The Science of Advertising Show
The Science of Advertising Show
#6 Why This Ad Got Banned
Busch | Mercedes vs BMW | Toyota
On today's line up we kick off with a new creative from Busch that hints heavy at Apple's keynote ad. Our Compare The Pair this week pits Mercedes and BMW against each other as two big automotive players. Keeping it in the automotive category, our Classic Creative is from Toyota, which managed to get banned from TV.
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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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***
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00:00
welcome to the science of advertising
00:02
show episode six the show where we
00:04
review the latest ads and the science
00:06
behind
00:06
why they influence and persuade human
00:08
behavior on today's panel we've got dr
00:10
jared cooney horvath the pre-eminent
00:12
expert in the field of educational
00:14
neuroscience with a focus on learning
00:16
memory and attention and your host
00:18
jonathan rowley
00:19
[Music]
00:28
all right and on today's show we've got
00:30
a big lineup but first we've
00:32
got some ad out of the us from
00:35
bush let's cut to it now
00:37
[Applause]
00:41
a bushlight update has finally arrived
00:44
meet our newest product bush light
00:48
apple the crispness of bush the light
00:51
sweetness of apple flavor
00:52
it's like the sound of refreshment meets
00:55
the taste of the orchard
00:58
get him
01:02
get him wild or cold
01:05
[Music]
01:08
there we have it the latest from bush
01:10
i'll kick off i'll take this over dr jay
01:12
started start me off here start you off
01:15
i simply love this as soon as i saw it i
01:18
was just like genius
01:19
very cheap very cheerful filmed under
01:21
covered conditions
01:22
the one thing i loved about it was it
01:25
really
01:26
anchored it to apple like it's a new
01:28
brand it's apple which is the apple
01:29
launch
01:30
and it's just taken the piss out of
01:32
apple in a way it's got a steve jobs
01:35
kind of mock
01:36
product launch which is its own product
01:38
launch of sorts
01:39
so yeah i simply love this creative but
01:41
yeah keen to hear your thoughts
01:43
yeah it's exactly what you just said it
01:45
tied two ideas together
01:47
incredibly well like usually when you
01:49
take the piss on something it's gonna
01:51
miss
01:51
ninety percent of the time it's like oh
01:53
everyone else has already done that oh
01:54
that ain't good they took the piss while
01:57
staying in their own character instead
01:58
of the black turtleneck they had the uh
02:00
the lumberjack turtleneck
02:01
all looking good so in terms of the piss
02:03
tank brilliant
02:05
and the good thing and i actually see
02:06
this kind of theme running through what
02:08
we're doing today
02:09
is the catchphrase when they open it up
02:12
and it goes
02:13
boosh it's like that's the sound of your
02:16
can opening
02:16
every time i open a can i'm now gonna go
02:19
boosh
02:20
i never thought that was a thing but it
02:22
is a thing now and so then
02:24
what my i think from the bush which
02:26
we'll come back later too with more
02:28
catchphrases
02:29
you've now got something tying you to it
02:31
so the the joke now has become
02:33
its own joke it's gone beyond just
02:35
making fun of something
02:36
it's inserted its own humor that's
02:38
relevant to the brand so now you're
02:40
forming a new memory
02:41
anytime i see steve jobs do apple i'm
02:43
gonna say boosh
02:45
and then for anyone who just didn't
02:46
quite get the joke
02:48
they stretched out that apple at the end
02:50
and that i thought was a at first i'm
02:52
like oh
02:52
that's a hard move but then i thought
02:54
you know what that's actually a fairly
02:55
smart move because some people
02:56
won't have put two and two together so
02:58
by extending the apple it forces you to
03:00
think about this one word
03:02
and that's when a lot of people might go
03:03
oh i see what they're doing
03:05
so kind of a smart move that that may
03:07
have come like after they
03:09
tested the ad and maybe some people
03:11
didn't get it and they figured out okay
03:13
we need to just
03:14
make it very clear at the end that we're
03:15
talking about apple here did you get it
03:17
wink
03:18
so actually i thought the execution was
03:19
brilliant on that one yeah it was really
03:21
really overt
03:22
um but yeah there is a bit of a theme
03:24
today and
03:26
it's it's leveraging the concept of uh
03:28
let's call it memory hijack so when you
03:30
see something it triggers another memory
03:32
so this is like tesla tesla ran a
03:34
similar product launch to what you see
03:36
with apple
03:37
this has become the product launch of
03:39
the way you launch product
03:40
with these really really large brands so
03:42
if you can anchor your brand to it and
03:43
especially with a mnemonic
03:45
very very powerful yeah so if you think
03:48
about it so
03:48
let's strip that back for the hijack so
03:50
the idea that
03:51
for the viewers that memories are all
03:54
tied
03:54
together into giant networks that we
03:56
call schemas
03:58
and the idea is that if you access one
03:59
of those memories all the really close
04:01
associations will get activated with it
04:04
it becomes easier for you to think about
04:05
so a lot of the time ads will try and
04:07
build entire new schematas in your brain
04:10
for you
04:10
and it just takes a long time to build
04:13
one so a much easier route
04:15
is to take a schemata that we know
04:18
people already have
04:19
and just sneak yourself right in there
04:21
so you're a real close association so
04:23
anytime they activate this other memory
04:25
boom love it or hate it you're now there
04:27
with them and so that's what what bush
04:28
did here now anytime you see steve jobs
04:30
or anyone doing that
04:32
we're gonna think boosh because it's now
04:34
been tied in they had to do
04:36
like like like you said john minimal
04:38
effort minimal cost
04:40
smart thinking and they've now kind of
04:42
built themselves into
04:43
our brain which was a really good move
04:46
yeah goes back to the point when you've
04:47
got a great idea
04:48
and you execute it well you don't need
04:50
big budgets
04:52
this was a really low cost cheap and
04:53
cheerful but just a really nice idea
04:56
apple launched new product how do we do
04:58
an apple launch that just takes the
05:00
mickey out of apple itself
05:02
memory hijack seamless execution and
05:05
then just
05:05
making sure it was very overt made with
05:08
that apple
05:09
you know that sort of catchphrase that
05:10
ran over the top but i
05:12
really like the the mnemonic just that
05:14
boosh you know you can see people every
05:16
time they open a can they're just like
05:17
boosh
05:20
and every time they in college that's
05:22
going to go big now every kid in college
05:23
is going to start doing that for the
05:24
next couple months
05:25
that's my that's my call all right now
05:27
let's change
05:28
gears no pun intended let's look at
05:31
compare the pair
05:32
we've got the latest from mercedes and
05:34
the latest from bmw let's cut to the
05:37
footage
05:37
now
05:41
[Music]
05:58
if only finding the one you really want
05:59
was as easy as with the new
06:01
mercedes-benz online showroom
06:03
compare every new car in stock today and
06:05
see the latest offers
06:06
search mercedes-benz online showroom
06:18
today
06:31
[Music]
06:45
[Music]
06:46
so
06:49
[Music]
06:57
[Applause]
07:00
so
07:09
[Music]
07:14
so
07:24
there we are latest from bmw latest from
07:26
mercedes compare the pair
07:29
two new ads released during covered to
07:31
different positioning statements
07:33
oh my gosh okay let me see because we we
07:36
we haven't discussed this beforehand i
07:37
think one of these commercials did their
07:39
job well
07:40
one didn't i think
07:43
the second one did i think the bmw one
07:45
did tons better than the first one i
07:47
couldn't even really tell you what the
07:48
first one was about so that's where i
07:50
stand so what are you thinking
07:52
well interesting i i think they both did
07:54
well
07:56
i do think bmw did a much much better
07:58
job
07:59
of being on brand but what mercedes did
08:02
and let's just jump to mercedes
08:04
so mercedes took some some everyday
08:07
situations
08:08
you know whether it's ordering a coffee
08:09
and there's like 300 coffees or
08:11
different types of drinks on a chart and
08:12
a menu
08:13
you know you just get confused you're
08:15
just like i just want my coffee
08:16
then you go to a menu in a dining
08:18
restaurant and they present these
08:19
everyday situations that
08:21
we're very familiar with so the theme is
08:24
they've shown three different situations
08:26
that we're very familiar with and
08:27
they've tied it to what they've done
08:30
with mercedes
08:31
so it's basically a product selector i'm
08:33
here help me choose my product
08:35
so within that you're going straight to
08:38
mercedes
08:39
and mercedes are helping you choose a
08:40
product and you can only choose a
08:42
product within mercedes
08:44
so it's not comparing against audi or
08:46
any other care brands car brands you're
08:48
just comparing
08:49
against its own product lineup so clever
08:52
in a way
08:53
and they're really trying to especially
08:54
covered they're trying to get people
08:57
to select product online like they they
08:59
don't have a new product release it's
09:01
just trying to
09:02
to basically release something when
09:04
there's not much to release
09:06
where did it fall flat then so i mean
09:08
the idea is all good the execution was
09:10
pretty nice the way the commercial looks
09:11
is good where do you
09:12
did it ever fall flat for you for me the
09:15
only reason it really fell flat
09:17
is looking at the comparison so if i'm
09:19
comparing cars
09:21
it's very clear the lineup and mercedes
09:24
you can't really compare three or four
09:25
different models for my needs
09:27
like really each specific product fits a
09:30
very specific person and when you're
09:32
going to shop at mercedes
09:33
you already know that you've got a
09:35
pretty good idea of what mercedes i'm
09:36
going to get when you're walking
09:38
so that's kind of where it falls short
09:40
so does it really solve a problem
09:42
am i really going to go there to select
09:44
a mercedes that i'm already already
09:46
quite familiar with
09:47
a percentage of the market yes but it
09:49
doesn't really sell the mercedes brand
09:52
where that's what i i'll push i see i
09:54
want to go so i
09:55
i love everything you've you've said and
09:57
i think the commercial was spot on with
09:58
this so
09:59
there's a phenomenon called choice
10:01
paralysis where once a human being has
10:03
too many
10:04
options to make they tend to default
10:06
back to just their most basic thing
10:08
so if i give you three different jellies
10:11
to try you've got
10:12
strawberry orange apple you'll see most
10:15
people will
10:16
kind of flip between all three they'll
10:17
try all three you'll get kind of an even
10:19
spread as soon as i give you
10:21
50 jellies to choose from everyone goes
10:23
right to strawberry why because it's the
10:25
most common thing we know and we get
10:26
paralyzed by all this over choice
10:28
so that's kind of what they were playing
10:30
with but the three things
10:32
and so i recognize that i think that's
10:33
good the three things i think they went
10:34
flat on are one exactly what you said
10:37
the amount of choice you have at
10:38
mercedes is negligible
10:40
i'm not i i can look at all the cars but
10:43
there's only one i can afford or there's
10:45
only one in my
10:46
suv line that's really going to matter
10:47
for me so i don't really have choice
10:48
paralysis
10:49
when it comes to mercedes if i'm going
10:51
to your website you've already got me so
10:53
don't worry about it
10:55
two it made mercedes covid related
10:58
come to our website you can look stuff
11:00
up but everything else in that ad was
11:02
very not coveted related
11:03
all of a sudden i'm in a coffee shop all
11:05
of a sudden i'm in a clothing store
11:08
you can't give me three live scenarios
11:11
and then take me into a digital scenario
11:13
the two don't gel so if you would have
11:16
given me three
11:17
digital scenarios fine now i can come on
11:19
and say now i can see what i can do over
11:20
here
11:21
but the disconnect is just like it's
11:23
chalk and cheese
11:25
and the third thing is until you said
11:27
mercedes i had totally forgotten it was
11:29
a mercedes commercial i have
11:30
no clue what the brand was i never saw
11:33
it
11:34
printed anywhere i never i mean it was
11:35
there i guarantee
11:37
but nothing about the brand itself stuck
11:39
out in my mind what stuck out was
11:40
there is a hell of a lot of choice
11:42
paralysis in the world man
11:44
it's kind of nice to stay home where i
11:45
don't have to look at 16 different cups
11:47
of coffee
11:48
so i never tied the memory to that brand
11:50
unfortunately
11:52
you know what i'm just reversing my
11:53
decision after what i've just heard
11:55
which which
11:56
is interesting because i was actually i
11:57
was bouncing around as i was viewing it
11:59
but it wasn't top of mind right there i
12:01
was more focused on what was happening
12:02
with
12:03
tying the communication together but it
12:04
makes perfect sense yeah
12:06
like totally aligned in that and um yeah
12:09
mate i
12:10
i couldn't agree more now that's right
12:12
you've got me
12:13
but now go to the so what do you think
12:15
about the bmw one my
12:17
bmw i simply love this are very
12:19
different for bmw
12:20
bmw's usually quite serious in their
12:23
execution
12:24
and it's all about the driver and it's
12:26
it's all product preference they want to
12:28
show the vehicle
12:29
exerting itself thrashing itself around
12:31
corners
12:32
and the driver they're just really
12:33
enjoying himself so for me the
12:35
interesting thing they used prediction
12:37
break humour to set it up to tell this
12:39
story
12:40
that was quite engaging that's quite
12:41
relatable as well
12:43
but then they really do change gears as
12:46
he jumps in the car and he's throwing
12:48
this thing around
12:48
everywhere which they're demonstrating
12:51
the performance they're demonstrating
12:52
the steering
12:53
like they're really showing this car in
12:57
full flight which is what you want to
12:58
see
12:58
from a from a performance car or a
13:00
sports car like this but it ties it to
13:02
the brand as well it's very memorable
13:04
for
13:04
bmrw perspective that's what if you if
13:07
you talk about you always
13:08
bring up this idea of kind of like the
13:10
hero shot or the hero object and in this
13:12
commercial the hero
13:13
was the bmw if you go back to the last
13:16
commercial the hero was
13:17
the computer you can look up cars on
13:21
your computer congratulations
13:22
here the hero is the car i want that
13:25
thing
13:26
and i think you're right i think they
13:27
juxtapose that kind of prediction break
13:29
that
13:29
silly humor at the front end that we all
13:31
kind of recognize
13:33
and then they showed all the features
13:34
the card that make it strong the door
13:36
opened on its own
13:37
the thing uh starts on its own the
13:41
steering will now help you become a good
13:42
driver
13:43
you can suck and bmw will still make you
13:46
that awesome
13:47
steve mcqueen type of driver you always
13:48
wanted to be get in there go for it
13:50
and i just i and i remember the brand it
13:52
stuck with me and i knew
13:54
what i was paying attention to and i i
13:56
thought that was wonderful execution on
13:57
that one this this is really interesting
13:59
i'm actually in the middle of uh
14:01
working with a brand that's a brand new
14:02
brand that we haven't haven't really
14:04
previously engaged with
14:05
like it's quite a big brand overseas but
14:08
it's nowhere near living its
14:09
potential over here and interesting
14:11
enough as we go through the last two
14:13
three four years of creative execution
14:16
it's all big top line
14:18
like this beautiful creative nearly the
14:20
creative is the hero
14:23
the innovation to the product or the
14:25
product itself
14:26
takes a second seat at best they really
14:29
don't demonstrate
14:30
yes this is amazing product but here's
14:33
why
14:34
whereas if you look at like a dyson
14:35
creative do you know
14:37
it's all about here's our innovation
14:39
here's why we built it
14:40
and here's exactly why no one even comes
14:43
close to a dyson
14:44
and that's why they dominate vacuum
14:46
cleaners
14:48
the hero is the product you can't be the
14:50
hero
14:52
the hero is the product so that's the
14:55
product but you got the supporting
14:56
information around it
14:58
as to why it's the hero like some brands
15:01
call this the rtb the reason to believe
15:04
he's the hero here's why it's the hero
15:07
so you sort of anchored the brand
15:08
because interesting the brand that we're
15:09
working with or about to work with at
15:11
the moment
15:12
the number one reason people don't buy
15:14
this brand
15:15
is they're just not familiar with what
15:17
they actually are or why they're special
15:19
or why they're distinctive
15:21
because it hasn't had the supportive
15:22
framework around it
15:24
it's just we're the hero we're great
15:26
we're expensive
15:29
no supporting what do you do so that's
15:31
that's one so
15:32
that's good thing is is and i'm thinking
15:34
some products would be easier to
15:36
to demonstrate so like this car here
15:38
shows why are we so good
15:40
the door opens on its own it parks on
15:42
its own it helps you with your steering
15:44
it can actually
15:45
physically demonstrate it through its
15:47
actions whereas something like a dyson
15:49
with a vacuum we all just assume every
15:51
vacuum is going to do what it does
15:52
so they have to be a little more
15:53
deliberate with it they have to say
15:54
here's the mechanisms
15:56
that you'll never find anywhere else
15:57
here's the silence that you're going to
15:58
get from nowhere else
16:00
so they they can tackle it different
16:02
ways but at the end of the day you're
16:03
right you've got to say
16:04
what is my differentiation and how is
16:07
the best way to get this across because
16:08
at some point if you don't do that
16:10
what's the reasoning what's the totally
16:11
but if if you look at dyson as well and
16:13
i know we're not looking at dyson today
16:15
but it might be worth digging into in
16:16
another
16:17
session but dyson is very overt
16:20
with their communication it's not lost
16:22
in a fancy creative ad
16:24
where the ad is the hero and the product
16:26
plays
16:27
second fiddle yeah like it's the product
16:30
is the hero and they support it
16:32
but the other one they do is what we
16:34
call pain pleasure
16:35
is they'll show a bag that after a
16:37
period of time the suction drops
16:39
demeaning
16:39
it like diminishes greatly which means
16:41
the dust that you got in your carpet or
16:43
the bacteria
16:44
it's not pulling it up that can impact
16:46
your health you know you're getting a
16:48
quarter you're going whoa
16:49
this is not great i've got a problem
16:50
that i now need solved
16:52
dyson's the only guys are going to solve
16:54
it for me so they're very good at
16:55
positioning from several different
16:57
angles to help
16:58
tell that story again you've got all
17:00
these different anchor points
17:01
to what i know about dyson and why
17:03
they're great it's not just
17:05
here's a shiny ad and it's the problem
17:08
we're going to solve and i think that
17:10
isn't that that's the basis of pretty
17:11
much all advertisement all business
17:13
you're here to solve problems
17:15
why don't you tell me what it is you're
17:16
going to solve don't don't beat around
17:17
the bush don't hint
17:19
so i i guess and to compare the pair
17:22
we've got
17:22
what what problem am i solving one is
17:25
you're a crappy driver but now you can
17:26
be a good driver
17:28
the other is you got too many choices we
17:30
can help you sort those out i get it but
17:32
i just i thought that first one just
17:34
got lost in the mix unfortunately here's
17:36
an interesting
17:37
what is bush trying to solve then bush
17:39
apple what are they trying to solve
17:42
completely different play like when you
17:44
look at like an fmcg
17:46
product like that's nearly where quirk
17:49
and humor
17:50
and those novelty type of of assets work
17:53
really well
17:54
do you know because it is i just want to
17:55
feel good when i have a drink you know
17:57
like i just get a bush i can go bush
17:59
when i open it that's novelty
18:00
i enjoy it the more i drink it the more
18:02
i like it my
18:04
you know like it's not necessarily
18:05
solving a problem but
18:07
the piece of communication i want to
18:08
launch i have a new product
18:10
it's apple so let's
18:14
here's something's new let's try and
18:16
sample it it's in the mix that's all
18:18
they're trying to achieve
18:19
whereas you're looking at mercedes and
18:20
bmw they want to position themselves in
18:23
a certain way
18:24
but also launch a new product you've got
18:26
a lot more to talk about with with more
18:28
expensive products especially if they're
18:30
innovative
18:31
and it's interesting if you think too
18:33
some products will lend themselves
18:34
better to that
18:35
as well because some products so what is
18:38
i'm thinking to myself what problem does
18:40
beer solve
18:42
i'm bored i'm stuck home alone i'm not
18:44
getting along with my wife my kids are
18:46
annoying me
18:47
problem solution beer get drunk you
18:50
can't really advertise that
18:51
that's kind of acknowledged that we all
18:53
know that but you can't turn that into a
18:55
commercial oh
18:56
your wife annoying you get drunk so i
18:59
can
18:59
i can see how they're kind of in that
19:01
sticky spot where they can't
19:02
overtly say we're gonna solve your
19:04
problem so instead it's
19:05
how you know the problem so how can i
19:07
just make sure i get into your memory
19:08
system
19:09
so you try this new thing that's
19:10
interesting
19:12
yeah well let's change gears once again
19:14
and we'll go to a classic creative
19:17
from toyota hilux the unbreakable here
19:20
we go
19:25
it's time for a blast from the past
19:39
[Music]
19:40
[Applause]
19:45
[ __ ] at me
19:55
[Applause]
20:01
oh burger
20:14
brick stops oil planks
20:17
topsoil planks handbrake
20:23
[Music]
20:32
okay
20:40
[Music]
20:43
there we have it toyota hilux the
20:46
unbreakable
20:47
jared i i'm not sure did you actually
20:50
ever see this or this is way before your
20:51
time
20:52
we did not have toyota hilux we had
20:54
toyota no hilux in the u.s so this is my
20:56
first time seeing this commercial
20:58
do you remember growing up oh vividly
21:01
like
21:01
really vividly i remember the ad and
21:04
more importantly
21:05
where we're going to go but like without
21:08
you
21:08
leaving it can you see from afar like
21:10
i'm very curious to get your thoughts
21:13
on this so i
21:16
loved the heck out of it in that it was
21:18
just this continuously building
21:20
momentum thing where the first the very
21:22
first joke
21:23
you don't really get you know something
21:25
happened but you're like
21:27
and then it just keeps escalating
21:28
sillier and sillier until you finally
21:30
get the joke the fact that this thing
21:32
is so powerful and unstoppable that
21:34
nothing can get in its way
21:37
and then you get your acoustic coding
21:38
it's similar to the boosh
21:40
where now you have bugger now here's the
21:42
weird thing is apparently on youtube
21:45
it said that that ad was banned so i'm
21:48
guessing bugger is a bad word
21:50
or was at some point it was never in the
21:52
u.s
21:53
why would that ad have been banned well
21:56
google it at some time to to search the
21:58
definition because it
21:59
it probably got a lot of mums like my
22:01
mum um knows how to join
22:03
because like one thing that did happen
22:07
as soon as that ad came out not only did
22:09
you associate highlights with powerful
22:11
but very entertaining ad but you had
22:13
kids running around everywhere
22:15
as soon as anything happened it was like
22:17
bugger oh bugger me
22:18
like and previously like i grew up in a
22:21
non-swearing household
22:22
you know and all of a sudden you've got
22:24
kids running around saying bugger
22:26
thinking it's funny but also acceptable
22:30
yeah it is though isn't it what's wrong
22:32
with is bugger
22:33
i i know what it i'm guessing it means
22:35
to
22:36
fornicate with another human being but
22:39
is that like as
22:40
bad as saying the f word no it's not but
22:42
i think it was just the volume of kids
22:44
that started saying it
22:45
and every time you say it you think of
22:46
highlights like incredibly clever like
22:48
brilliant but when i when i dig into the
22:50
ad you go it does escalate and it does
22:53
escalate and it does escalate and it's
22:54
very entertaining
22:56
and it gets across their proof point
22:57
this thing is powerful
22:59
look at some of the silly situations
23:00
that it does and because it is humorous
23:02
you do get a lot of liking to it
23:04
but bugger you're looking at the
23:05
encoding of that
23:07
not only do you say it but it says it
23:10
five times in the ad and it got me
23:13
thinking about
23:15
episodic memory yeah and semantic memory
23:18
oh what are you thinking so episodic
23:21
memory
23:22
is one exposure you know tied to a time
23:24
and place
23:25
semantic memory is three or more
23:27
exposures to form your own independent
23:29
version of that
23:30
event so in this one ad
23:33
you've got five different exposures of
23:35
bugger said different ways
23:37
that forms your own independent version
23:39
of bugger
23:41
in one ad you've literally anchored that
23:43
word to toyota hilux
23:46
and it's set and every time you say it
23:48
it just gets deeper
23:49
so very clever and the continuation of
23:52
this which wasn't anywhere near as
23:54
successful
23:55
like this one was incred and again the
23:56
reason this is also incredibly
23:58
successful
23:58
it knows its audience it was talking to
24:01
farmers farmers use highlights as day in
24:03
day out
24:04
and it also appeals to tradies you know
24:06
because they're a similar type of
24:08
character
24:09
um but yeah they just absolutely know
24:10
their audience but the next ad
24:12
which was more they tried to be more
24:14
funny and quirky and bit more
24:16
skittish and it was specifically
24:18
targeted tradies didn't work anywhere
24:19
near as well but again
24:21
they said bugger five times in the same
24:24
ad and included a baby and some other
24:26
characters as well
24:27
but interesting for me like yeah that
24:29
was my big takeaway if you want to own a
24:30
word say it in different situations
24:33
so rather than just one chance of trying
24:35
to recall it let's just hammer it home
24:38
in one ad
24:38
and for me going back to bmw bmw
24:41
60 second creative hi
24:44
lux 45 second creative yeah longer than
24:48
the norm
24:49
the norm now is 15 seconds everyone's
24:52
trying to tell their message
24:54
in 15 seconds it used to be 30 before
24:56
that it used to be 60 it's just getting
24:58
shorter and shorter and shorter
25:00
but if you're looking at memory
25:01
formation sometimes you need the longer
25:04
form
25:05
to embed it effectively and you can only
25:08
break a prediction once but once you do
25:11
you have to do something with it so in
25:12
15 seconds i can break
25:14
a prediction but then as you said now
25:15
i've got to pound something home
25:17
and that could take time that give me my
25:20
45 give me my 60 build a story
25:22
it's interesting you say as you're
25:23
saying that i'm thinking
25:26
when you get involved with a narrative
25:29
um i think we may have talked about this
25:30
in the past
25:31
you start to excrete weird word to say
25:35
uh oxytocin throughout your body
25:37
throughout your brain this is a bonding
25:39
chemical essentially what's happening
25:40
when you're getting your oxytocin
25:42
while engaging with the narrative is now
25:44
you are becoming part of that narrative
25:46
you're you're
25:47
empathizing with it it's becoming a part
25:49
of your own story in that moment
25:51
this is why we love good films but you
25:53
could sit through a two-hour film that's
25:54
horrible
25:55
never get a drop of oxytocin because the
25:57
narrative was just off
25:59
but if you start thinking about
26:00
commercials now it's like okay
26:02
one of our biggest tools is going to be
26:03
this empathy tool can i get that in 15
26:07
seconds is it possible to tell
26:08
to tell an effective narrative in 15
26:10
seconds
26:12
yes you'd like to assume that it is but
26:14
my god it's going to be a lot harder to
26:16
do that in 15 than in 60.
26:17
give me four four times more time i have
26:20
a better chance of building a very clear
26:22
beginning
26:23
metal and a very clear trajectory that
26:26
sucks in the the audience the viewer and
26:28
now they start to like it
26:29
and that's why i kind of think go back
26:31
to the car ads the bmw one
26:33
you resonate with that about halfway
26:34
through when that kid's having fun
26:36
you're now in i can actually actually
26:38
feel that moment where i clicked in and
26:39
now i'm empathizing with the commercial
26:41
whereas the first one was just isolated
26:42
skits never got tied together into a
26:44
narrative
26:45
never got me into that zone where now
26:46
i'm going to release my chemicals and it
26:48
was just
26:49
interesting so i'm with you and and
26:52
if you go longer you have more time to
26:53
tell your story your narrative to get
26:55
the
26:55
the audience in but go back to the to
26:57
the hilux one now
26:59
it's i i think the problem between one
27:01
and two is exactly like you said it was
27:02
like
27:03
remember in hollywood in the 90s just
27:05
sucked horribly
27:06
in that if they made one good movie they
27:09
would make part two
27:10
and part two would be just like part one
27:12
except bigger
27:14
and it always sucked because you're like
27:16
no i don't
27:17
i didn't need bigger i needed that same
27:19
character just in a different situation
27:22
so i'm just saying die hard 2. oh god or
27:24
gremlins 2.
27:26
oh my goodness but that's what they did
27:28
with the highlights one it was like
27:29
fury so i oh man that just that just
27:32
kept getting worse and worse
27:33
that's almost become a parody of itself
27:35
to the point where now it's fine
27:36
be as silly as you want to be but in
27:38
this case yeah i was like hey
27:40
bugger was funny let's just ramp it up
27:41
and have a baby say it just have a dog
27:43
say whoop doo doo
27:44
it's like no you hit your mark stick
27:47
with your mark and go with it it's the
27:48
fact that it was a bloke just saying
27:50
these things having a good old time
27:52
um so i think yeah the second commercial
27:54
just kind of butchered it a bit but the
27:55
first one was strong
27:56
and i think going back to the episodic
27:58
memory idea
28:00
because they tie bugger like you said to
28:02
five different situations
28:04
chances are every time you watch it
28:05
you're going to resonate with one of the
28:07
different situations
28:08
the first time you watch it it's gonna
28:10
take you three or four times to get
28:11
to figure out what the joke is and so
28:14
you might catch one of the last ones
28:16
the next time you see you're going to
28:17
remember oh this is the bugger
28:18
commercial
28:19
i remember they were like jokes near
28:20
what else is he going to do oh the fence
28:22
i get it and you're going to catch
28:23
something new and then i think by the
28:26
third viewing that's when you're really
28:27
going to
28:28
cotton on to that cow one where you're
28:31
gonna now start building your own story
28:32
where you're gonna say wait a second
28:33
he's gonna rip that cow in half
28:35
oh boy so that's why they don't show the
28:37
cow actually flying i guess the joke is
28:39
cow didn't quite make it through that
28:40
one but these are all things it's just a
28:42
building once you build
28:44
you've given me enough with enough
28:46
sustained attention to build a memory
28:48
towards the end that now every time i
28:49
want to come back and i want to pay more
28:51
attention to see what else am i missing
28:53
in this commercial um recently
28:56
specsavers did something very
28:57
good i only saw the commercial once and
28:59
it pisses me off
29:01
it was a commercial and then right at
29:03
the very end it said 10 things were
29:05
wrong with this commercial did you spot
29:06
any of them
29:07
and i said no of course i didn't but i
29:11
never saw the commercial again i was
29:12
dying to see the commercial again
29:13
because now you've just given me a
29:15
challenge now i'm a part of your game
29:17
and i want to see what the heck you're
29:18
doing to me unfortunately i just do
29:20
did you ever see that commercial no i'm
29:23
i'll have a look
29:24
let's get that up that could be for one
29:26
of the next ones but yeah
29:27
but that's an another good way just it's
29:29
a sustained commercial that just keeps
29:31
bringing you in and makes you a part of
29:33
it
29:34
um so just while we're on talking about
29:36
length of creative
29:38
interesting to note there's a study out
29:39
of the us called the mere exposure
29:41
effect
29:42
so it's got a range of different names
29:44
but in essence what it's trying to
29:46
unearth
29:47
is how many times does an individual
29:49
need to be exposed
29:50
to a branded piece of communication
29:52
before you consider it
29:54
so not to buy just to consider
29:57
so in 2005 when study started it was
30:00
measured at 5.2 times
30:02
so you needed 5.2 branded exposures
30:05
before you'd then
30:06
consider that brand in part of the
30:07
consideration set
30:09
2012 fast forward seven years it was
30:12
measured at 12.8 times
30:16
fast forward to today
30:20
the papers being released early next
30:22
year
30:23
it's expected to be well over 20 times
30:28
20 exposures required before you even
30:30
consider
30:31
consider the brand so two driving forces
30:34
there
30:34
to break it down first driving force
30:38
the media we're using to connect to
30:40
individuals
30:41
we're using shorter and shorter form
30:44
that we've got less and
30:45
less and attention on these platforms so
30:47
whether it's social whether it's youtube
30:50
you know youtube you're running six
30:52
second ads
30:53
like again as you were just talking
30:55
about to get attention
30:57
you really only just got attention how
30:59
do you actually then start doing better
31:00
memory within six seconds
31:02
like it's very very challenging so this
31:04
is and the other thing we're seeing
31:06
is just the rise of digital in terms of
31:08
the way we're trying to communicate
31:10
people which is that shorter and shorter
31:12
form
31:12
but just a really interesting thing to
31:14
see the change in habit
31:15
but the ads that we like the most in
31:17
that particular section
31:19
were all longer form yeah yeah if you've
31:22
got the time into the and you think
31:24
if the longer form can't be done
31:25
digitally how much are people spending
31:27
on digital advertisement which is
31:30
going to be far less effective and give
31:32
you these constraints you can't use
31:35
when we still do have tvs we all still
31:37
do watch tvs and read newspapers there
31:39
are still the old formats out there
31:40
which
31:41
so far as i'm concerned still work a
31:43
whole heck of a lot better
31:44
question for you while i've got you
31:46
because there's also a whole heap of
31:47
research that's coming out over the last
31:49
three or four years
31:50
yeah and it states that the bigger the
31:53
canvas you have
31:54
with your media so call it your screen
31:57
in your lounge room
31:58
yeah versus on your phone and that tiny
32:01
little bit of canvas that you're working
32:03
with
32:03
the better the memory that's formed
32:07
interesting could be um you know who i
32:09
would ask about this so
32:11
save this for next episode i'll bring
32:13
back some answers
32:14
to this but karen nelson field out of
32:16
adelaide does a lot of research on this
32:18
on
32:19
what percentage of a screen are you
32:20
using and what impact does that then
32:22
have on memory or
32:24
connection with the ad yeah look love it
32:26
that's a wrap for episode
32:28
six thank you to dr j as always and look
32:30
forward to tuning in next time with
32:32
episode seven i've read the tigers
32:35
they're playing tonight
32:36
go the tigers
32:48
[Music]
32:58
you