the future maybe we pick a new ad coming
58:14
out predict it like I think the Kogan
58:16
one we've we've made a pretty solid
58:17
prediction that I think so long as they
58:18
keep running with it we should see an
58:20
uptick but again predictions will almost
58:23
there they're noise and it's the other
58:25
thing though that we don't know from a
58:26
media perspective we don't know how much
58:28
they're investing you know did they just
58:29
put a cheeky 50 grand behind it cross
58:31
their fingers and hope for the best
58:32
or is this now a strategic play that
58:34
they're gonna continue to invest in
58:36
because this is a short-term it's not
58:38
gonna work let's not let's do Hogan
58:40
watch we've made a prediction we rarely
58:42
do we make predictions here I think we
58:44
both see something that if they do X we
58:46
should see growth if they shift and pull
58:49
it back then we'll see something else
58:51
will do Kogan watch don't watch
58:53
stay tuned see Kogan watch 22 line
58:56
updates but table daddy's episode 3
58:58
Thank You dr. Jared always a pleasure
59:00
having you on the show thank you sir
59:02
that's a wrap restrictions are lifting
59:04
and thank you all for tuning in till
59:07
next time
59:08
either wait a second with restrictions
59:09
were lifting what's the first thing
59:10
you're gonna do
59:12
I'm going to bar and buy oh nice okay so
59:15
a little travel a little movement a
59:17
strap what what are you doing gonna get
59:18
a haircut this thing is getting these
59:21
three months of nonsense
59:24
freedom that's where we're going freedom
59:26
thanks for tuning in thanks everyone
59:28
spake son we'll see you
59:31
[Music]
59:43
you