Your brain cannot feel a number, but it can never forget a wave. That one flaw in how we think runs through everything this episode. We autopsy the craft behind a political ad that turned a debt figure into a tsunami of red ink, look at a bold US political stunt, referee a war between two vitamin giants fighting over your feelings, and break down the celebrity playbook that built an empire. Not the politics, the craft.

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.
Peter Pynta, Neuro Insights, who reads real brain activity second by second while people watch ads.

In this episode we break down why feeling beats fact. An Adtopsy on the Fix Victoria campaign, a purely craft focused look at why a tsunami of red ink is unforgettable while a debt statistic is not, the claims are the campaign's own and the government disputes them, we are here only for the technique. A Brand Wars between Blackmores and Swisse, same shelf, same shoppers, opposite strategies, and why beautiful production does not always build a brand. And a GOAT on Swisse's own playbook, how leveraging an Australian cricket captain's trust, Ricky Ponting, through consistency and novelty and a clean promise and proof structure built an empire, plus why celebrity advertising is one of the highest risk games there is.

CHAPTERS
00:00 Intro
01:18 Adtopsy: the Fix Victoria ad
15:20 A bold US political stunt
21:11 Brand Wars: Blackmores vs Swisse
38:44 GOAT: Swisse, Ricky Ponting and the celebrity playbook

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