Right About Now - Legendary Business Advice - Understanding the Neurological effect in Super Bowl Ads: How did the Super Bowl Ads Really Play Out?

Episode Date: February 18, 2021

In this bonus episode on The Radcast, Tyler Lewis joins us again to share how the Super Bowl Ads really played out. Did they have a positive impact for the brand? Well, we answer that question and more in this bonus episode.Tyler shares how this how process works, by dissecting how our brain processes what it's seeing, what exactly the ad meter is, and how to understand the memory encoding process.If you enjoyed this episode of The Radcast, leave us a review on Apple Podcasts. Subscribe and share the word if you love what we discuss, so we can keep giving you the strategies to achieve radical marketing results! You can follow us on Instagram @the.rad.cast | @radical_results | @ryanalford |Follow Tyler Lewis and Neuro-Insight at www.neuro-insight.com | or on Twitter @neuro_insight If you enjoyed this episode and want to learn more, join Ryan’s newsletter https://ryanalford.com/newsletter/ to get Ferrari level advice daily for FREE.  Learn how to build a 7 figure business from your personal brand by signing up for a FREE introduction to personal branding https://ryanalford.com/personalbranding.  Learn more by visiting our website at www.ryanisright.comSubscribe to our YouTube channel  www.youtube.com/@RightAboutNowwithRyanAlford. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

You're listening to the Radcast. If it's radical, we cover it. Here's your host, Ryan Alford. Hey guys, what's up? Welcome to the latest edition of the RADC. It is our part two in a two-part series on the pack, on the impact of NERO and Super Bowl ads and all things, brainy stuff with our very own Tyler Lewis,

director of client solutions at NURA Insight. And I'm just taking the liberty there calling Arbery. I feel like you're a buddy today, Tyler. But he is with newer insight. So great to have you again, Tyler. Hey, happy to be here and happy to be considered part of the family. You are part of the family, especially having the cooler liquor bar in the background for anyone who wants video. We were talking a free episode about getting up there and sharing a scotch, maybe on one of these episodes.

So we're going to make that happen when things come to life. But we also have here with us, the creative director at Radical, like Weston and Mike. Welcome to the show again. Thank you. Good beer. And Josh. Yeah. Excuse me.

Josh. Hello. Our digital media manager here at Radical, Josh Hill. Good to be here. Even your very own host is a lot of out of hiccup every now. You know, in producing 120 shows plus now. Even my brain has a freeze every now at him. But, Tyler, I'm really looking forward to it.

We've been anxious to look at the results from the Super Bowl. We talked last time about the impact of advertising and how we've traditionally viewed, quote, unquote, success of ads during the Super Bowl. And the somewhat arbitrary notion of, you know, the ones we like, you don't like, the focus groups of one, as we like to call it. And then, of course, the old ad meter. But we're pretty anxious, man. And I know we're not going to give away just yet, but were you, can you answer this much? Were you surprised by any of the results we're going to talk about today? Absolutely.

You know, I think one of the things we touched down a little bit last week and that we'll expand upon this week is the fact that the ad meter within the industry, especially in the brand side, is usually the advertisers' Super Bowl rating system. Right? They want to know how all of these consumers are rating their ads on a zero to 10 scale or one to 10 scale. And typically what we tend to see is ads that perform high in the ad meter typically don't perform well neurologically. So in terms of my level of surprise, I'm not surprised by what we see because we see a similar trend to this year. And, you know, some of the things that we'll discuss may surprise you guys a little bit more than it's surprised me because, you know, we typically are going to be seeing the best performing ads on AdMeter show fairly low memory encoding for the branding and vice versa. Well, that's somewhat surprising, but not surprising.

I think it's in the ad world that we live in, we sometimes get in love with our own sauce, so to speak. Yeah, myopic. Yeah, myopic. There we go. Mike, I think sometimes we fall in love with our own ideas. Yeah, but what seems funny or interesting or has a celebrity, we think, is naturally what's going to stick in the brain and be resonant. But that's not always the case. Exactly. And, you know, the fairly common themes that we tend to see within the Super Bowl is no use of emotion, whether it's comedy, drama, sadness, use of social issues. issues, say things like, especially this year, COVID-19, or political issues that were generally avoided for the most part.

The use of animals, comedy, with those animals, use of celebrity, which usually will tend to overshadow the brand itself and athletes in general. You know, we saw a lot of these themes come out once again. Also, the use of nostalgia is a big one that we saw. But, you know, a lot of that does tend to overshadow the true brand. story, which as we start to take a look at these results, we'll see some of those common Super Bowl themes overshadow the brand response and take away from that memory and coding and ROI for the brands that invested over $5.5 million in their spots in the Super Bowl this year.

So I'll roundtable this one. You know, it's funny how fleeting ads and everything is. You know, we kind of move from one thing to the other really quickly. But for everyone, have you seen either just your own periphery, either through social or through seeing the ads again, or any discussion amongst friends or others, has there been any kind of commentary over all observation, like post-Super Bowl with the idea of these campaigns?

Josh, I'll start with you. Yeah, on social media, there's always the, like, the day after you're going to see a lot of talk, and then it's going to trickle out. And then you always see, like, maybe two or three ads actually continue to be talked about. And I saw the Bruce Springsteen Jeep one kind of, like, went out. People were talking about it up through, like, Thursday, and at least in my feeds on Twitter, Instagram, TikTok. But what I'm still seeing today is the O-Diet. That one, for some reason, I keep saying.

people talking about it, mentioning it, Facebook, TikTok, Instagram. That's kind of now the only one I see still. Mike, but you? You know, I've had a lot of discussions of people since the day of the big game. It's funny to bring up Bruce because, I don't know, obviously the world

knows now that a week before he flew out to BFE or wherever he went to shoot commercial for us in Kansas, he got pinched for DUI. And that led Ultimately, it was almost the excuse for yanking the spot.

So he blew 0.02, which is not... Is it Bruce? Bruce. He took the... Apparently took a little ride up to Sandy Hook, which, Tyler, you know, Sandy Hook is... You can see the city from there. It's a beautiful stretch of beach in Jersey. It's a federal park.

And a park ranger caught him doing a shot of tequila with some fans. It's notable because it was January and he was riding his Harley triumph. So I commend him for that, but he blew a .02, which outside of the park is fine, right? But in the park, he got a DUI. And apparently Chrysler used that opportunity to yank the ad, use that as an excuse to yank the ad. When a point of fact, they were getting a lot of negative reaction. It was a very polarizing ad, as we can all expect in this time of day. But I thought it was interesting that, you know,

the Chrysler said that's the reason. Not because half the country hated the spot. It's because Brooks blew a point-02 in a state park or federal court. Yeah, I mean, you have to be extremely careful, and you bring that up now. There's a recent campaign that was released by PNG that features Chris Harrison from The Bachelor, who recently has had a little bit of a drama in his life, too. and they had to yank that right away.

It was ironic. The day that that ad was supposed to be released was the day that he also had some controversy in his life. So, you know, you've got to be real careful about those characters as well. And he was talking, and I'm not going to get into supporting or not to leave him or anything, but the irony was just that he was talking about cancel culture

and he got canceled. He might, he probably very well deserve very ignorant comments given for his position, so I don't condone anything. He did, but just the irony of him talking on canceling. Well, he'd be to watch what you say, buddy. Oh, yeah. Oh, yeah.

Yeah, I hadn't heard of Bruce Springt's score, though, the, 0.02. Man, I mean, I might get that with the mouthwash. I used to the time. Exactly. I mean, if I got pulled over every time, you know, I'll leave the house. I might be in trouble. I think, I think Josh, up one key point, too, is in terms of measuring effectiveness of advertisements, social is also a big signifier, a lot of brands use social as, you know, a signifier of ROI after the Super Bowl, right? Now, the quote-unquote brand winners of the Super Bowl were one Mountain Dew and two Pepsi, two PepsiCo brands. Well, if you look into it, Mountain Dew had a competition to, within their ad,

asking consumers to tweet the number of Mountain Dew cans or bottles they saw within the advertisement and they had a chance to win a million dollars. Now, the question is, is that a long lasting impact for Mountain Dew or is that just a flash in the pan? And I think what Josh brings up about Oatley is going to be something we talked about a little bit later here about that longevity of emotion, that longevity of driving memory and coding for your brand, that even though this ad, not to give too much. with this Oatley ad was commonly criticized for being the worst creative in the entire Super Bowl,

it does have long-lasting power. Yep. As your host might have suggested last week, I've been doing this ad business. Too long. I even know what my brain is not supposed to be thinking is thinking about thinking. You know, it's ironic that that spot was created in-house. Yeah.

No agency. It is a whole spot, too. Yeah. I was six years old. I didn't know that. I didn't know it was the CEO. Hey, I do want to get into, Tyler. Let's talk about, you know, transitioning into the neuroside, you know,

in contrary to Admeager. How is the success, what's the process, what is kind of the measurement story for you guys for how all this kind of comes together? Absolutely. Yeah, and we're going to start at the base here where, you know, much of the brain's processing occurs in the subconscious, right? So, you know, we have about 90% of our processing is going to happen in this unconscious mind that we can't directly pull out after seeing an advertisement or even while we're watching

something. You know, the brain is an automatic device that is consistently firing in response to stimuli that you're exposed to, right? The other 10% is conscious processing, which is things that you can measure with recall or things that you can measure with asking people questions or surveys. Well, we specialize in, and what we do is we measure brain response with a headset that is patented and unique to neuroinsight that can look at the key or the different parts of the brain that are more or less active on the surface of the brain and correlate that to specific neurometrics

that have been identified to be important for understanding how people are. actually processing the content that they're exposed to. So we measure a few key metrics that are important for this processing. Everything revolves around what we call memory encoding. Now, memory encoding is a measure of what is actively being laid down into memory. And memory encoding is broken out into two different parts. One is measured in the left hemisphere of the brain, which is called detail memory encoding. And that's memory encoding for details, call to action, you know, very, very, very

detail-oriented things. It's very straightforward. Global memory encoding is more of an emotional memory encoding that allows us to measure how people are responding to big-picture themes. And this is measured in the right hemisphere of the brain. So going back to, say, sixth-grade neuroscience or sixth-grade science, really not neuroscience, understanding left-brain versus right-brain things, you know, this is what we're measuring here. In addition to that, we have some diagnostic measures that help us kind of paint the full picture of how people are responding to things that they're watching. Now, we're looking at things like approach withdrawal,

which is a positivity or negativity of emotional response, whether people lean in or lean out from things. We also measure emotional intensity, which is a measurement of how much people are experiencing emotion in the moment, which is an understanding of, you know, or a multiplier for that approach withdrawal response. Another thing that's fairly important to us is engagement, which is a measure of how engaged people are

and also how relevant content is to the consumer or to that target demographic. And then we have attentional measures which help us identify how much attention people are paying to the content in real time. Now, all of this is measured on a second-by-second basis, which allows us to paint a dynamic picture of how people are responding to that content as they see it.

Because if you think about any movie that you've seen or anything that you're exposed to throughout the day, you can't physically or evolutionarily remember every single thing you're exposed to. So this allows us to identify those moments that are going to stick out in users' minds or consumers' minds and then optimize against those elements to understand whether or not one branding is going through and then use those key elements to drive branding through to the consumers. So to be clear, we're talking through the lens of Super Bowl ads, but everything you just stated is universal to how you guys measure ads in general. Absolutely. And just trying to, since I've asked that question, randomly speaking, you guys have been doing this long enough in comparison. Does the, is there differences in how the brain responds to Super Bowl ads versus any other type of ads? or average time period. It seems like that would drive some, you know, the symbols of where you are, how you are,

and how attentive we are to the ads compared to, you know, a typical moment where you're kind of in and out of, I think, paying attention to what it is. Absolutely, absolutely. Context is super important. And I think it all starts with, you know, first of all looking at the power of the creative and the amount of money that's being invested into Super Bowl advertisements. I think Super Bowl ads and just generally Super Bowl ads are just garnering more investment than, you know, your typical everyday advertisement.

So there's much higher production quality, which leads to a different type of response to that type of content. For example, if we're watching TV, you know, right now, you would see an ad that's probably fairly product focused, doesn't really feature any celebrities, and is focused on, say the Tide bottle or whatever, like, method of action or benefit you're going to get from that product. Whereas a Super Bowl ad is going to feature, you know, a celebrity director potentially, a celebrity in the ad, you know, a lot of higher production qualities potentially looks like it's produced by Michael Bay, you know, which is going to take away from the product itself. So typically what we tend to see is different parts of the brain are going to interact with these different. types of advertisements in a way that influences how people are responding. So we have this thing called and this theory called the Neurostate Theory.

And the Neurostate Theory states that, you know, there's a bias either left or right brain, or there's either a left or right brain bias that influences how people are processing information. The former advertisement that I was describing, that's more detail-oriented that is all about the product, is likely to drive a left brain bias and is likely to drive a more detail-oriented response in the brain. Whereas a Super Bowl ad is likely to drive a higher right brain bias because you have all this higher production quality and you have these celebrities or these more creative elements,

if you will, that could potentially take away from branding. So it's important to strike good balance when we're looking at and assessing these Super Bowl ads to understand one at the very base how people are responding to the creative. And then you mentioned context, right? Within the context of the Super Bowl, you know, most people are involved in the game

in a very emotional way. We're talking about, you know, maybe fans of the game, fans of the sport, fans of the teams, you know, you're with a bunch of friends. This is the culmination of, you know, the most popular sport in the U.S., you know, with 96.1 million viewers this year, right?

So everybody is involved in this. So the context is also going to drive the emotion of the game. We typically tend to see a higher emotional response to Super Bowl advertisements and the Super Bowl in general when compared to other general. Then you consider the cultural relevance, right? You know, when we talk about the number of viewers, you know, obviously you're also going to have a lot of cultural impact that is going to be, that is going to impact how people are responding to the content

and how people are driving or building their campaigns within which you are placing your advertising campaign. And the next thing is, you know, the campaign itself. You know, you have to understand, you know, how, you know, how to differentiate yourself from the different ads within the space, which is another strong impact on that brain response. So typically we see that Super Bowl ads will have, will be more memorable than most ads in our database, but won't be memorable for the right reasons, right? The more memorable ads that drive branding are the ones that are going to be very brand folks.

I love it. You know, you guys were ever going to do a commercial for yourself, and I don't know that that ever makes sense, given how niche you are. But I always go back to the, this is your brain. Yeah. on drugs. Right. This is your brain on ads. That's a freebie.

Yeah. I'm going to use that. And you need to, you should do like a, if you were going to do a TikTok video, you with an egg, you know. Yeah. But you have to think about what would be the analogy of the brain on ads.

I think it's the eggs. That is the perfect every time I make eggs. I think it's time to, uh, to remove some of the drama. I'm really ready to get into where we landed. Are we ready to get into the top? Sure, absolutely. And I think to kind of start off,

what I would like to do is share with you guys an example of how we're talking about how traditional research doesn't specifically line up with neuro research. So I'm going to share with you guys a case study, a quick overview of, you know, an ad we test years ago in one of our, validation studies.

So, there was an ad that we tested for the brand Cadbury, which was a UK-based brand at the time, which used a very creative approach to promoting their brand. Now, this ad had the song In the Air Tonight by Phil Collins in the background, and had a gorilla featured on the drums, that played the drums at the drum solo of In the Air Tonight. Now, I'm assuming, you know, most of our, you know,

millennial plus viewers or listeners know the song in the air tonight where Phil Collins has that big drum solo in the middle. At that time, the gorilla plays the drums, then Cadbury comes in and shows its branding. Now, this advertisement was tested in traditional market research. And what was shown in the traditional research was, know, focus groups said when compared to UK TV ad test norms that this ad was not easy to understand, was not relevant, had a negative correlation on persuasion and how much it tells

you about the brand. And furthermore, the director of marketing at the time was basically told that, quote, you were never showing this app, but they showed it anyways, right? And, you know, I would assume it's probably because, you know, CGI guerrillas were not cheap at the time. They invested a lot of money into this campaign already, despite the market research results, they released it. And what happened in market was dairy milk sales increased by 9% while this ad was in market, despite those results that we just saw. The ad won a Grand Prix Leone, reported brand favorability went up by 20% while this ad was in market. And the song, this is my favorite stat. The song in the air tonight, despite not being re-released, climbed up to number 14 on the

UK singles charts and was number three on iTunes. And this advertisement is typically highly regarded still to this day as one of the best ads of all time, despite those market research results. So that kind of goes to show one, like, okay, we see this disconnect between, you know, how people are responding to the ad meter and how we drive effectiveness. And this kind of sets it up for the rest of the rest of what we're going to talk about as well. So when we focus in on our detail memory encoding metric, which is our key metric for understanding, it's our key KPI for understanding whether or not an ad is effective

or not, we tend to see a few things when we look at the results for this Cadbury Gorilla Act. What we see is, you know, the brain is trying to process things in real time, specifically looking at these different scenes that may be driving impact. And within the specific ad itself, what we saw using our methodology was, you know, given the brain is trying to pick up on the story, the brain picks up on one, the gorilla, two, the gorilla on the drums, playing the drum solo, and then three, the branding. And this is a very simple advertisement that, again, people did not equate to Cadbury, but drove impact for the brand. And our metric was able to pick that out, specifically showing effectiveness at that brand.

moment for Cadbury, whereas, you know, traditional research was not able to show this, which shows that subconscious is that key driver for impacting sales and market. Did it run the U.S.? Like, because I remember seeing and reading about it being in the ad game, but I know it was a UK campaign and I remember seeing as things. No, I never ran. Maybe because I love the problem. I don't know which one was, but.

I mean, it ran in the show books. That's what we're all familiar with it. The rule of that was quite an accomplishment. What's interesting about this creative, and we'll talk about this a little bit more when we get to the Oatley Creative, is, you know, there were a lot of knockoffs, right? A lot of people tried to replicate this.

But, you know, once it's done, you can't replicate it, right? People are used to the formula. They get used to, you know, this song and dance plus branding, and there tends to be a bunch of knockoffs that just really fail in market. So this was incredible, this was an incredible, like market creativity in itself

because it was able to do so well for the brand. And really given, you know, the knockoffs or the pretenders that came out can't be replicated unless, you know, where it's far enough in the rearview mirror that somebody picks it up again. You know, we had a saying around here, and came from Bartle, Bogel, Hagerty.

I think it was John Vogel. famous British Agnown. And what he said was, and it's true of the industry, creativity is determined by the obscurity of your sources. You know, so I see, and I know we creatives are notorious for that.

And the end industry as a whole is kind of the epitome of imitation as a sincere form of flattering. Right, right. But you still have, 3,400 celebrity commercials on every Super Bowl ad. Exactly. It's a formula.

And also with the same cadence as well. I think that's the thing. There are a lot of Super Bowl ads that came out this year that we'll talk about as well, that maybe won the ad meter, but are the same, you know, song and dance as we've previously seen, whether it's like, you know, cut scene like, you know, five jokes, you know, scenes between like different situational things and through in branding, you know, you've already lost people after, you know, your third cut scene to your third joke. That's the same joke that you've been repeating throughout the 60 second piece.

You know, and then as we talk about the Amazon ad today as well, you know, Amazon has been very repetitive in their creative structure as well, which is, again, just featuring a celebrity in these different situations. And you wear out the viewer by the time you get to brand. and you can't effectively brand. Well, again, I think we're ready to get it. Let's go. Let's go.

What's our first teed-up one as far as how it performed? Yeah, we're going to start with my favorite and the winner slash loser of this Super Bowl, which is the Oatley advertisement. So, yeah, we'll start with the good stuff here. So just to kind of teed-up, this Oatley advertisement was originally shot in 2014 in Sweden was banned. It was banned

in Sweden because of some of the dairy farmers I forget the exact reason, but basically there was some dairy farm legislation that led to the banning of this advertisement because it's all about wow wow no cap.

So they had this in their back pocket for a while and you know as the Super Bowl was kind of coming up and with ads sales being down for the Super Bowl this year. It seems like they were able to get a discounted spot. We don't know the exact number, but that's the theory behind is they were able to get a discounted spot. And they decided without any, you know, any time to build a new creative, they just re-release this one.

And this, this ad was the lowest performer on the ad meter was one of the most talked about ads on social and as Josh said is still one of the most talked about ads on social and Josh actually before we even dive into it would love to hear like some of your thoughts and just before we even show the results like I'd love to hear

what you guys think at this advertisement overall I thought it is like a great placement being so like unique and polarizing to where it's like sitting amongst all the other ads during the Super Bowl it just

stuck out all the more than me. And I think that's why people noticed it and hated it so much. But even every time I saw it mentioned, even if someone was hating it, someone would always be replying for like tweeting back or like commenting and saying, well, I actually loved it. And someone else would be like, why this is so stupid? And it would just continue on this long conversation about it. And I saw people change their mind. But like anytime anytime you have a piece of content online that's being interacted with like that, like the algorithm. I'm just going to love it. They're going to try to get more people to get interacted, get involved.

So they're going to push that to the top. So you kind of almost like, it almost like needed to have some kind of controversy or some kind of like something able, like if you're as not able to be talked about other than, yeah, I liked it. It's funny. And it's not really like it's not going to stick around on social media. Right. Yeah.

I just wonder how many of us actually went out for it. Oh, I'm already across the front. Is that yours in the fridge? Yeah. That stuff's nasty. Are you sampling everyone's stuff? Oh,

I run out of my almond creamer occasionally and they're looking for a substitute. I tried only. That may have been a prop. We filmed a tech talk and I think we watered it down. We secretly replaced your creamer.

What? I mean, there's nothing to luxury over. You know, informal qualitative survey, though, right? I had a gather at the Super Bowl, and everyone stopped to watch it. Yep. And what's, you know, listen, back to your point, Tyler, in advertising is it used to go up and, you know, get coffee or do something else typically. Right. Super Bowl, everybody stopped to watch the commercials.

Absolutely. And everybody to do a person was like, God, that was stupid. It wasn't anybody that liked it. And it reminded me of the E-Trade commercial probably, gosh, 15 years ago. And it was a monkey in a garage with a bunch of these crazy characters that they spent, I'm sure, weeks casting. Right. And there was no point to just this crazy thing going on. And the announcer at the end says, well, we just blew $3 million.

And it was E-Trade, and it was bizarre to be bizarre. again the first three seconds I was like oh god see you I want to be in it like I mentioned last week I mean I do I knew there was intent in it being as bad as it was what was on purpose for and the fact the matter is I actually went to the store and was going to buy it wherever I was that didn't have it and I was like I was thinking about it yeah so it was worried me I was like I got to try this but you know my craziness of appreciating the marketing side of it.

But it's the thing about it. I haven't seen that ad since. I don't watch a ton of TV, but I watch enough news. I think I would have caught it. I don't know that they're even, they even have a campaign running. Because, again,

you would turn it. You know, but it worked because it was a Super Bowl and you couldn't turn it. And so they knew it would resonate with you, even if seemingly perceived negative, it was doing something to your brain. I want to see,

I want to see how many, how many views it's gotten on YouTube. Brian, I mean, watching. Sure. That's a great. Those are sales are. That'll be 30 days sales. So the big thing, at least we do have a stat and I don't know the exact percentage, but, you know, I've seen that their search results or their searches have been up over at least 15 to 19 percent since the Super Bowl, which is, you know, fairly, fairly massive.

of considering, like, one, the product, but two, like that in comparison to some of the other brands in the Super Bowl. So people have been looking for it. People have been searching for it. And I'm sure there's going to be a case study down the line that actually is able to identify the sales numbers as well and, you know, equate that back to, you know, the spike that we saw during the Super Bowl from this advertisement. I love it.

Cool. So let's take a look at these results. So I think the one thing as before we should. show the advertisement itself is, you know, one, remember that we're looking at detail memory encoding and specifically memory encoding at key moments and like remembering, like, or understanding like what people are committing to memory. And the thing about this advertisement is a product focused advertisement. It's a little weird, little strange, almost has a similar vibe to the Cadbury Gorilla advertisement, which is very song-based. But this features the at or

features the brand more prominently. And then once we see branding throughout the ad, but also at end branding, it builds a big story for the brand. And people are like, oh, what the heck is this? No cow. This is Oatley. You know, it works. It's so quirky, it works.

So let's go ahead and play it. So as this guy's singing about the ad or singing about the brand, people are trying to pick up on what's going on. We have this slow zoom out. And memory encoding is coinciding with these different elements as more of the stories being shown. But once the brand comes on screen and we have the brand featured very prominently on screen, we see memory encoding within the 99th percentile of our entire database. Right. So when we have this Otley end card, people are committing Otley to memory, which memory is going to drive some sort of.

consumer behavior later on. So that's why we're seeing this big spike in people talking about Oatley. And what you see on social media is people aren't just saying, you know, that ad with the guy in the brown shirt playing the keyboard, people are saying that Otley advertisement. And that's

what has staying power in this context. It's so weird. It sticks out amongst all the other celebrities, all the other emotions that people are trying to drive home. And it features the brand, probably in a way, very similar to the Cadbury ad that we just look at. Not surprise.

Not surprise. I mean, you called it. Well, I just knew that it was such a departure from everything else you're seeing. Right. That it had to be resonating in some way. And I would, I bet you're just to see. Oh, yeah. Because people are intent, even though I ban at commercials suck.

They're like, their recall is there, so they're going to see that label in the grocery store, wherever it's available. It's going to be there. It's kind of, it's kind of that kind of product anyway, because, you know, you're like coffee and different things you put in coffee. That's such a high category, I think, anyway. So a new type of thing that you would never consider, you know, like, I don't know. Brilliant. So does that blow up reaching frequency? because it's only run once

for all intents of purposes unless you seek it out. Right? Yeah. All right. Yep. No, absolutely. Go ahead.

Beforehand. I was familiar with the brand beforehand because they spend most of their marketing budget behind stickers and T-shirts and posters and coffee shops. And so they always had a...

Well, Johnstar, our official coffee stop. Yeah, yeah. They always had the quirky stuff of, like, say you know the milk or something and they have like over the urinals at a shop down the road they had posters and said uh they'll put a notely at anywhere these days they were already doing the right right i wonder if it gets into pro-byton old episode of getting away from the mass branding of you're not they're not trying

to make oatley this big prestigious like brand idea it's CEO just hanging out he's like the energy of it was kind of like totally. We don't have milk. I think you bring up an interesting kind of sidebar there when you're talking about trying to try not to make it a big

prestigious brand. We see a similar thing maybe this is something we can discuss at some other time, but you know just the idea of micro-influencers versus macro-influencers, right? Yeah. We tend to see a lot more success with micro-influencers because you know you have this dichotomy between

you know, how much people think about the brand versus how much people think about the celebrity, right? So with the macro influencer, you tend to see, you know, much more popularity for that influencers, say it's like Drake and State Farm versus the brand itself. And we'll see an example of this in the next time series that'll show you.

But then in this case, we have the CEO, we don't know who he is, and this brand who we barely know, but we maybe know the brand a little bit more, but it also puts the brand on a stage that's equivalent to the individual who is, you know, portraying or who's telling the story that makes a greater impact for the brand overall during end of branding. Well, I don't know. It's just purely about the amount of time we spent on them. I think we validated.

Yeah, sure. Absolutely. What's number two on our list? This is actually paid for by Oatley. That's the radcast. Brought to you by Oatley. Yeah, we got advertisers. Let's go.

So the next one is Rocket Mortgage. This was number one. So we're going straight from the bottom on the ad meter all the way up to the top. Now, this is an example of an attention vampire being, you know, the celebrity within the advertisement. So what we're going to show you in the things that we want to kind of focus on here is within this advertisement, we got Tracy Morgan being featured in various different lights. You know, it's a very snappy ad. He's kind of going from like place to place to place to place,

kind of what I was describing earlier. It's very montagey. And by the end, the consumers wore out. But another thing that you see is you have Tracy Morgan featured throughout the entire creative. And then once you get to the end branding statement, you have a change in narrator. It goes to a very ad-heavy sort of message. And people completely check out because they see it's an ad.

They're like, oh, crap, I don't want to be here anymore. So we're going to go ahead and share this with you. And then, you know, I'll kind of narrate over top as well. And Tracy Morgan is one of my favorite attention vampires. So by far, like, I understand why he did well in this one. So as the ad opens up with his family, we get to Tracy Morgan, and he's sitting there in the bathtub talking about Rocket Mortgage. But then it just cuts between different scenes,

and people are trying to catch up the entire time. It's very fast-paced. this moment here, he jumps over the bridge, that's a climax. You stop. People check out. This is definitely going to be one of those when you're listening. You need to go watch the YouTube to get the full aspect of watching to be creative. But imagining that you're watching the Tracy Morgan Rocket Forgid ad.

So, I mean, those are two examples of one, you know, where celebrity can overshadow everything. whereas like featuring the brand in a way that puts the brand birth allows you to, you know, tell a better story. Now we've seen this multiple times and I'll just kind of share just, I guess, war stories at this point where, you know,

in some of these other ads that we saw, Amazon Alexa, same thing. With the Amazon Alexa ad, what you see is various montages, very similar to the Rocket Mortgage ad, where, you know, you have, Michael B. Jordan is, taking the place of Alexa

and the female protagonist is dreaming of Michael B. Jordan being in the Alexa the entire time. So she's just like dreamily talking saying Alexa, do this, Alexa, do that, da-da-da. And every single time, it's like, you know, she's in various positions that, you know, Michael B. Jordan takes off his shirt at some point.

Michael B. Jordan does this. And it's a better advertisement for Michael B. Jordan than it is for Alexa. You know, we've seen this in every single Drake ad that we've tested. Drake is a big attention vampire. People love Drake, not the brand that he's associated with. But then you go to another ad from this year that did really well, but it was number 44 on the ad meter, was Pringles. Pringles just told a very cute, fun story.

Was a fairly engaging story, but featured the brand in a way that put their brand front and center. and was very important to them to put their brand front and center because they just went through a big rebrand. And they just rebranded in mid-December. And that was actually very effective for them. Now, people were able to see this logo front and center and see the new Pringles logo and the new Pringles branding and were able to remember it. So they did a really good job. The Super Bowl was a success for them despite not performing well on the Admitter. It was a success for Oatley despite not performing well on the Admitter, but was not

so much for, you know, the big brands like Rocket Mortgage or Amazon or, say, like, in M&Ms or others that invested a ton in their advertising as well and did not perform as well on our metrics. What's interesting is the weekend, you know, did not get paid to do the Super Bowl. I heard this. And most years, I was not worried this fact about Super Bowl. Most of the times, the acts are unpaid at the Super Bowl. news made what made sense to me because of the reach and awareness that they get for their performance.

So there's no different here except whoever's agents for Tracy Morgan and any of these other celebrities should get paid extra because those actors are getting paid and they're becoming the stars of the commercial. So they're getting double the awareness and they get paid. Absolutely. 100%. 100%. And, you know, the best example of, you know, a...

Happy medium between, say, celebrity and brand is an advertisement that we worked on a couple of years ago. There was an advertisement in 2018 and kind of talking back to Neuroinsight and where we kind of come into the fold. We tested a rough cut for our clients at Stella Artois, which was an advertisement that featured a lot of nostalgia, celebrity, and branding. and their goal was to ensure that they're able to maximize their branding within the story to ensure that they're getting the most out of their advertising, right? Anheuser-Bush, on average, spends, you know, upwards of, you know, at least 20 to 30 million on advertisements, considering like 5.5 million Super Bowl advertisements per year, considering 5.5 million per ad, you know, have at least six advertisements per ad, you know, have at least six advertisements per, her Super Bowl. So within the Stella Artois ad, they feature, you know, Kerry Bradshaw walking out.

And, you know, they have the sex in the city theme. Carrie Bradshaw flips her hair. She sits down and is asked in this restaurant whether she's going to have the usual, the usual, that being a cosmopolitan. Well, she switches up the usual and orders of Stella Artois. Then it cuts to a big Stella Artois.

Artois cut scene where we see very strong prominent response to the brand to Stella Artois, then the ad kind of cuts, and then we see Jeff Bridges come in. And it's another replication of the same, you know, kind of storyline, which is Jeff Bridges, do you want to have the usual? He said, which is a white Russian, he says, no, I'm going to have a stellar Artois. Then, you know, all hell but breaks loose. And then they feature the. brand again and a strong branding for Stella.

And within this, within this test that we were doing, we're looking at how they can feature Stella more prominently to increase their impact post Super Bowl. And to use Nero and our second by second response effectively, you have to identify again, as we were saying, those key moments and those key elements where the brand can be seamlessly integrated into the creative without actually taking a way. from the storyline itself. Now, on the back end of the Super Bowl, after we did this optimization for them,

what Stella saw was purchase frequency increased by 15.1% post-super Bowl. Stella also showed the highest growth in consideration across the entire beer category post-Super Bowl. The ad itself at 7.6 billion impressions, 418,000 social mentions, because they're featuring the Big Lobowski, the dude from the Big Lobowski.

It was the number nine most memorable brand in the Super Bowl and number nine favorite ads. So, you know, we can use this technology to understand, like, how to tell stories in a way that features the brand most prominently to ensure that, you know, brands are actually driving that ROI. I think that's all for the interviews. Yeah, absolutely.

Yep. Yeah. Any final thoughts from everyone was? We kind of close this out. as our look at the impact of neuro and both just the Super Bowl context and the context overall, how does it make you think, Mike, more creative one of you think differently about creating the end? Makes me thirsty. I want to sell out.

No, it makes perfect sense. And I looked earlier you made a right and left analogy too. Josh, any kind of thoughts? Makes you kind of watch things differently and especially the thinking of like attention vampires I think a lot of times he doesn't have to be a human to be a vampire.

I think in the future, your future business model should be around you know, how people's brain responds to listening to podcasts. You know, certain forms. We've done some research on the podcast, bro. We can, you know, give you some insights. I'll tell you.

you what we people people do love podcasts to get very meta with it guys um you know we've seen that you know podcasts are an engaging realm and just audio in general because it forces the brain to kind of wander in a way that uh you know forcing a visual in front of somebody's face doesn't yeah yeah theater theater of the mind right absolutely 100 percent 100 percent it's awesome we really enjoyed this two-part series with howler lewis director of finance louis at Neuro Insight. Tyler, where can everybody keep up with all things? I know we did this last week,

but in case someone's tuning in this week, where can they keep up with everything with Neuro Insight? Absolutely. You can find us at Neuroinsight.com. We're at Neuroinsight on LinkedIn, and we're at Neuro underscore Insight on Twitter and Instagram. Awesome. Thank you, Mike.

Thank you. And you know where to find us. We're at the Radcast. and at d.radd.c.com on Instagram. You can find me on Instagram at Ryan Alford. And we'll see you next time. Yo, guys, what's up, Ryan Alford here? Thanks so much for listening. Really appreciate it. But do us a favor. If you've been enjoying the Radcast, you need to share the word with a friend or anyone else.

We really appreciate it. And go leave us a review at Apple or Spotify. Do us a solid. Tell more people. Leave us some reviews. And hey, here's the best news of all. If you want to work with me directly, you want to get your business kicking ass and you want radical or myself involved you can text me directly at 864 7293680 don't wait another minute let's get your business going 864 729 3680 we'll see you next time