Snickers | Cheetos | Jeep | Rocket Mortgage | Amazon | Google
On today's episode we are talking all things Super Bowl - the mecca of advertising. Big money, big spenders, it's all on the line! We analyse the stand out 2020 Super Bowl ads from Snickers, Cheetos, Jeep, Rocket Mortgage, Amazon and Google.
***
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.
Subscribe to our channels and give us a follow on LinkedIn - we would love to connect!
YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA
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Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4
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https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/
***
If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/
Snickers | Cheetos | Jeep | Rocket Mortgage | Amazon | Google
On today's episode we are talking all things Super Bowl - the mecca of advertising. Big money, big spenders, it's all on the line! We analyse the stand out 2020 Super Bowl ads from Snickers, Cheetos, Jeep, Rocket Mortgage, Amazon and Google.
***
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.
Subscribe to our channels and give us a follow on LinkedIn - we would love to connect!
YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA
Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwcsi=_7_vknwBSKWZX_UrufjMFQ
Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4
Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==
https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/
***
If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/
00:19
yeah that kind of scared that's what we do yeah everything shuts down and you
00:24
watch the game totally totally welcome to the first
00:27
edition of the science of advertising Johnathan Rolley here and Dr. Jared well
00:32
today we're gonna talk to slowly and awkwardly well welcome to the first
00:42
episode of the science of advertising with Jonathan Rolley and Dr. Jared we're
00:46
here to talk all things Superbowl the mecca of advertising big money big
00:52
celebrities it's all on the line big stakes
00:55
so during the Super Bowl just some quick numbers for you 50 for brands
01:00
advertising this year being 20/20 they spent a total of 435 million and for us
01:06
in Australia six hundred and fifty mil a 30-second clip was just shy of five
01:12
point six mil u.s. or nearly eight and a half ozzie so this year
01:18
interesting to note long firm long-form commercials so we're talking 1690s 120s
01:23
featured really heavily so 24 out of the 59 spots in the game were actually
01:29
long-form lasting more than 60 seconds they had to pay double the rate triple
01:33
the rate totally so they use 30 seconds pro rata and they just basically buying
01:37
two three days or but it's really interesting because you're seeing the
01:40
market the markets really shifting towards short form so 15-second even
01:44
like six second format and that's the media outlets pushing that as well yeah
01:48
because it's great for them because they can charge premium and it's a short
01:50
imagery so you know in a 60-second spot you can sell ten advertisers rather than
01:55
to advertisers but if two advertisers are willing to pay the price of ten
01:59
advertisers man totally I'd say no but it's interesting because yo you know
02:03
high stakes but we need longer form to actually tell a story connect engage
02:07
everything else whereas you go the market especially DG markets going I
02:11
friends got shorter attentions how do we try and cram our message into a second
02:14
format and you wonder to whet those prices if that's not a move from the big
02:19
companies to say well cool you're gonna sell 150 ads but if I can buy up a huge
02:26
chunk of that time that's 50 ads that my competitors can
02:30
by that some small company can't sneak in with so it's probably less
02:35
advertising on their part more just making sure no one else is advertising
02:38
well it could be that as well but interesting to note here as well
02:41
interesting the biggest category was car manufacturers so they purchased if you
02:46
look in all the car brands yeah it was nearly 20% of all Super Bowl inventory
02:50
was purchased by the autos you know so it's a a category or they just go we
02:54
must play there yeah in terms of production so this is how much the
02:58
brands actually spent on producing the ads so the Brewers Budweiser they spent
03:04
41 million US producing their ad so that on the number one followed by Pepsi
03:09
coming in at 31 mill again US for one ad for what this is producing so talent
03:16
production probably all together at the creative followed by P&G 30 mil Amazon
03:23
at 26 or us you know so they're spending more on their production and creative
03:29
yeah by considerable factor compared to the inventory you know just goes to show
03:36
that getting that right is so important the interests thing about that we're
03:39
gonna review a few ads today and dig into the detail why they're great why
03:42
they're not and what worked what didn't and most of the brands are just called
03:46
out then don't actually feature in our list and especially with the media
03:50
pundits and the experts they're not talking about most of those brands
03:53
Bonnie's on Amazon did make the list so really interesting it's not how much you
03:57
spend it's what you do with the idea so you've got a 40 million dollar
04:00
commercial and no one referenced afterwards not didn't feature in sort of
04:05
the top 10 that most people were talking yeah you know but having said that this
04:10
is kind of the mecca as a creative director it's kind of the ultimate and
04:13
you've got you know somewhat unlimited budgets to go to town with so what do
04:17
you want to do with unlimited budgets how do I get the biggest talent how do I
04:21
get the celebrities I've always wanted to work with how do I create a crazy
04:24
idea and pull it together you know how do I make or just a generic car driving
04:29
down a road for 40 million dollars hey there's corruption everywhere you know
04:33
some of those directories hey where you going with that all right the game
04:38
itself poured ninety-nine point nine million from linear TV
04:43
and just 2.6 from streaming so this is an event that everyone Tunes in live so
04:49
they're watching a linear you know so just over two and a half percent there
04:52
there abouts so this actually made it the second least watch Super Bowl in the
04:57
last decade really yeah so so 99 million is a drop a drop
05:02
what was its highest ena highest sits close to 120 your average is about 110
05:08
you know so it's about 10 percent short but more to do not so much with the
05:11
event itself you've got more who is actually
05:14
featuring in the game yeah that's a when you take out the big teams the birds the
05:18
Tom Brady's the Steelers totally and we've got the Chiefs so let's just say
05:26
that's a big ticket team right there to be fair they do have the best football
05:32
player right now in their quarterback the best guy on the field all around but
05:36
really it's it's a smaller market team it's not a little a team it's not it's
05:41
not an East Coast team sorry it's not just sports don't you I do let's talk
05:45
about the San Francisco night 49ers man what are you dear what a year my how
05:50
would you sell up the year then for the Niners or for the Chiefs for the NHANES
05:54
totally unexpectedly awesome like we all knew they were gonna be good but we
05:58
didn't think they'd be that good yes they were they had done their rebuild
06:01
and they kind of did that Moneyball thing where they changed up the way they
06:06
manage their team and rebrand they changed their story their team story and
06:11
how they work with their players and those either are like huge hits are huge
06:15
misses and theirs was a huge hit so everyone kind of assumed they were gonna
06:19
win but to be fair I had the Chiefs do you had to chase the Chiefs have a huge
06:24
chip on their shoulder but the Niners they weren't ready for it yet they'll be
06:28
there next year they're gonna be just as good as they were this year and now that
06:32
they've got it under their belt they're gonna probably walk away so you actually
06:35
peaked chase oh yes I did so I was the one guy in my family to actually make
06:39
money this year on unlike last year unlike the last 20 20 years this is my
06:46
second Super Bowl hit since 2000 yeah this is interesting cuz it's like what's
06:50
Jared cuz whatever he puts money on do the opposite put money on the exact
06:54
opposite yeah so this one instance I was totally
06:57
right and I'm gonna I'm gonna talk this out the rest of the year you on it being
07:01
a mad Patriots fan mmm are you a Pats man no I'm a Steelers fan oh it's very
07:09
I'm more than Pittsburgh there you go there you go um so in terms of total
07:14
audience 102 ml total so it is about a 10% drop now adds here's what we're
07:19
talking about today so we've poured a collection of the most
07:22
talked about ads or what most of the creative directors have deemed to be the
07:26
best ads there there abouts that's what we're really going to dig in today in
07:30
terms of looking at them what's good about them what's not so good or just
07:34
even the principles that sit behind them especially why I'm so grateful that
07:38
you're actually here especially with your background looking at you know the
07:42
science of memory how it forms what that looks like you know looking at the
07:47
principles of what these creatives are looking to try and do and how that
07:51
correlates to memory and for us we see a direct correlation with memory to
07:55
performance ultimately ads are here to sell stuff if we're not gonna be selling
08:00
stuff there's no point you're just creating a
08:02
bit of art for the piece of art's sake do you know what I mean and potentially
08:06
quite a few of these not so much here today but a lot of ads do fall in that
08:10
category of people trying to fulfill their artistic endeavor which is lovely
08:15
but that's not the primary purpose of an ad I know but if you want to be an
08:19
artist go and buy an easel and paint a picture
08:23
don't waste tens of millions of dollars your brand you know fulfilling your
08:27
artistic potential there so you know I just what we're here to talk about you
08:32
know so big budgets big brands is kind of unlimited scope but the really
08:36
interesting thing as soon as you have that most creative directors go to the
08:40
fallback so what's the fall back fall back is very much using celebrity how do
08:44
I buy the biggest brands that money can get and leverage that talent they're
08:49
also looking at you know a bit of nostalgia whether it's movies whether
08:52
it's you know something that's there and try and leverage that as well so this is
08:56
kind of the ads that all the way through ad school is a young creative you know
09:01
you've got these visions of shooting big ads big budgets this is kind of your own
09:06
Super Bowl of advertising you know you've made it so
09:10
the scope is on somewhat unlimited so it's all the bigger big names and big
09:14
ideas anyone famous from anywhere sort of features but um there was a nice
09:20
cross-section of celebrity endorsement this year might huge but that was kind
09:24
of the focus for that everyone went to the fallback was celebrity and he say
09:28
year in year out that it's celebrity celebrity celebrity celebrity I remember
09:32
it was about 10 15 years ago they went through a non-celebrity phase during the
09:37
Superbowl ads where they were going through that really remember when music
09:41
went from like pop music into kind of indie yeah weird and everyone just had
09:44
to be strange I remember like a chunk of time where the ads were all just strange
09:48
I heard there was one my all-time favorite super I couldn't even tell you
09:52
what the heck this is for but it was it was the back of a moving van and it had
09:57
two old dudes just clapping totally out of beat and a monkey in between them
10:01
dancing and that was 30 seconds and the end of the ad said we just wasted two
10:06
million dollars what are you doing with your money and that that passed as a
10:10
viable super will add that year so I'm I'm glad we've kind of swung out of that
10:14
just be weird for weird sake but the celebrity thing you had you're walking a
10:18
fine line when you play that game yeah well that'll be interesting to talk
10:22
about so the first one that we're gonna look at today is Snickers so Snickers is
10:26
bein a brand that's heavily featured Super Bowl for many many years and this
10:31
is kind of a new approach for them so if we have a look at Nick is where they're
10:40
everyone's texting dirty pink baby
10:47
robocalls up in the mix so we're being the world Oh Snickers yep
11:02
will it work milk keeps getting reinvented autocorrect dis so demented
11:13
the surveillance states got brand new trail we don't seriously
11:35
Oh
11:48
the Snickers hoe is working I dig because my son still lives with us
11:57
my 32 year old part-time DJ son
12:09
at Louise Guzman who came in at the end of that so there was a celebrity
12:15
endorsement it just happened to be Louisa goos man ooh I didn't I didn't
12:20
first time I wash I didn't notice that Louisa Guzman was at the end of it it's
12:24
a hundred percent him so that is celebrity endorsement celebrity
12:29
endorsement even he acknowledges celebrity endorsement okay I'll take
12:35
love it so what was your ad take from that so you can tell what they're doing
12:40
with this right they're taking the piss from the old coca-cola commercial which
12:45
we took a look up was 1971 I thought it was after that but 1971 had the coke
12:50
commercial yeah and the entire point of that it was riding off the back of the
12:54
McDonald's two all-beef patties special sauce let's get a song so let me let's
12:59
start here you get a jingle that features the name of your product people
13:03
start singing that jingle the reason what happens is with memory step number
13:08
one if you want a deep lasting accessible memory it's all about what we
13:12
call recall how are you pulling at information up I can shove it into your
13:15
brain all day but if you start thinking about it if you start accessing it
13:19
yourself that's when the memory gets deep so the whole point of a jingle is
13:23
to get somebody to sing your song for you and now they're stuck with you're
13:27
there your brand your idea in their head so go back to the do we have the
13:32
coca-cola ad yeah we do so let's take a quick look at that one I like to buy the
13:38
world of home
13:49
turtle dolls I like to teach the world to save me
14:35
so it's cool with that one is you have to put yourself kind of in the mindset
14:39
and hear what they're doing is they're building their brand their name into a
14:43
jingle that's somebody else we still sing to this day and they're appealing
14:47
to the new market which is the 70s market everyone's anti-war they're
14:50
saying yeah here we're with you so you're talking the coke add milk add
14:55
yeah ok so they're saying our generation young the upcoming generation is like
15:00
this let's speak to them let's have them sing this song wonderful cut to the
15:04
sneakers at let's take a piss on something from 50 years ago which
15:09
already is a bit of a gamble because I guarantee you half the people they're
15:12
talking to have no clue that that was a coca-cola ad so they don't quite get the
15:17
connection an old fogey like us we're like yeah I've seen that I know why
15:20
you're doing this but to make mint so they've got their song they've got their
15:24
jingle everything seems to be working well the one thing that's gonna be a bit
15:27
of an issue with this one I actually love the jingle singing the Snickers in
15:31
it fantastic they're talking about things that people love talking
15:34
activating memories oh we've all had the selfie problem we've all had the Alexa
15:38
problem we get this problem is as today's generation is all about hit and
15:43
miss move on to the next thing get a cool meme get a really cool
15:47
something that's funny in 24 hours later and never talk about it again
15:50
so by appealing to that generation with this that are almost saying please
15:54
forget that we exist yeah the world sucks you remember this yeah meme
15:58
generation hahahaha guarantee you 72 hours later no kids gonna be singing
16:02
that song because it taps into the wrong aspects of our generation the negative
16:07
aspects of things we don't want to talk about the things we dislike whereas
16:11
that's interesting because you're saying that this taps into a lot of the
16:13
negative things that we don't like about this generation whereas you go back to
16:16
the Coke ad which I think was 51 there abouts 50 years ago yeah 50 years ago
16:22
that was nearly the opposite that was kind of like a movement for good in a
16:26
way the peaceful stuff it save let's say Snickers makes a song that says let's
16:31
help the environment let's make things better that's when the young generation
16:34
will say okay I'm gonna sing that song now is it manipulative probably is it
16:38
still advertising yes but at least of what you're doing then is you've got
16:42
this positive which is gonna lead the next generation
16:44
in that way to keep using it but what they do instead is they just do the
16:48
here's all the things you hate we all giggle go I do hate those things on to
16:53
the next meme what else is funny about the world it's it's Neil postman used to
16:57
call it the and now this moment where they get you to enjoy something in
17:01
giggle and laugh and now this and then just change topics and you'll never
17:05
think about this again and that's what I worry they're hitting with got it does
17:09
that kind of make sense I totally get it for me like I totally agree with you
17:13
there's probably some parts that I like about it you know I think they've used
17:16
call it prediction break or humor you know there's a lot of things especially
17:20
as you watch it the first time that hit you they just not expecting do you know
17:24
and I mean you're just kind of sitting there like what's coming next what's
17:27
coming next is this is constant sort of it keeps you on the edge you see it a
17:31
little bit just constantly interrupt your pattern so for me it really held
17:34
attention all the way through yeah you know with a bit of humor and you know
17:38
you did have some celebrity endorsement there as well or a celebrity anchor that
17:41
we like to call it you know but humor featured pretty much throughout you know
17:46
but it had that theme and it also had call it acoustic coding so it had song
17:50
you know for me I'm actually curious in terms of when you talk jingle or song
17:54
how much frequency do you need for someone to actually hear a song before
17:59
they start repeating it I would love to say that there's a hard answer on that
18:03
but there it's gonna be different across the board it has to do a with catchiness
18:08
and be with will say context within which you're playing with yeah so you
18:14
you you could have the best song in the world but if it doesn't have call the
18:17
cadence that this is gonna sound very weird so bear with me so your brain has
18:21
natural frequencies that it works on one of those is typically called a theta
18:25
frequency that's the frequency of thought of change of action of doing
18:30
something different up here I'm building a new memory I'm tweaking an old memory
18:33
any song that kind of hits that theta frequency will start to naturally bounce
18:37
in your head and then you'll start to you'll be more inclined to start singing
18:41
that because it's a frequency my brain already sits at and we call it
18:44
entrainment I start to think in the beat of your song and off we go
18:48
if a song doesn't hit a natural brain rhythm you can't get that entrainment so
18:53
step one you've got to have the right I'll sing a song more off
18:57
if it's got that catchy beat what's a catchy beats something that isn't
18:59
trained with a natural pattern of my brain but then you've got a context
19:03
I'll s'more app to sing a song if I'm with my friends and it's something that
19:07
I like and somebody gave it to me and it's at a club and all my kids are
19:10
singing it and oh it's so hip because now it's cultural now it's contextual I
19:14
have a reason for it yeah I'm less likely to sing a song if
19:17
the world around me isn't singing it this is why pop songs kind of make it
19:22
big so the coke thing oddly enough go even before coke if we're just talking
19:27
jingles to that McDonald's one the whole reason they had that jingle for the
19:31
quarter pounder was the commercial said now go to your local McDonald's sing
19:36
them this song and if you sing it right you're gonna get a free coke have a good
19:39
time so they forced you to sing it to get a free product and everyone wants a
19:44
free product to see if it's gonna work and that's why everyone starts singing
19:47
it they had a reason I had a context to sing it Snickers I think we had a
19:51
context to sing it if we're watching it during the Superbowl
19:53
are you also gonna remember most of us are gonna be pretty drunk so we'll sing
19:56
it during the Superbowl but will anyone sing it the next day I don't know
20:00
so how long do they sustain that commercial in play after the Superbowl
20:03
to keep us kind of humming it and then turning it into a longer form joke
20:07
totally like I think this is an interesting follow-up from Snickers you
20:11
know their previous ads that have featured heavily you know humor but that
20:17
was kind of running with the context when you're not hungry do you know what
20:20
I mean you know I'm sorry you're not you you're not you when you're hungry
20:25
do you know oh that's oh is this their first switch from that so that being
20:30
yeah so they've moved from you're not you when you're hungry yes they've been
20:33
running for quite some time which it was very successful we've got a lot of
20:37
attention but really simple idea there's different context you know and this is
20:42
kind of an interesting transition from that because now it's kind of like the
20:46
world's not you you know because of what we've done to it in a way so we need a
20:51
feeder to Snickers that's the long bill do you know so this is kind of like yeah
20:59
but unless you look at it in a lot of detail or you kind of like do I join the
21:05
dots on not until you said that I didn't I get it I get the dots now
21:09
but I hadn't yeah right I thought this was a pivot but this is just an
21:13
extension of their you're not yourself so there you go you were going back to
21:16
this is going back fifty years ago whereas they might have leveraged part
21:21
of that but it might be part of their evolution of going you're not you when
21:24
you're hungry the world's not itself at the moment we need to feed it Snickers
21:28
and hopefully all their problems go away why didn't they just maintain the same
21:33
system that they have that everyone knows is about to happen in you're not
21:37
yourself here's something being weird we say you're not yourself eat a Snickers
21:42
here and how you're getting better by wrapping it in a song I totally missed
21:45
that why didn't they just use their same language of the same brand is it that's
21:50
they've kind of yeah they've kind of moved away from that brand or that
21:53
identity to try and create and evolve but it may be just too much of a stretch
21:57
and it's now it's its own entity rather than evolution and people may not join
22:01
the dots which means the heritage of the old stuff is now gone so I'd be curious
22:05
so this was about a couple weeks ago this comes out are they still are they
22:09
sticking on this train do you know we don't know because we won't say we
22:13
probably won't really know until next year's Superbowl you know that comes out
22:16
but it could be an extension to this although we'll transition away allow you
22:19
to be interesting guys this the theme they're gonna run with now or is this
22:22
just that a once-off yeah and circle back to what we know
22:26
works totally yeah so you know the Snickers all again like I actually quite
22:31
likely out likely execution I think there's a lot there yeah yeah you know
22:34
it's bizarre bit kooky but the more you watch it the more detail it is you can
22:39
see they've really sort of thought through it yeah but yeah interesting
22:43
execution the next one I'll also for me like this is a two-minute ad which one
22:50
do a Snickers one yeah next one the Snickers was a two-minute song it's our
22:54
two-minute execution so this is one of the longer forms that we've seen do in
22:59
Super Bowl so it's super expensive in terms of infantry but they kind of
23:03
needed that to take you on the journey and tell you the story and and get you
23:07
there as well I think they just stuffed it for so much of you know modern
23:11
culture or what's there and the piss-take yeah I think they just got so
23:15
wrapped up in how much of a piss-take can we make on everything in modern
23:19
society and they just wanted to put more and more
23:21
more in it and it may have lost that really sort of simple idea do you know
23:26
which became a bit complex because you got a new song that you've got to
23:28
introduce you've got to try and follow the theme at the end of it it's not
23:32
really to the end the feeding the world a giant Snickers bar that it kind of
23:37
tries to pull it all together so it can be itself again oh so iWeb you're right
23:43
I do like the long form I like the fact that they gave us enough of a song that
23:46
we can sing it that we can jingle it they've got Lyra they've got verses so
23:50
maybe we go back maybe we write our own verses was the idea but I don't know if
23:54
it's ever gonna work I know I know the question is can you sing my song now all
23:58
I know is feed the world of Snickers dick winning it we had the right cadence
24:04
by the way the the pacing of it was the same reason they did the pacing on the
24:07
coke commercial was the exact same pacing which is your theory that rhythm
24:11
about yeah yeah right her mill on the interval of 50 beats per minute so when
24:15
you're looking at jingles it's important that you're looking at that guidance yo
24:19
otherwise it just won't in code to me that's why some of them sticks so damn
24:22
even whether you wanted to or not it has nothing to do with the song itself it's
24:26
just that it hits that right bum-bum-bum that syncopation so baby shock which one
24:31
was babies York but anyway next up we've got Cheetos so Cheetos for me this
24:44
actually comes in quite highly yeah I really like this execution for several
24:48
reasons but let's have a look at Cheetos now
24:54
cheetos has popcorn now hey I'm gonna need you to nevermind ok touch this
25:05
can't touch this can't touch this can't touch this nope I trust you I touched it
25:27
noot Eagles popcorn it's a Cheetos thing alright she dies
25:32
for me there's a lot to like about it first and foremost it really plays on
25:36
nostalgia you know it's a song that you know for some of us who really grew up
25:41
with you know very sticky in memory as well we know we've already gonna finish
25:44
it to it so we like it and they're leveraging off that asset as well as
25:47
well as MC Hammer like who doesn't have MC Hammer especially those pants well
25:51
debatable but really really simple is what I love about it and it's very well
25:56
executed all the way through and it goes through several different scenes so
26:00
reinforce is it three four times one thing I really love about it it's you
26:04
can see that they've owned some of their own characteristics you eat Cheetos
26:09
you've got Cheetos on your hand so you can tonight do you know what I mean but
26:13
what they've done is just made that as part of their call it a trademark
26:16
branded ice it whatever it is can't touch this you know and you can see kids
26:21
sitting there and moms are asking them just going can you get up and do your
26:24
homework can't touch this do you know I mean can
26:26
you help you know can't touch this you know I mean and the kids will then
26:29
really leverage that saying attach it to Cheetos do you know what I mean and that
26:35
becomes a bit of fun and once you start doing that like we were just talking
26:38
about that then becomes a habit a trait a memory that's pretty forms badass so
26:43
if you think about the the fingered thing that's so what we'll call that as
26:47
an experiential memory that's not a name of a brand that's not the colors of a
26:52
brand that's not the logo of a brand that's an experience you have if you've
26:55
ever engaged with that brand and the experience now has become a brand anyone
27:00
who has ever eaten Cheetos immediately recognizes that so when you see the
27:04
orange hands the first thing you do is you start pulling up
27:06
own memories of Cheetos and now we're in that was such a smart move on their part
27:10
to say okay we're gonna use the one thing everyone has felt has literally
27:14
memories of in their own life we're gonna start using that as our hook
27:18
totally and I think going one step beyond that I think the how clever it
27:23
actually is is you've got a lot of people that have nostalgia with MC
27:26
Hammer in that song that of eating Cheetos when they were younger but they
27:29
may not have touched a pack you know in 20 years they may go out and experience
27:34
Cheetos again just to relive it or experience and that particular you know
27:39
I just want to pack Cheetos now but they're not introduce it to the kids
27:42
that may not officer have had Cheetos before as well so it's interesting in
27:47
terms of the play of how it all come together and that's even you can only
27:50
play the nostalgia card with memories we have interact there are very few brands
27:55
that I can think of or products that would have that easy of a hook anyone
28:00
who's ever touched our product will know exactly what we're talking about here
28:03
and you're absolutely right it then brings me back to my own memories oh my
28:06
god damn those are pretty damn good the one thing I will say this it doesn't the
28:11
idea that a Cheetos popcorn might not come out that might take a couple more
28:14
iterations for me to recognize popcorns that that's also fascinating you say
28:19
that because for me I've seen this now I think third time yeah I didn't even know
28:23
us for a new product do you know I just got Ito's and I got hands and that was
28:26
my takeaway you know as cheeto hands can touch cheese you know and that was my
28:30
what I see that it's it's actually because they have a new kind of but I
28:34
don't think they care no they don't care at all I think it was an excuse to get a
28:37
budget for a new product but then to rainfalls to 2009 when actually I think
28:41
the genius in it it's not about the new product it's how do we build Cheetos
28:45
again bring the memories back online and you're right and what they've done to is
28:49
wonderful use that they've tied the MC Hammer with the Cheetos so the Cheetos
28:53
they didn't have to work too hard for they have their simple thing MC Hammer
28:56
we've got a very cadence heavy very simple song that's very nostalgic to us
29:00
we have these two completely unrelated memory networks that they've now tied
29:04
together and they're gonna force us to start playing with it you know just like
29:09
you said with kids it's gonna happen and watch what happened now now we've got a
29:12
larger memory network for this any time you hear the song you're thinking of
29:15
that they have themselves a new branding slogan can't touch that now I've got
29:20
I've got something I do with their product it's me playing the joke myself
29:25
that's never thing that was that was tight like I like it
29:28
you know there's a lot to like in there um so next up we have Jeep so let's have
29:33
a quick look at Jeep they're created for Super Bowl that's different
30:08
hey you got a breeze to death okay nurse see your mark
30:16
safety first it's not personal it's just a game
30:27
not a bad day huh
30:33
I don't know where we parked I was following you all right said that was J
30:39
Jared curious to get your thoughts I love that commercial yes here's what
30:46
they've done very well with this so we were talking earlier about memory
30:50
Network so the way memory works is you don't just have a memory for thing every
30:54
memory we have is tied to a bunch of other memories we call associations so
30:58
you can consider memory like a giant web we call it a scheme Atta and once you
31:02
tickle one note on that web you get what's called spreading activation you
31:06
just get these ripples that go out and they start activating all these sub side
31:10
memories that go oh hey what about that so when I say the word mother you don't
31:14
just think of mother you start thinking of it maybe the movie mother maybe that
31:18
time your mom did that thing now I'm thinking about jelly beans when she gave
31:21
me jelly and you just start spreading your memory out what this ad does so
31:26
well is it starts by hitting a major node they know you're gonna have that
31:29
nostalgia node if you've ever seen Groundhog Day it's a film in the US
31:32
that's on every year Groundhog Day so I know you've seen it now you have this
31:37
rippling effect any time you think of Groundhog Day you'll think about where
31:40
you watched it your first Thanksgiving you with all these other memories what
31:43
jeep then does is they sneaked in and they put their brand right next to the
31:48
major node right next to the primary nodes so anytime you see Groundhog Day
31:52
in the future one of the very first things you're
31:54
gonna think about is that jeep commercial shit whether you want to or
31:59
not it's in there they've tied a memory that you love a film that you love a
32:03
character that you love so closely now to a product that anytime you see it
32:08
you're gonna see it at least once a year in the u.s. one of the first things
32:10
you're going to think about is remember when he did that ad for Jeep about this
32:14
movie so I fade by tying their brand to a memory they know you have they've
32:20
essentially hijacked your memory Network and that's a very powerful thing one of
32:24
the best ways I ever saw this done was it was I back in Pittsburgh they had an
32:30
ad which says do you like your pet we like pets too here come show us your
32:35
favorite picture of your pet will give you 50% off your blinds and and windows
32:39
cool so you can assume sweet 15% off but what happens is I take my one favorite
32:44
memory and I go give it to them and now every time I look at that
32:48
picture of my dog which I look at a lot I'm also going to buy spreading
32:52
activation I don't have a choice one of the first things that's gonna pop up
32:54
with it is the association of blinds and windows I mean god it's been 20 years
32:58
and I still remember that thing Wow so they took a memory activated it and
33:02
notice they didn't even show Jeep for about the first 30 seconds they
33:04
activated your memory got you sitting in it and then they snuck themselves in
33:08
popped themselves in and now you're sorry they win well the interesting
33:13
thing about you loving this ad and looking at some numbers behind it you
33:17
know some real data huh yeah this actually really over-index and actually
33:22
took that number one spot for the ad receive the most online mentions so it's
33:27
got 47 thousand online mentions in terms of online chat yeah which out of the
33:32
entire Superbowl chat so Super Bowl and talking ads and everything else that was
33:37
about 6 percent of entire Super Bowl chat was talking about this talking
33:42
about this commercial you know so huge in many different respects but I also
33:47
think you know in terms of leveraging Bill Murray Groundhog Day all the rest
33:51
of it yes it really taps in nostalgia but it has its own mini story in there
33:55
you know it's kind of got bill it has that 20 seconds sort of setting the
33:59
stage taps in nostalgia but here's a platform then it goes into all let's
34:04
introduce jeep rubicon do you know very different but for me also the product
34:10
preference so this is when we're looking at simulation you know of you driving a
34:15
car it's got the Rubicon in action do you know it's in its nature native
34:19
environment which is out in the outdoors you know it's sliding around corners
34:23
it's going up mountains you know so for me you also tie those memories of the
34:28
Jeep you know performing incredibly well in
34:32
these you know somewhat not inviting climates do you not I mean
34:37
and it's just tying those memories together so for me not only is it tapped
34:41
into the nostalgia it's tying that memory to Groundhog Day the movie you're
34:45
also seeing the Jeep in you know performing incredibly well and because
34:49
we can't tell the difference between watching you know a piece of video and
34:53
having our own experience and that's product preference in a lot of products
34:57
that's where they do Inc Fred well you know I think it's very clever
35:00
on many different fronts a family like this really has leverage celebrities
35:05
leveraged nostalgia it's leveraged product preference everything's been
35:09
taught in beautifully and it's been executed incredibly well yeah and you
35:13
write you write this the simulation I hadn't even thought about that with the
35:17
Jeep moving we're mirroring that we're mimicking that in our own brain so
35:22
that's us driving and that last shot where the ground hog the air is in the
35:25
ground hogs hair we're feeling that we're feeling that relaxation we're
35:30
feeling that cool air we're feeling that freshness coming into our and lo and B I
35:34
will remember that little groundhog doing that little thing because I just
35:38
lived it myself so that was a I thought that was so that got 6% of everything
35:43
yeah six percent of online chat so for me it's like it's a greater it's a gem
35:48
of an idea like it's a brewing idea and it's been executed incredibly well so
35:52
for me like to get Bill Murray to do it that was probably their their crowning
35:56
glory to get that guy out of his room to come do something good on you totally
36:00
gray all right next up we have Jason Momoa so let's have a look at Jason in
36:07
action what is homey
36:14
it's my sanctuary it's the one place I can let my guard down so I can just kick
36:26
back and be totally comfortable in my own skin you know I'm saying
36:30
rocket mortgage understands that home that's where I can be myself and that
36:38
feels pretty darn good Oh
36:46
home is where you feel the most comfortable and rocket mortgage helps
36:50
you feel comfortable financing that home with a personalized and convenient
36:54
experience centered around you rocket mortgage push button get mortgage
37:08
alright so this is a very fascinating one for me cuz this is one many at
37:14
experts actually said this was the number one trumps everything this killed
37:19
it do you know where I would agree in some aspects but I'd strongly disagree
37:24
in others so what are you thinking so for me you know Jason is absolutely the
37:29
hero all the way through this is I think probably the third or fourth time I've
37:33
seen it now and for me it was interesting on the way here this morning
37:37
like I was driving and I was going through the ad and for me all I could
37:41
remember he's Jason pulling off his arms do you know and having these skinny twee
37:46
arms which is interesting because that was obviously something that I recalled
37:48
heavily and then the second part was him pulling off his hair do you know and
37:53
that's all I could recall but for the life of me I spent the next three or
37:56
four minutes trying to recall what was the brand and I couldn't for the life of
38:02
me remember who the brand was you know so for me this is kind of the great case
38:07
of great ad I can't remember who for you know so for me that was my big take away
38:13
so I understand why some ad guys really love it because it's you know
38:16
interesting it's really unique it's it definitely gets your attention it's
38:22
funny but for me it all it does is really build Jason's profile more
38:27
it does build rockets rocket mortgages you know again I've got to look to see
38:31
you it is you know builds rocket mortgage is an interesting thing there
38:34
was actually two ads in the sequence it was a longer form which told the story
38:38
and then the second one which is Jason trying to lift a barbell you know take
38:42
it take it take it to have rocket movie so I think as though actually creating
38:46
this they knew that the tie between rocket mortgage and Jason wasn't very
38:51
strong they just like we actually need to show a really trim down version of
38:55
this to help ensure that the bridge from the creative execution to the brands
38:59
there but it didn't land never hits you know it was only in that one that I
39:03
picked up that jason says rocket mortgage in the actual ad itself I
39:07
didn't even catch that you didn't even catch that well there you go
39:10
you're spot I'm watching it I this looks more like an advertisement for Jason
39:14
mallamma to help his brand now when I go see him in a movie I'll think about this
39:18
commercial I'll say hey he's actually a funny dude in real life he takes a piss
39:21
he's yeah I like him even more than I did before it's more likeable then yeah
39:24
the one thing I'm not gonna think about is rocket mortgage so go back to the
39:28
idea of memories being vast networks schema the idea of having say a star
39:35
like him would be that when I see the star the next node that activates is
39:39
your product which means you have to very clearly link that star to your
39:44
product which I guess with mortgage would be hard because I don't know it's
39:48
not like Cheetos I can't show him eating it's not like a Jeep I can't show up
39:51
driving it so you're already at a disadvantage I don't know how you do
39:54
that but if you don't add that last note in everyone will leave saying that was
39:59
fun that was exciting I loved it I giggled I laughed what was the product
40:02
for hmm oh I didn't even notice that was a commercial for something and that
40:06
that's where you go go back to what I was talking out with the guys clapping
40:10
in the back of the truck with the monkey jumping up and down huge memory they
40:14
never tied their note to it which means somebody whoever works with Jason
40:19
Mohammad next all they have to do is put him in an ad really heavily tie their
40:24
brand to him and they can piggyback off of this ad without ever having to invest
40:28
any money in it cuz when they think about him they'll think about the next
40:30
product I'll remember that funny Superbowl ad it must have been for
40:33
Cheetos wherever he goes next they're just gonna reap the benefits of this one
40:36
yeah interesting because the other thing with this you could nearly substitute
40:41
with like a Hemsworth or the ad doesn't need a character or as if you look at
40:44
Jeep you don't Mary's the only one that can deliver that do you know what I mean
40:47
so it's Bill Murray or Groundhog Day associated to Jeep yeah you know whereas
40:52
yeah you got Jason now that he's kind of left this void of someone else could
40:56
potentially pee back and leverage that as an asset that's a really interesting
40:59
point but um yeah just to jump back on that for me it's trying to you tell this
41:06
story all the way through you've got huge levels of tension there's high
41:09
levels of memory but you're relying on the last three seconds
41:14
with a title card and a logo on it to do all the heavy lifting of trying to get
41:19
your brand associated to what you've seen in the previous minute where it's
41:22
nearly like the story's closed and then you've stuck a brand at the end of it
41:26
you know and you could have stuck any brand there do you know you really could
41:30
have to try and leverage that that story it's the credits to a movie at that
41:34
point people tune out so if your credits aren't in your movie no one will know
41:39
who the director was sorry and I think this is kind of the challenge with
41:42
creative directors they don't want the brand to potentially ruin the story or
41:46
the bit of art they're creating do you know what I mean it's got a bit of that
41:49
feel that they want to do this interesting piece they've got Jason
41:53
they've got the big-budget let's do it they've got the special effects they've
41:55
got the animation it's all there it's all the toys they've always wanted yeah
42:01
you know whereas the brand itself how do we fit it in to tell the story or create
42:06
the bit of art so that's kind of art lead rather than brand first
42:10
I did when I was um before I got into neuroscience I was back in film school
42:14
and I'm we used to do this all the time where we pitch an idea and our teacher
42:19
would always say that's a cool idea now what's your movie and that's what
42:23
this feels like you would say some oh what a strong dude was actually really
42:27
skinny at home that's a cool idea now what's your movie and what he was
42:31
saying was how what is what is your bigger purpose and if it's not matching
42:34
that purpose cool ideas meaningless so here they had a cool idea but the
42:39
purpose has to be to tie it to the brand and they never got to that next level so
42:43
my film teacher would have said cool idea what's your movie yep perfect all
42:48
right next up we've got Amazon before Alec's a let's take a quick look
42:53
baby coming Alexa turn down the thermostat okay turning down the
42:59
thermostat ready what do you think people did before Alexa Alisa turn the
43:07
temperature down two degrees a leg side tell me a joke jokes told you think on
43:23
our lives look away ha ha next you get your news here Alex what's today's news
43:28
doesn't matter it's all fake laid out song I live I'll neck soften Alexi tell
43:46
us not gonna interested okay the earth is flat and a witch stole his
43:51
pants Alexa mess send this message to Prince
43:56
Konstantin
44:04
Alysha rum only me to delete those tape yes mr. president
44:11
idly yeah I don't know what people did before Alexa Alexa play my favorite song
44:23
alright Amazon before Alexa so this one miss actually had one of the high
44:28
production values yeah so this costs him 26 mil u.s. to shoot and produce you
44:34
know it kind of is like its own mini feature film and all these different
44:37
sets there was not much expense spared to ensure that you know it came across
44:41
as a real high end production yeah but can't get you thoughts from a memory
44:45
perspective performance perspective what are you saying ah see I got a separate I
44:50
got to separate the science from my personal taste now in this ad because
44:55
personally Alexa and all those things hate them they're totally useless which
45:00
I think they know which is why they have to make this ad this ad is all about
45:04
trying to convince you that oh all the things we can do are really important
45:08
like play a song because pressing a button on the damn CD player was so hard
45:13
hey Alexa tell me the news yeah because opening the newspaper was so hard they
45:21
have a product that really has no purpose and so what they're trying to do
45:24
is convince you that it's a meaningful purposeful product so personal side I
45:28
just hate this shit science side it's not a bad ad the brand name is in it
45:37
throughout it the brand name is the feature character in it the only three
45:41
line through every little sub story is Alexa and you don't leave that
45:46
commercial not knowing what it was for you don't leave that commercial not
45:49
understanding what Alexa does you leave that commercial saying Alexa in your
45:54
head I've just said it about 18 times they win this game so in terms of a
45:58
commercial for sticking power and with the celebrity endorsements to with herbs
46:02
so the celebrity what do you what do we say celebrity hang out with the
46:05
celebrity anchor at the front and and people love Ellen in the u.s. like right
46:10
that's like getting Oprah these days so you've got one she says the brand name
46:14
over over and over again she gets to do her
46:16
thing personally I hate it the product but the ad is an effective ad I just
46:22
wish it was for something a little more important than a little box that nobody
46:25
needs yeah it's interesting cuz you got the celebrity anchor that really is
46:29
endorsing the product itself do you know what a manger Ellen both in two
46:33
different environments you know so she's got at home yeah you know before and
46:37
then the car you know the clever thing I think yes
46:39
they've used the Lexile throughout all the characters and all the different
46:42
mini scenes or the mini movies but also looking at the tie they've got through
46:48
it so this song you know the guy sitting in the car the horse-and-cart
46:51
I mean your favorite song do you know what I mean and that comes up so there's
46:55
a lot of little ties and if you're looking at the schematic of memory you
46:58
know it just reinforces it several times so it's very clear we got celebrity
47:02
you've kind of got that little song you've got a lexer all the way through
47:05
that tie it through so really nice execution interesting just having a look
47:09
at some numbers again this had 39,000 social mentions specifically for Ellen
47:14
and Portia so this did quite well from in terms of consumer sentiment you know
47:21
the other thing I really liked about this is yeah it was designed to sell the
47:24
product do you know yeah design not the celebrities it was for the product like
47:29
it didn't hero the celebrities like you see Jason you know it heroes the product
47:35
and what it can do for you you know so I think from a performance and you know
47:40
ads there to sell it's not there to sell there's no point of having the ad and
47:45
you think - you made a very good point - on Mara so we think in narrative right
47:49
you can't not piece things together in a cause-and-effect temporal chain what
47:56
this does is by having the little segments go through time we get the
48:01
narrative we're starting way back and we're stepping up generation by
48:04
generation getting a little closer to today until we're back to today and
48:08
who's the hero what's the climax what's the thing that solves all the problems
48:11
is Alexa and I you can't not a good thing about a narrative is what happens
48:16
is when you're in a narrative you start making predictions and when you make
48:20
predictions as to where we're gonna go next you're already forming deeper
48:23
memories for it you've built the train tracks they did a really good job with
48:28
that it wasn't just a kooky bit it was a bunch
48:31
of kooky bits tied together in a temporal sequence that allowed me to
48:34
tell a story yeah and a simple execution as well like he you can say the simple
48:38
idea all the way through so from one tech giant to the other let's shoot to
48:42
Google Google ok the opposite side
48:57
hey Google showed me photos of me and Loretta Loretta
49:10
hated my mustache remember Loretta love going to Alaska and
49:22
scallops show me photos from our anniversary remember she always snorted
49:34
when she land play our favorite movie
50:02
remember I'm the luckiest man in the world all right
50:18
Loretta from Google very interesting so for me like looking at this ad compared
50:24
to everything else that was going live everything else was going live was big
50:27
celebrities big budgets for me this nearly like went in the other direction
50:32
it's how do we tell a really you know beautiful a motive
50:36
you know heartwarming story do you know but the production cost so that is
50:41
really limited like you could have done that on the cheap do you know but it was
50:45
executed very very well um even for me it had some nice points is like
50:50
simulation right at the start of the ad it was just pulling you in into a search
50:54
in Google which have all done a million times and then leverage that into the
50:58
story which is really quite heartwarming yeah did you have any views are on on
51:04
this particular I think this is similar to the last one in maybe because of my
51:10
dislike for the product I find it very hard but this is the same thing as as
51:15
Alexa hey Alexa show me a picture cuz it's so goddamn hard to go pick up that
51:21
photo book that I know you have as a 70 year old man okay anyway so the just
51:27
meaningless products but here's what they've done incredibly well they told a
51:32
story they told a narrative beginning middle end they went from from young to
51:37
marriage through up to now they hinted at the fact that this guy's getting
51:41
Alzheimer's I didn't tell you that but I think we all put the pieces together
51:44
they pulled at your heartstrings I don't I don't know that there's a dry eye even
51:48
here's a funny thing so if you go to the US and you watch the Super Bowl in Vegas
51:53
you go to casinos a lot of people go out to bars
51:55
most people assume an ad like that will just drop like a rock because we're all
52:00
having fun we're all drink and everyone's rowdy and so the funny ads
52:03
where I'll having a good time believe it or not that comes on watch
52:06
when about 20 percent of the people in the room start crying those actually hit
52:10
really well during Super Bowls because for whatever reason we're all
52:13
when we're that mode were very open I wish I could
52:17
explain it to you but I was said can I just interject there cuz I won't have
52:20
some thoughts like this is kind of for me like if you're just exposed to really
52:25
loud music really loud music really loud music which is like celebrities big
52:29
productions crazy everything's coming at you a lot of prediction break
52:32
everything's moving quite fast and then all of a sudden the room goes quiet
52:37
guess what people are gonna pay attention to you the one quiet voice in
52:42
a sea of screamers is the one that everyone grabs attention because it's
52:45
unexpected it's unrecognizable and all of a sudden I have to see what just
52:49
happened why is this going on and people will connect with it at any time you
52:55
know as well as anyone else does emotions are very heavily connected to
52:59
memory the more emotional I feel towards something the more personal I make it
53:03
the more likely I am to recall it the more like that I am to have a deep
53:06
memory for it and use it so they use that perfectly there's there's nothing
53:10
about this ad that wasn't completely depressing and completely sad the two
53:15
things that just earthed me about it are one you you run a very fine line when
53:21
you go to the emotion of suffering and Alzheimer's and death which is a very
53:26
personal emotion and then you tie that to a product if you do that insensitive
53:32
ly you run the risk of pissing people off I don't think they did it I think
53:36
they did it fine I think they did it comfortably calmly enough they weren't
53:39
blatant about it so I don't think they'll make people mad that made me mad
53:43
just I just don't like the product itself yeah but I think that's it so if
53:47
you're looking at this thinking oh let's do something like this it's a be very
53:51
careful but again it's you could have the same idea but it's in the execution
53:55
if you know the Devils in the detail yeah but for me the other thing as well
53:58
like this is kind of a major institution it's a corporation it's a bit of
54:03
Technology yeah but they've made you feel something for a bit of Technology
54:08
like they've made it feel more human so I think in essence rather than being too
54:13
clever funny celebrities trying to endorse it for something that's a bit
54:17
can be very cold yeah how do you feel something for a bit of Technology so I
54:23
think that was kind of the clever thing within the execution as well you could
54:26
see where who'd go haywire if you do something
54:29
like that with a big blast like let google help you remember things before
54:34
you die Google your memory Center you can see
54:38
how if you just same exact thing just did it slightly people would dislike
54:43
your product because it's a do not hijack my emotions in that way do not so
54:47
they did that well the the big thing in let's go science out cuz now I'm gonna
54:53
put on my scientist hat this is what pisses me off what's the very first
54:56
words in that in that ad and by the way I know they did this on purpose I know
55:02
they weren't did this wasn't an accident how does that ad start it's Google so
55:07
you have your search bar what does he type into the search bar great question
55:11
I couldn't tell you hang on no I'll tell you I'll tell I'll tell you good how to
55:17
not forget Wow interestingly you forgot it but here's the big joke so the whole
55:26
ad and the whole sentimentality and it's gonna hit the majority of people very
55:30
well is to say you can use this tool to help you when things go awry ideally
55:35
though I guess the the underlying message was when you get Alzheimer's
55:39
here we can help you with all this stuff great all the research in the world this
55:43
is why they did this shows that when you use Google and other digital tools to
55:48
store memories like photos and stuff you actually forget about them you remember
55:52
where to find them but you forget the information itself a better way to
55:56
remember how to not forget is to not use Google as academics we've been talking
56:01
about this for about five to ten years now they've heard us they know that
56:05
we're telling people students do not put your things on the cloud do not put your
56:10
things on digital because you will forget them
56:12
keep hard copies keep playing with them that's how you form a deep lasting
56:17
memory of it that's why I say go to the picture book there's no way that guy
56:20
forgets he has a picture book cuz he's activated it played with it so often as
56:25
soon as you put information online what you do is you change your memory from
56:28
the bit of information to the location where that information is stored online
56:32
so when they come out and say how not to forget there will be one percent of the
56:36
population who does research like I do who immediately go how not to forget
56:41
do not use Google but 99% of the world will go how not to forget I guess Google
56:46
is good for me Google second Association night I got 99 percent of the market
56:49
share and now people are led to believe that this is a good tool for memory when
56:54
in actuality Google and the internet and digital tech and cell phones are
56:57
horrible for memory I mean it's just absolutely filth so that's another
57:02
personal resonation resonance with I can say your passion for technology just
57:06
yawning yeah I want I want you to remember your life I don't want you to
57:11
remember where to find your life that's my that's my yeah mic drop out of here
57:19
one last one before we get out of here today so what we're gonna have a look at
57:24
is Hulu so hello featured Tom Brady let's have a quick look at what they put
57:29
together they say all good things must come to an end at the best just know
57:39
when to walk away so to my teammates my family
57:44
and most of all my fans you deserve to hear this from me
57:53
Hulu doesn't just have life sports according to the script they just gave
58:00
me Hulu also has your favorite cable
58:02
channels plus the greatest shows movies and originals of all time so it's time
58:07
to say goodbye the TV as you know it with me I'm not going anywhere all right
58:20
over to the American who look here's why okay love this ad love this ad but it's
58:28
not the best at it it's not gonna work the way who who
58:31
wants it to but that's kind of what who who's been doing so if you've been
58:34
paying attention to Hulu over the last couple of probably a two years now all
58:39
of their ads are very rich athletes saying almost nothing about Hulu really
58:45
selling themselves and then at the end who who comes in with a money song
58:48
that's been kind of their thing which oddly enough if you live in the US where
58:51
those who ads are everywhere we're getting used to it we're getting
58:56
it so what did he Hulu do here so in terms of memory so if you're an
59:00
Australian and you don't really know who Tom Brady is and you don't really know
59:02
this pattern of what who who's been doing you watch this commercial and you
59:06
think who gives a rat's ass like who's this guy why does this matter in the US
59:11
all throughout this last year Tom Brady who's been the greatest quarterback of
59:16
all time ez has looked like shit and so all we've been doing on talk radio and
59:22
sports radio and TV is talking about he's probably gonna retire at the end of
59:25
this year or it's coming close so what does this ad do it starts with the
59:30
retirement now who would care about Tom Brady retiring any American watching the
59:35
Super Bowl you're guaranteed the audience knows who this person is gives
59:39
a shit about this person knows the sport this plays into the American sports
59:43
Super Bowl market so perfectly that when he comes out and says I got to tell you
59:48
guys something I promise you 80% of people are thinking
59:51
this is it this is the retirement he's gonna say I'm out and he's just waiting
59:55
to make money to do it good on him but here it is prediction break we're all
60:00
expecting him to say I'm gonna retire and I said he goes Hulu does other stuff
60:05
now what you're gonna do is the reason why it's not the best effect most
60:08
effective ad is a lot of people are at that moment you can get pissing a big oh
60:11
screw you bro I'm out and they're not gonna pay attention to the fact that
60:15
it's Hulu which actually kind of plays into the Hulu brand the way they've been
60:19
doing it I don't know why they've been doing it that way so it might not be the
60:22
best memory formation but in terms of knowing your audience and getting them
60:25
something that's gonna get them to actually stop and pay attention to
60:29
what's happening it was a it was a great prediction break it was an attention
60:32
grabber see I think this is now fascinating because you've got Native
60:36
American that is sane Hulu you know what I mean and you familiar with the brand
60:41
somewhat yeah you know you've got an Australian very familiar with Tom Brady
60:46
you know I mean yeah except not as familiar with Hulu like an I familiar
60:51
with the brand haven't seen a lot of their executions yeah yeah so for me
60:55
when I watch this this was a really curious thing because I just go Tom
60:59
Brady I'm just like well ok Tom Brady's on screen during Super Bowl like amazing
61:05
what do you got might smart leveraging assets that's in the right arena you
61:10
know yeah it doesn't get much better than that and then he takes you through
61:14
the little journey and then he go whack prediction break do you know I'm not
61:19
leaving yeah you know so my takeaway my whole thing that I got from this was a
61:24
Tom Brady out yep and he's not going anywhere
61:28
you know retiring he ain't retiring he's not going anywhere
61:32
and for me at the end of it I'm just like Oh what was that out again like all
61:36
I got was Tom Brady i'ma goin anywhere like that's what I walked away with and
61:40
it wasn't a little execution but that's a context of the environment whereas you
61:44
just go okay if you've seen this execution now like a dozen times with
61:49
different superstar sporting talent yeah you can start drawing thread through all
61:56
of it and you just go hulu hulu and to the point where you start saying
62:00
I great talent automatically if it's sports and it's a prediction break it's
62:07
going to be a Hulu ad totally and I think that's where I can only do it
62:12
because they've got massive budgets yeah so they can buy the inventory they can
62:15
buy the talent and I can pull it all together so they can kind of buy their
62:19
market in a pseudo clever execution yeah if you didn't have the budget to have
62:24
these execution on multiple different areas and you only had one shot at it
62:27
with a Tom Brady or anything like that for me it will fall on its face every
62:31
time but no spot on if this wasn't supported by I can see just like you if
62:37
you don't know the supporting two year journey to this ad it's trash
62:42
totally that's what didn't make sense to me you know where is now you've given a
62:46
context I'm like ah I can really see how it works now and you're right it's a
62:49
money thing because of what they done is Hulu they have bus stop ads they've
62:52
train ads they have and all the ads are Hulu with a really big celebrity athlete
62:58
and all the ads up until this one the reason why he flipped it is all the ads
63:02
have been Hulu does live sports so they get a big athlete because everyone knew
63:06
who lose kind of a Netflix they do TV they started getting live sports so what
63:10
does their advertising and get a big star Floyd Mayweather throwing money
63:13
around saying who you just told me they do live sports boom so what does this ad
63:17
do it's the first one where he goes who who does more than life sports Hulu also
63:21
does TV so it's it's been a journey and I could see in the u.s. I think most
63:25
people would have gotten it but yeah if you're a new company coming into the
63:29
game you've got and you have a chance to get Tom Brady
63:32
you don't just segue in that a little bit as well because we work with a lot
63:36
of global brands and they might have started in the US and they've got three
63:41
four five years of history of building the brand through a certain execution
63:45
and then they'll enter Australia do you know and they'll grab their last assets
63:50
from the US that are working and they'll grab the assets that we're working in
63:55
the US so their most recent assets but because Australia the market has no
64:00
context of the previous conversations that have been held and the investment
64:04
that's gone into building to that particular point do you know it's not as
64:08
effective so it's it's really interesting when you're looking at a
64:11
mark like how do you actually build it up so
64:13
he can help be consistent and get it to that point not just take shortcuts so I
64:18
think you know I just understand in the context it's really important and you're
64:22
right and you you earned the right to take shortcuts with time so which means
64:26
I that's a good point if you go to a brand new market a brand new country
64:30
you start at from scratch you go back to marketing 101 which is what is my
64:34
product how do I get the memory formation for it how do I get the
64:36
attention on it and how do I get people thinking about it after years like
64:41
Bunnings now here you go throw a Bunnings ad up in the US no one will get
64:46
what the hell is going on they won't understand why they should care they get
64:49
the product I mean they're simple enough they'll be like cool I can go get a
64:51
trach wonderful but they've earned the right now Bunnings to do whatever the
64:55
hell they want because the the memory is so deep this is what coke does and this
64:59
Hulu's kind of new to the game but coke has been along around so long they can
65:04
do anything because they have 50 years of context to leverage it off of so it
65:08
really doesn't matter if they sink or swim or their flyer fail everyone around
65:11
the world those there who who no one knows who they are here so what or knows
65:16
their branding strategy here so what happens yeah that's interesting yeah
65:22
just about can we wrap it I'm really curious for you I would love to know
65:26
number one who took it out for you who gets the votes and then maybe some
65:30
honorable mentions okay I'm gonna go of ours I gotta go Jeep the Bill Murray one
65:34
is the best one and as much as I hate to say it good the elects one was a good ad
65:41
yeah yeah I'm gonna give I'm gonna give them you give my two stars first start
65:45
of the game Jeep second start of the game Alexa had last star of the game how
65:51
do you say worse star of the game oh did silver spoon or no wooden spoon
65:56
of the day which was a Muhammad that one Jason Momoa okay
66:03
mom-mom Momoa mo ah Mambo Anna he's both a kid's film and a superhero mo one that
66:10
one downside I think that was a myth yeah I'm right there with you I think J
66:13
unquestionably from may best execution best idea pulled it all together and had
66:19
simulation it had celebrity it had all the ingredients that make a great
66:23
at an effective add more so that it will sell product you know remember the
66:27
Rubicon there yeah I'm for me a second a close second would actually be Cheetos
66:32
you know just in how that integrates into behavior and we're world and and
66:36
for me it'd be curious to see if that does take off in terms of having a
66:40
generation of kids that can't touch this you know with Cheetos fingers so for me
66:44
that that's a close second but doctor Jared it's been a pleasure wait what was
66:48
your golden spoon wooden spoon there's several on here that don't even feature
66:52
but if we're just looking at this my wooden spoon would have to go to Hall
66:57
though Oh Tom Brady but the only reason I say that is from my context fair
67:03
enough but that's a good point oh and of itself so dr. Jared it's been
67:07
a pleasure thank you sir thank you mate until the next episode of science of
67:10
advertising we'll see you soon the CERN ciao