On Friday night, Australia crowned its most effective advertising of the year. A hairy man with a flute. A kayak glued to a billboard. The Grinch who helped McDonald’s sell 50 million pairs of socks and drive the biggest sales day in its history.

The Effies are the only awards where the work has to prove it sold something. Not a clever ad. Not a viral ad. Sold it. So Jonathan Rolley lines up all seven gold winners with two experts, and a pattern appears. Two won on media alone. The other five all did the same two things: gave the brand something you can see, and something you can hear. By the end you will know exactly what they are, and you will be able to hold your own advertising up against them.

HOSTED BY
Jonathan Rolley, CEO of Undivided
https://www.linkedin.com/in/jonathanrolley/

GUESTS
Andy from Two Tractors, who makes the ads
Pete from Neuro Insights, who measures what the brain actually remembers

IN THIS EPISODE
Why the Effies are the one award that proves commercial outcomes
DiDi: the big night out and the flute hook you cannot forget
Uber Eats: the Grand Effie winner, and how to hijack a memory you did not build
Kitchen Warehouse: a low budget data idea that lifted sales 20 percent
McDonald’s: branding from the very first frame, and the Grinch takeover
Telstra: the whistle, the walk, and why only ten brands could pull this off
Selleys: grab it off the billboard and it is yours
Levande and Vanuatu: how simple and distinctive beat big budgets
The one lever fewer than 1 in 10 brands actually pull

CHAPTERS
0:00 The most effective ads in Australia
1:13 Why the Effies matter
3:39 DiDi: the big night out
16:04 Uber Eats: the Grand Effie winner
29:15 Andy Murray: order anything
30:50 Kitchen Warehouse: manipulate the algorithm
39:45 McDonald’s: the Grinch takeover
47:11 Telstra: the whistle and the walk
1:01:26 Selleys: grab it off the billboard
1:08:43 Levande: the ad that surprised everyone
1:14:56 Vanuatu: the fish out of water
1:22:36 The pattern behind every winner

Subscribe for a new breakdown every week.
Instagram: https://www.instagram.com/thescienceofadvertisingshow/

#Effies #Advertising #MarketingPodcast #AdBreakdown #CMO #BrandStrategy #UberEats #Marketing #CreativeStrategy #AustralianAds

A Hollywood actress, a betting app almost nobody had heard of, and an ad that broke the internet. Sydney Sweeney, reportedly with equity in the business, fronted a campaign so controversial that fifteen sportswomen publicly came out against it, and it worked. The app shot up the download charts and the whole internet argued about it for a week. We break down why the outrage was the strategy, with a CMO who has spent 30 years behind the brand.

HOSTED BY
Jonathan Rolley, CEO of Undivided and host of The Science of Advertising. The show is produced with Undivided, an independent media agency.
LinkedIn: https://www.linkedin.com/in/jonathanrolley

GUEST
Jason Verstak, GM Marketing at Newfurn Floor Coverings, with more than 30 years in marketing.

In this episode we get into the Sydney Sweeney betting ad that everyone is talking about. Why a tiny challenger brand put its entire budget on one big, divisive bet to break a US duopoly. Why upsetting the people who were never your customer is what fuels the fame, 71 percent of the market is young men, and the outrage from everyone else is free press. Whether Sweeney evolves into a long term ambassador or it is a one off sugar hit. Then a flooring Brand Wars, Choices Flooring versus Frank Walker National Tiles, prediction break versus problem and solution. A telco war between Dodo and Superloop. And a GOAT that is one of the best ever made, the Bud Light swear jar ad that won an Emmy and never aired, a masterclass in prediction break and humour.

CHAPTERS
00:00 Intro
01:31 Adtopsy: the Sydney Sweeney betting ad
17:17 Brand Wars: Choices vs Frank Walker National Tiles
31:00 Brand Wars: Dodo vs Superloop
36:00 GOAT: the Bud Light swear jar ad

Subscribe for a new breakdown every week: @TheScienceOfAdvertisingShow

Instagram: https://www.instagram.com/thescienceofadvertisingshow/

#sydneysweeney #advertising #marketing #adbreakdown #scienceofadvertising

Ten years ago, your brain needed 2.5 seconds to remember an ad. Out on the street today, a billboard gets about one second. So what can you possibly fit in one second, six words, a brand, a sale, or nothing at all? This is Ads in the Wild, powered by The Science of Advertising. We pull a dozen real billboards straight off the streets, count the words, hunt for the brand, and at least one of them is going to fail.

HOSTED BY:
Jonathan Rolley, CEO of Undivided and host of The Science of Advertising. The show is produced with Undivided, an independent media agency.
LinkedIn: https://www.linkedin.com/in/jonathanrolley

GUEST:
Josh Gurgiel, who runs creative for the biggest outdoor network in the country, and has spent years on what makes a billboard stop you or slip past you.
LinkedIn: https://www.linkedin.com/in/josh-gurgiel-54538347/

In this episode we get into the real rules of outdoor. The one second rule, and why six words or less is the difference between remembered and invisible. Why the best move is almost always to subtract, not add. How the greats use a single hero image instead of overselling, from Uber Eats to Specsavers. Why irreverence and contextual placement, Koala, IKEA, and the famous look up billboards, turn a static poster into something people photograph and share. And why the sharpest outdoor work is really just public art, sponsored by a brand.

CHAPTERS
00:00 The one second rule
00:54 From lawyer to outdoor
02:54 Why dwell time changes everything
06:35 Uber Eats: one idea, many executions
14:01 The urge to overcomplicate
18:49 Six words or less
21:18 What grabs attention in the wild
23:41 Use the hero, don't oversell
26:52 Specsavers: stopping you in your tracks
29:23 Koala: irreverence in public space
34:39 IKEA and contextual placement
45:48 The rules worth breaking
53:39 Public art

Subscribe for a new breakdown every week: @TheScienceOfAdvertisingShow

Instagram: https://www.instagram.com/thescienceofadvertisingshow/

#advertising #marketing #outdoor #billboards #scienceofadvertising