Brilliant strategy. Millions in budget. And a tiny execution detail your brain hates that no survey could ever catch. This episode, Peter Pynta reads real brain activity second by second and shows why some of the most beautifully made ads secretly fail, and why one bank quietly wins by promising less.

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
Peter Pynta, Neuro Insights, who reads real brain activity second by second while people watch ads.
Marcus Willis, co founder and CEO of Kill Boring, a social first shop out of Melbourne.

In this episode we get into why execution can undo millions in brilliant strategy. An Adtopsy on Cathay Pacific and why leading with world's best economy is a confusing place to sit. The creepy ad effect, the over the shoulder phone shot everyone loves that quietly destroys memory, revealed inside a beautiful Heineken Formula One ad using EEG. A Brand Wars between Bankwest and Great Southern Bank, one going less bank, one selling a fairy tale, and why just enough bank is the smarter position. Plus a GOAT breakdown of the Guinness Surfer ad the boardroom almost refused to run.

CHAPTERS
00:00 Intro
02:11 Adtopsy: Cathay Pacific
09:33 The creepy ad effect: Heineken
21:23 Brand Wars: Bankwest vs Great Southern Bank
33:01 GOAT: Guinness Surfer

Subscribe for a new breakdown every week: @TheScienceOfAdvertisingShow

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

#advertising #marketing #adbreakdown #neuromarketing #scienceofadvertising