The Science of Advertising Show
The Science of Advertising Show
#7 How To Create Effective Brand Storytelling
Darrell Lea | Budget Direct vs AAMI | Rhonda and Khatut
On today's show, we'll take a look at Darrell Lea's new campaign that pokes fun at the famous Cadbury Gorilla creative. Compare The Pair this week pits AAMI Does against Budget Direct's UFO campaign. Also from AAMI this week is the Classic Creative featuring Rhonda and Khatut.
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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
welcome to episode 7 of the science of advertising show the show where we
00:04
review the latest ads and the science behind
00:06
why they influence and persuade human behavior on today's panel we've got dr
00:10
jared cooney horvath the pre-eminent expert in the field of educational
00:14
neuroscience with a focus on learning memory and attention and your host
00:18
jonathan rolley
00:28
welcome to the show dr jay thank you for having me on
00:32
episode seven i'm excited for this one we had some good ads this time good
00:35
choices we do a very big lineup in this lineup we have
00:40
the likes of australian chocolate brand daryl lee
00:43
who is really taking it to the 800 pound gorilla
00:46
of the chocolate category in cadbury we've also got compare the pair
00:50
looking at the heavyweight insurance brands of budget direct
00:53
and amy going toe-to-toe then we discuss the classic creative from amy with the
01:00
lovable ronda and get to it like a sunrise but let's get started
01:08
that's like my favorite line my wife and i say it all the time do you really
01:11
there you go we do whenever we're just pedaling
01:13
around that beautiful break food let's jump straight into it the latest
01:17
from daryl lee here we go
01:38
is
01:50
all right daryl lee there we have it dr j i might cut to you for this one just
01:55
to get your thoughts this is a wonderful example of
02:01
how prior knowledge is required to understand
02:04
new learning so let's say for sake of conversation
02:07
you didn't know that this was a chocolate company and i'm only saying
02:10
forsaken conversation because i has sure as hell didn't know
02:14
until i had to look this stuff up so this is a great example you come
02:18
into an ad you immediately understand what it's doing but didn't we
02:22
look at the cadbury um gorilla a couple weeks ago yeah we
02:26
did yeah so we have a classic ad from a classic chocolate company that
02:31
these guys are going to take the piss out of
02:33
and play with problem is i didn't know they were a chocolate company until
02:38
after the fact so i guess on one hand this is really good
02:42
in that it forced me to do some thinking it forced me as a human being to go go
02:47
to say hey i recognize something i don't quite have all the pieces
02:50
let me go pieces together myself and a good rule of thumb
02:54
anytime a human being has to work the memory of the learning the understanding
02:57
gets deeper the fact that i actually had to go
03:00
look up their website and figure out what it was they sold congratulations
03:04
that means i'm probably never gonna forget
03:06
but it's a good thing to remember that there's gonna be a lot of people out
03:09
there who won't know that they're a chocolate company we'll
03:11
see this ad and we'll immediately just think cadbury they're taking the piss
03:15
forget you that was a great ad you're screwing with my cadbury ad i'm out of
03:19
here so i i don't know that how many people
03:21
are gonna be willing to go online and look up that
03:22
that it's a chocolate company beyond that
03:26
so prior knowledge out let's assume that everyone in the world knew it was a
03:29
chocolate company great ad i thought they did a wonderful
03:33
job with this they took a piss but in a way that made you feel
03:37
better in a way that aligned with a lot of the the growing morality concerning
03:41
the environmentalism concerning who we want to be and in
03:45
which case i think cool once i knew everything that
03:47
was going on i see why they did it i see why they chose it it looked good
03:51
i can't really complain what are you thinking
03:55
a very clever ad on many fronts um and like this one this one actually
04:01
blew up it's just australia but the the creative and
04:05
advertising bothers we're really divided on this you
04:08
had the one side going this is amazing ad love
04:11
this ad everything about it and the others just going no
04:14
this is a direct ripoff of cadbury get inventive you're just enforcing capri's
04:19
message so there was there was really two sides
04:21
to it but it really got conversation going and you know as creative boffins
04:25
that's sometimes their objective but um
04:29
yeah very very interesting when you start digging into it but yeah i agree
04:33
you would need to have laid that grain groundwork done like you have got to
04:37
have have exposure to cadbury to understand the piss take that this was
04:40
yeah you've also got to understand why palm oil is so bad as well you require
04:47
that prior learning and you know there will be many that do
04:50
there'll be many that may not be as whereas why palm oil
04:53
is so bad you know so for me nearly takes us back to
04:58
when we're talking about the moldy burger
05:01
laying the groundwork so if you set it up
05:05
like you were discussing with maori burger where you've got to go palm oil
05:08
is in everything from chocolate to makeup shampoo to ice cream
05:14
it's you can't often see it in the ingredients list because it's
05:17
hidden as vegetable oil on many labels you know demand is increased by 400
05:23
percent since 1995. you position this as like the antichrist
05:28
or the worst thing that's going on then you've got more leverage so i felt
05:31
that potentially you could have really plowed the soil to have a very
05:37
fertile runway for the mass market but on the flip side
05:41
if you're very aware of palm oil you know the problems with palm oil that
05:47
talks directly to you so you've owned a segment of the market
05:52
and that segment may be consuming cadbury
05:54
and they'll be second guessing going oh maybe i don't want to be supporting a
05:59
brand that goes against my beliefs so for me is a mass message
06:04
some question marks around it you know it's still very powerful
06:08
great ad great execution but the fact that people are talking about it the
06:12
fact that it got enough people saying hey was it good was
06:15
it not what did we just say the more the viewer does work
06:18
the deeper the message is gonna get so even the very act of just discussing it
06:23
that's not a bad move right there totally in terms of execution it was
06:27
it really felt like you're nearly watching a remake of the cadbury
06:30
creative you know there was sort of this intrigue
06:34
and i thought the execution of the orangutang was was sensational
06:38
like they really delivered in terms of production
06:41
like home run and if you think about it so i think
06:44
they tried to cover a base and i think you're spot on i i hadn't actually put
06:47
two and two together that so there's an environmental issue
06:51
with this product we're not gonna use that
06:54
product cool i was just too busy thinking about the cadbury angles that i
06:57
hadn't even really put two and two together
06:59
yeah right but what i think they were able to do is to build a bridge let's
07:01
say they're going for the healthy market you've already picked
07:04
your audience there's not not everyone in the world is health conscious not
07:08
everyone's going to go get the sugar-free chocolate why because it
07:10
tastes nasty most of the time so there's going
07:12
to be a good 60 of the people who don't care in which case i think they're
07:16
pretty good by saying you know what i don't care about you we're going to go
07:19
for these this group here with that said i don't
07:22
know jack about palm oil but it was clear that what they were
07:28
going for was a more holistic more environmental
07:32
healthier version of that ad so you've got a big
07:34
heavy gorilla in a human environment versus a really
07:39
light healthy looking orangutan in the jungle
07:42
where it's green and it looks like he's in his natural environment and he's just
07:45
having a good old time so i think even without the deep knowledge
07:49
i was able to piece the idea that they're saying we're somehow
07:52
environmentally conscious and they got that through just
07:56
by the setting just by the scenery problem is i don't know why i did like
08:00
you just said if i don't know palm oil and i don't
08:02
i don't know why so this is where i go like you've anyone that is aware of it
08:06
and i'm not sure how big this segment is but
08:08
it's probably five to fifteen percent that are very very hyper aware
08:12
of how bad palm oil is for the environment and the reason it's so bad
08:17
is that you know malaysia indonesia are two of the largest countries that
08:21
export palm oil palm oil is a great vegetable oil because you can produce it
08:25
on mass but the challenge is both of those countries are literally
08:29
setting forests on fire to clear the way killing orangutans tigers you name it
08:35
endangered species all throughout in the quest
08:40
of clearing land for more palm oil so right you gotta you gotta set that that
08:45
up what what a missed opportunity to paint the bad guy very rarely is it
08:50
kosher to have a very clear bad guy in an ad
08:53
without coming across like a douche like you
08:56
you can't just say by the way this product sucks but in this case you're
08:59
not talking about cadbury itself you're talking about a secondary thing
09:02
so there's no libel here there's no you're not
09:06
making fun of it's a very easy antagonist that you can now bring your
09:10
protagonist in with and you're right i miss i'm i'm sad that
09:14
they miss that and that's what i mean i think they got a little bit swept away
09:17
with the piss take of cadbury yeah rather than really hammering home
09:22
the message and there's two ways you could have done that
09:25
one would have been to plow the soil and sow your seed
09:28
of how bad palm oil is that is your campaign that's your pr
09:32
give that some air then you go in with your hero
09:36
that saves a day and we're 100 palm oil free do you know or in that
09:43
creative you've got the orangutan which is associated with palm oil because
09:47
orangutan population in these particular countries have dropped by over half
09:51
so they are literally the poster child for palm oil or the destruction of palm
09:55
oil phos so then on the back end of the ad you've
09:58
got your glossy 30 second you could then have a longer version
10:02
that then digs into why palm oil you know we need to stop
10:07
supporting palm oil as an industry and why we've chosen it
10:09
they've tried to do it through social but i just think that they've missed
10:12
a bigger opportunity but anyone that gets it they've got them and they
10:16
understand it but to your point you didn't really know
10:19
and it's it i'll say at the end of the day it's a
10:22
good looking ad it got me thinking it got me looking things up
10:25
it's cool but yes give me more if you're gonna be socially
10:29
conscious recognize that it's a niche market you have to teach
10:33
the world it's it's it's scary to think that
10:37
there has to be an element of education in anything that is fringe in anything
10:43
that's trying to change the mold but that's how you change the mold
10:46
because you can't change it by just continuing to play in the rules and say
10:49
oh that sucks you have to teach people why it sucks give them the foundation
10:53
and then they'll follow you out so any anyone i and i would say even beyond
10:57
this anyone trying to play the environmental
10:59
card is gonna have to face that you have to set up the bad guy unless
11:03
it's something like global warming or coal that everyone knows
11:06
if there's a real bad guy and most of people won't know it you got to make it
11:10
clear to me here's one for you i'll go sales now
11:14
like if i'm looking at sales if there's a pain point or
11:18
something that elicits emotion that makes someone feel uncomfortable
11:21
and i'm looking to sell a particular it's a better solution
11:25
i like to push that do you know and really get in there and push the pain
11:28
point just before the solution comes so pain
11:33
pleasure problem solution like and i get if
11:36
everyone is aware that there is a problem but i still like
11:39
to just push it or poke it or at least just fire it up
11:43
just so that then you've got the pain the pleasure
11:46
on the flip side if you take a look neurologically so for those of you i
11:49
think people are aware of the pain pleasure dichotomy but
11:52
what's happening in the brain is that pain point is a is a what your
11:57
brain registers as an error it's a disconnect between reality
12:00
and your version of reality in your head and that's the
12:04
pain is your brain essentially saying uh oh uh oh oh change change change
12:11
you'll literally never learn better faster easier than right after you feel
12:14
that pain because biologically the system that's that feeling the system is
12:18
saying we have to update our story our understanding immediately
12:21
so that's why he then pulled in that pleasure congratulations everything is
12:25
primed to update take that new message in and ideally
12:28
play with it so i think you're absolutely so that
12:31
very recognizable pain pleasure in this case would have been
12:35
it now we know the neurological mechanism would have been a very easy
12:38
play and and i'm thinking to myself like i'm
12:40
not in the creative field but i don't imagine it would have been that
12:44
difficult like you could go one way which are those really heavy ads like on
12:47
tv that with the sad music and the burning
12:50
forest and you see like a dead puppy with its eyes all big looking at
12:54
you like help me and it's like i that kind of works but in this instance
12:58
you want to keep a little bit of levity so you just have to have to find a way
13:02
to keep that levity while bringing in this message like you can
13:06
show the original gorilla or have like a series of auditions of different animals
13:11
trying to play the drums and we say i'm sorry we can't hire you
13:14
because palm oil is killing you find a way to
13:16
weave that message into the narrative that you're already building
13:20
so that you can keep the levity keep the fun and
13:23
get the learning in embedded within it i mean that was a see i'm not creative
13:26
that's horrible you don't want to talk about dead animals but
13:29
you see what i'm getting at like there's a way to do it and i think there's
13:32
several ways look like to sum up i think they've done a
13:34
brewing job it's a great ad great execution
13:36
and i hope it really works for them it's an amazing cause and
13:39
an amazing australian brand so credit to them i hope it has the wind at their
13:44
back and it does brilliant things for them but i think
13:46
there was a slight missed opportunity to really lay the groundwork for this just
13:51
to go um that little bit harder but anyway
13:54
let's let's change gears now and we'll talk
13:57
insurance so we've got a couple of latest of the
14:01
pieces work from both aimee and budget direct there's two from
14:05
budget direct so there's actually three here
14:08
and compare the pair
14:12
compare the pair our theme song by the way did you get
14:17
you lied that down in life there are those that say they'll
14:22
do and those that actually do when it comes to insurance keith it's
14:26
worth a closer look some don't offer unlimited not at fault
14:29
car hire but amy does just give us the other
14:34
drivers details need help with the claim some don't have
14:39
one dedicated home claims manager but amy does free roadside assist for a
14:44
year sorry some don't but amy does with the
14:47
new amy comprehensive car insurance policy
14:50
some cover your house and pool but not if the motor burns out
14:55
don't worry amy does some don't even have an app to lodge a
14:59
claim without having to chat but i think you know who does so
15:05
what's it gonna be keith
15:09
go with the doers amy does sweet dreams keith
15:15
lucky you're with amy
15:32
sarge i think i got something are you gary yeah that's me
15:39
you're paying way too much for your car insurance what's the story
15:43
i don't know really my parents are with them your parents
15:47
do they still do your washing for you as well
15:50
just the whites time to take control gary probe a little deeper
15:55
if you switch to better direct you can save hundreds
15:59
i can't believe i said probe money magazine's 2020 best of the best winner
16:03
budget direct insurance solved from the files of budget direct
16:17
is that your dog it's the neighbor's dog
16:35
will my insurance cover this not looking good i'm afraid budget direct would have
16:39
provided you with temporary accommodation for up to a year while
16:42
they repaired it
16:46
good dog get temporary accommodation for up to a year with budget direct
16:53
you've got insurance solved there we have it there's the latest from
16:58
budget direct and amy look i'll kick this off let's
17:02
look at budget direct to start with um let's go ufo ufo
17:08
i don't know how many times i've seen this i would go probably at least
17:11
a dozen i always associated this ad with x-files
17:16
i'm not sure why there was always a disconnect for me between
17:19
why is there a ufo a man floating above a car
17:23
and what has this got to do with car insurance
17:27
and it never really dawned on me until i watched it several times
17:31
for this particular episode and it's like oh the car roof has actually been
17:35
peeled back by the ufo so there is actual car damage there
17:38
is that what i did not see that i that is what i've been missing the whole time
17:43
see that was the the bit that i literally had to watch and try and go
17:46
what is the connect between car insurance and a ufo i
17:50
do not get it and then it just dawned on me that's what it is but it's such a
17:54
loose bow that it has taken me probably 20 times in total to try and get it and
18:00
that's me actively trying to get it as a whole it
18:03
really misses the the heart of the communication then
18:06
you go to the dog the lightsaber dog
18:11
which which i loved for several different reasons
18:14
like i loved it it was so different you haven't seen anything like it if you're
18:18
a star wars fan you're immediately pulled in
18:20
if you love dogs it's a cute dog it's already there
18:23
you know you've kind of got these affable characters that you kind of
18:26
and it takes you on this story where you see the physical damage
18:30
of the house both inside and out a very
18:36
bizarre type of situation that you can't see that it happened but
18:40
it pushes the extremities of what would happen but you still
18:43
covered and more to that what was missed in the first one was just a promise
18:48
you know you'll save with us but there's no proof to back up a claim
18:53
whereas this if you're with us yes you're not only covered
18:57
but we'll give your accommodation for up to 12 months
19:00
so that's the key message that they delivered in a
19:04
fun enjoyable way so that was a two from budget direct
19:09
i'll jump to you jared and then we can maybe just loop back in on amy if you
19:12
want following that so the the ufo one is older than the
19:16
light the new the lightsaber one's the new one good
19:18
they've learned so for a while i think we've talked
19:22
about this before how there's they're going for that x-files
19:25
theme i get it but i've never seen the link to insurance and
19:30
i even i've constantly said anytime i see one of their commercials there's a
19:34
dragon flying like what the hell are you guys selling like i don't i don't
19:37
get it until you told me that the car roof was pulled back
19:41
i even watched it a couple times for this i still didn't see that
19:44
so if that's your point you're totally missing it
19:48
but i get what they're doing okay so let's get because didn't you tell me
19:51
they used to be captain risky used to be their
19:55
spokesman correct mascot i was going to say mascot that's not true
19:59
but they're going to come in with the new mulder and scully cool i get it
20:03
problem if you're going to have a trusted advisor
20:07
make that person likeable if you have an advisor that i don't like
20:12
i'm gonna throw that straight onto your company and say you guys must be dicks
20:16
and that guy in that first ufo ad he's just
20:20
a dick so here i'm getting sucked into ufo this guy comes up and he looks at me
20:24
and like the daggiest aussie accent says you're an
20:29
idiot you you're saving money we're out of here done
20:32
you didn't help me you didn't protect me so now i think budget direct you're just
20:36
a bunch of [ __ ] and to be fair that guy is still a dick in the second
20:41
ad with the the dog i think they picked they miscast
20:44
that guy horribly because he is not likable he's not
20:47
charming he's not affable he's just mean but what they did catch on to was okay
20:52
we need an actual message here we need to
20:55
show damage to demonstrate that we are in
20:58
the insurance game so they kind of kept their two
21:02
trusted advisors who i wouldn't even say are trusted at this point i'd say dr
21:05
drop it and they went back to the captain risky kind of
21:08
fun let's show things get damaged and then demonstrate that okay we're gonna
21:13
make this work for you so they've whatever
21:16
whoever's been talking to them over the last couple years they finally figured
21:18
out they've been screwing it up a bit and i
21:20
think this brings them back in line i get their message the story's good
21:24
get rid of that guy and you're you're hitting the home run yeah
21:28
and then you got amy the latest from amy i'll cut to you
21:32
do you want to have a jump it not not ronda and couture
21:35
but this was the
21:39
hmm this one does my head in so i i i
21:46
i get it intellectually i understand what they're doing and i think
21:49
intellectually i like what they're doing moving into amy
21:53
does as kind of a new tagline it's always
21:55
going to be hard to move into something new
21:58
i get it and i kind of like it they're doing a straight comparison
22:02
over here pain here's your pleasure not gonna get it gonna get it
22:07
problem is this commercial and i've been thinking this since the first time i saw
22:12
it so this is been out for a couple weeks and i saw it
22:14
on tv and i thought the same thing you get so confused trying to figure out
22:19
the situation that you stop listening to the narration
22:24
right early in the piece to the point where
22:26
it takes about 30 seconds till you even understand what the hell is going on
22:31
and what they did is they made a mistake in that so
22:34
human beings we cannot read words while listening to somebody speak at the same
22:38
time but we can look at images while listening to somebody speak that's why
22:41
most commercials work that's true up to a point once an image
22:45
becomes confusing uncertain unclear or requires some sort
22:49
of decoding now i literally cannot listen to words
22:54
because all the mental the cognitive energy required to discern to detect
22:58
what's happening is going into that that decoding and
23:01
then until i solve it the words come i can't nothing's getting in word wise
23:06
so this starts with that scene on the bus
23:09
and that scene on the bus is so strange and so
23:13
oddly shot that i always find myself just trying to
23:18
decode what is going on with this bus that i miss the point that they're
23:22
trying to make is that the reason he's on this bus is because he doesn't have a
23:25
car because he got in a crash i'm i'm still not getting it i'm still
23:29
trying to figure out why is the guy next to him strong
23:32
why is there a woman giving him eggs like i get what you're trying
23:36
to do buses are weirdos but you've done it and filmed it in such
23:41
a way and then tried to send your message on top of it that you're losing
23:44
most of your people because we're just trying to figure out
23:47
the image at this point so by the end of the ad
23:50
i get it i it catches up with itself like you
23:53
don't have roadside assistance you suck well here you go
23:57
but god just the the way they did the choices they made having them sit in a
24:02
cooler instead of a pool confusing what do you i'm spending so
24:05
much time just trying to sort out your joke
24:08
that i'm missing your point and that's not a good thing
24:11
in an ad what are you what are you thinking yeah
24:14
it's a it's a really interesting one because they
24:19
they've got several things in there that are very good yeah
24:23
they've got five different stories within again this is the difference with
24:28
market is very much going short form which is 15 second creatives
24:33
30 second creatives if you're looking at the creatives that
24:36
allow a bit more space to tell a story 45 a minute you will get that bandwidth
24:43
so they've told five stories here you know everything
24:46
from car hire claim deducted roadside assist house and
24:50
pool they're basically gone here's our whole
24:52
suite of products we're this is your problem this is your solution amy does
24:57
this is your problem this is solution amy does
25:00
so for me the key takeaway wasn't so much that
25:03
each of these scenarios it was more about amy does
25:07
amy does amy does amy does they say this six times throughout so in
25:12
60 seconds they've just gone through this so you just go i'm not going to
25:16
remember the scenario it just means that it doesn't matter if it's car house
25:21
whatever it is amy does amy's got it and to the point where we had before
25:26
with the proof points in each of these they had a proof point
25:30
in terms of how they deliver it's not just a promise
25:33
an empty claim that you can't back up they're backed up all of them
25:36
i agree the footage on some of them is too complex and it's just a bit too
25:40
clever like i think if they actually stripped
25:42
it down rather than trying to be either a little bit
25:45
humorous or too clever they just really stripped it back down a little bit
25:50
like 10 20 percent to try and get around these little nuances in there
25:54
we're like why is there any skin i don't want yeah
25:58
how is he now in the car when he was in the bus i get it by the end but at the
26:02
moment it's just so it's too you could have done that a much
26:04
easier way yeah but they got across amy does and you can
26:09
kind of see this nearly feels like their new strategy or their new direction
26:14
it's how do we get away from amy does but they're probably still a little bit
26:17
attached to the change where they had you know the
26:20
previous amy ads were very much here's a big crash and all the rest of
26:24
it and you've got a beautiful amy lady that comes along and saves the day
26:27
you know whereas then they went to to [ __ ] creek or ship creek sorry
26:32
to you know that was playing very funny and they got a lot of leverage in it
26:36
but i think now they're trying to find this middle round and the middle ground
26:39
they probably need to lose a lit trying to be a bit too cute with it and
26:43
just hit that message because i think it's a good one i think
26:46
you say it enough it gets sticky amy does they're just trying to build
26:50
some more long-term brand assets and i think you and i i think again
26:54
on paper i love the idea it's the execution and i think you nailed it
26:58
before you even get into weapons of influence before you even get into
27:01
acoustic coding or repetition or any of this
27:04
stuff you've got two principles you need to hit and one
27:08
of them is simplicity you've got to be simple
27:11
go back and watch that ad and look at how many extraneous words they add
27:16
in that narration to the point where it's like don't worry about the details
27:20
i'll ask you that later so like when they're talking about the pool
27:23
they don't just say oh your pool shot will cover you they say
27:26
your pool is shot but it's really because two motors went bad
27:30
well they'll they'll cover you with most motors but not the brown ones but
27:34
we'll cover you with the brown ones shut the heck up get to the point they did it
27:38
there's another one i think it's the third one
27:39
in they said we'll cover you under circumstance abc
27:43
i'm like don't this is not the point to give me the specifics the details now
27:48
your point at this moment is to keep it simple give me your message they don't
27:52
do this we do so that's the difference between if you
27:55
had one of these stories in a 30 or 45 you could have gone there
28:00
do you know just with the lightsaber you've got all the little details of him
28:03
running through the house the chairs you know the power pole like you can do
28:08
that because it's one story you've got five stories here so you do
28:12
need that really simple message because otherwise you've been drawn into one of
28:16
the stories going i don't get that one and you lose the narrative of the global
28:20
view which is amy does amy does amy does amy does
28:24
which is the hero of this story amy does you know what just occurred to me an
28:30
easier way to do this because now they could have actually had two points
28:32
they could have had their repetition through an acoustic coding
28:37
and they could have had either a trusted advisor or a hero in that instead of
28:42
having one guy go through both scenarios have
28:46
two guys go through different scenarios the dude stuck in the bus as miserable
28:50
looks out the window and the hero comes driving by with amy in the car giving
28:54
him a thumbs up the miserable guy is sitting in the
28:56
cooler he looks over his fence and his friend is sitting in the
29:00
pool it's just a far easier way than trying
29:03
to find like even the pool one right he's sitting there with his daughter
29:07
camera has to pan up and then come back down it's just
29:10
too smart and it leaves you by the time you're done thinking about the last
29:15
episode you've already missed the next one and it just you're right
29:18
you lose the narrative yeah look overall i think i think it's a
29:22
really good spot but again the the nuances and just the detail and the
29:25
execution but really like where they're heading with amy does i think there's a
29:29
lot of merit to it how long they'll carry it on i'm not
29:32
sure but i'm keen to see what the evolution especially going from a ship
29:36
creek scenario to now this amy does so who do you think
29:39
did it better compare the pair who so take ufo off the counter let's just
29:44
take new dog versus new amy which one's doing
29:47
it better me yeah i'm budget direct
29:53
me too i think they i think they did it so much better
29:56
i think this latest execution of budget direct was was very very
30:01
very good they hit the key message which is
30:04
doesn't matter what happens to your home we've got you and
30:08
you can go into a replacement home for 12 months
30:12
we're not going to make fun of you for getting in a wreck we're going to help
30:14
you after you've gotten into around the hero
30:17
we will help you look amy does i still think it's not a
30:21
bag created by any stretch of the imagination it's more about who's done
30:24
it better but yeah on this particular compare the
30:26
pear i direct gets the chocolates no pun
30:30
intended speaking of amy speaking of basically
30:35
what classic creative what
30:39
a classic let's see it classic let's cut to it katoort and rhonda
30:48
it's time for a blast from the past
30:54
i've always dreamt of doing something more exotic
30:57
and with 15 off my insurance amy's safe driver awards helped me get there i make
31:02
special drink for you today ronda thank you you look so hot today like a
31:07
sunrise you're annoying thank you
31:11
remember ice on the road amy's safe driver rewards offer up to 15
31:16
discount for drivers who don't claim where will the savings take you
31:25
and ronda you look so hot today like a sunrise that's what i remember
31:31
you've got a completely different take on it
31:33
that was remember they kept it going they had like a whole soap opera with
31:36
them where she went back home and he was
31:38
gonna come visit her at the dance they turned this into a thing i was i
31:42
was hooked this was better than desperate housewives
31:45
yeah i kind of lost me i only like this one out of all of them this is the only
31:48
one that really had me because i had her in the office and they all started
31:51
clapping with ronda and all the rest of it i thought they
31:53
took it a little bit too far but you had to because this one
31:56
was such a hit but just to the point and we kind of missed it or i missed it
32:01
on the last one about telling a story so this is storytelling
32:07
telling a story that is relatable to your product
32:11
it's realistic it's so this whole story is fifteen percent off insurance
32:16
which is why rhonda's over there with catoot in the first place because she
32:19
saved money you go to the home insurance this is
32:22
what's happened in my home now you're saving it the ufo i don't get
32:27
that story that's unbelievable it makes no sense to me
32:30
i don't connect the dot between your brand
32:33
and the industry you sit in and how you're going to help me
32:37
so this one just nailed it in terms of 15 off your insurance
32:41
saves me money if i'm just like ronda and i can go overseas and enjoy a
32:46
wonderful holiday and fall in love and it shows you how important casting
32:51
is i promise you this ad doesn't get
32:54
anywhere near as much traction if that guy's
32:56
accent wasn't that smooth and if he wasn't just such a nice
33:01
dude but you start rooting for him rhonda's a nerd she's cute she's funny
33:05
but him he's the one that you gravitate
33:07
towards and you're like that's a nice dude and i don't know what
33:11
it was i i don't know why i mean there's so many ads with people with accents you
33:15
got the the two russian meerkat people you got
33:19
random dudes dancing another this was it was like it wasn't even trying and
33:24
they just found the perfect dude that everyone wanted to root for and was
33:28
like cool i'm in i'm yours now the the scary thing or the
33:32
trip is did they take it too far and that's
33:36
where i i think what started to happen was
33:39
so this kept this became a soap opera so i don't know is the is the woman with
33:43
orange hair she kind of a famous actress in australia like did people know her
33:48
she wasn't yeah because i was thinking my entire
33:51
thought was maybe she was a soap actress and they were making a soap because
33:54
remember it went ad after ad after ad and it was
33:57
their love story coming together the problem with it was by the end it
34:02
wasn't about amy anymore no one cared i could i couldn't have told you
34:06
to all i knew was beautiful breakfast i didn't know it was amy but i'm rooting
34:10
for these two so you have a danger that when you find
34:13
somebody or some pear that people really want to root for
34:18
of people digging into that story and then leaving your brand
34:21
off of that story so you have to make sure your brand is front and center as
34:24
you're doing these things and great example because you go great
34:28
casting they become a character that you love
34:31
and you feel close to and you know memorable in many different respects and
34:35
you want to reinforce that so you want to leverage your memorable character
34:38
but when you lose your narrative and it gets away from your brand
34:42
the character becomes the hero not your brand
34:46
you know and you see that with compare the market as well you know the heroes
34:50
become the characters and they kind of forget in some situations
34:53
what they actually are and what they need to stand for because it's all about
34:57
they're so in love with their characters that they've created
35:00
connect it with helping people that is what a brand is it's what a business
35:04
does businesses help people in some respect
35:08
you know what in hindsight would have been a very easy fix
35:11
don't call it ronda caller amy now at least you have your name of your company
35:16
granted it's going to be spelled differently
35:18
but no one's going to be looking at the spelling at least you'll have your name
35:21
coming up five six times and ten years later when somebody says beautiful break
35:24
foot ronda we say beautiful break foot amy and at
35:28
least you get me saying your name now that works for amy you couldn't
35:33
have done that with budget direct oh beautiful breakfast budget direct
35:37
like but but in this instance it would have
35:39
worked and it could have made the brand a little more front and
35:43
center but that's that's me nitpicking the extension of this in terms of just
35:48
this one pure ad it's there's a reason it's
35:51
classic i'm telling you man if you find somebody that people like
35:55
congratulations you've just hit a home run because it's real hard to do
35:59
but just on that the setup of this ad and i'm sure if you notice because
36:02
many people don't the setup of the ad is all about rhonda talking about how she
36:06
saved money yeah you know she got 15 and then it
36:09
goes into the story the little love connection they've got right there the
36:12
sparks we're just flying and away they go
36:15
and then it reinforces at the end again so you've got their core value
36:19
proposition is at the heart of this story yeah
36:23
that is so when is it where do entail i didn't see that is that have a
36:29
look at it again and you'll it's like camera to ronda and
36:32
rhonda's talking about how she say 15 off car insurance then could took comes
36:36
around with so it seeds it there doesn't hit home
36:41
but it's it frames a story straight up i say 15
36:45
off my car insurance then it tells the story and it loops back at the end
36:50
okay okay oh see i'm so focused on katuit
36:54
so what if you'd and i'm just thinking that this is
36:58
me being creative which we we've determined i'm not
37:02
what if you set that very beginning in that very end
37:05
in a different location to make it a very clear bookend where she's
37:10
instead of talking on the phone at the beach she's in the office
37:14
with her tan and all of her friends are like what happened she goes well
37:17
let me tell you and then they go to the ad and then they come back and then you
37:22
can if you have your soap opera it keeps
37:25
coming back to her telling the story to her friends and
37:28
then goes into the next part of the soap opera
37:30
yeah but you've got the relatable things in this story where she takes off her
37:33
glasses and you see like the tent like everyone
37:36
can relate to that you relate to the character you've gone
37:39
into before oxytocin you build a bond with those
37:42
particular which then you can leverage for your brand um
37:46
progressive directed this brilliantly with kitty in the us they leveraged it
37:51
somewhat over here as well with the character again they never lost
37:55
the core proposition which is saving money but then they have
37:58
the proof point of why because it's all online you know
38:02
so you've got to promise you've got to prove it whereas in the
38:06
others you know you look at the ufo all they did was
38:09
just proof point no promise didn't back it up it's an
38:13
empty empty saying so what do they say you
38:16
could save money i can't believe you're not saving more
38:19
see you later it's like what was the point okay
38:23
interesting yeah i like it i'm gonna keep an eye out for the proof promise
38:26
this week promise proof has to be proof we're gonna it is empty it does not
38:34
connect you do not get the response but that's a wrap that's it episode
38:37
seven thanks for tuning in till next time
38:40
jonathan rowley dr jared over and out
39:05
you