Three Australian banks are running three completely different experiments on your brain. One built its entire brand out of AI-generated animals. One makes saving feel desirable. One goes on the attack against a rival's fine print. But every one of them has the same weakness: they make claims, and claims are cheap. So we finish on the one thing advertising can do that no claim can touch, proof.

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

GUESTS
Alex Newman, co founder of Super Solid, the agency behind ubank's AI animals campaign, built on a philosophy of return on ideas.
Peter Pynta, Neuro Insights, who reads real brain activity second by second while people watch ads.

In this episode we break down claim versus proof. An Adtopsy on ubank's Money Done Better, the AI animals, the insight that not everyone is born with instincts for money, and the golden rule for AI in ads: do not notice it, just feel it. A Brand Wars between ING and Macquarie, saving made desirable versus an attack on the fine print, and why both win by playing different roles. And a GOAT that settles it, from Van Damme's Volvo Epic Split, where the stunt is the product, to a marlin glued to a Sydney billboard with Liquid Nails. The idea underneath both goes back to Claude Hopkins in 1923, in Scientific Advertising, the book this show is named after: a claim can be copied tomorrow, a demonstration can only be performed by the product that survives it.

CHAPTERS
00:00 Intro: three banks, three experiments
01:33 Alex Newman: return on ideas
15:37 Adtopsy: ubank's AI animals
24:14 Neoteny: why we trust cute characters
26:04 Brand Wars: ING vs Macquarie
29:21 The creepy ad effect strikes again
36:18 GOAT: Van Damme and the Epic Split
46:12 Selleys: demonstration beats claim

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