00:05
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 Radcast. It is our part two in a two part series on the impact of Neuro and Super Bowl ads and all things brainy stuff with our very own Tyler Lewis, Director of Client Solutions at Neuro Insights.

00:35
And I'm just taking the liberty there calling our very own. I feel like you're a buddy now, but, but he is with newer insights. 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 watching this video. We were talking a free episode about getting up there and sharing a Scott's maybe on one of these episodes. So we're going to make that happen when things come to life. But we also have.

01:05
here with us, the creative director at Radical, like Weston Mike, welcome to the show again. Thank you, good to be here. And Josh. Yeah. Excuse me, Josh. Hello. Our digital media manager here at Radical, Josh Hill. Good to be here. You and your very own host has a lot of attitude up there now. You know, in producing 120 shows plus now, even my brain has a freeze every now and then, but.

01:31
Tyler, I'm really looking forward to it. We've been anxious to look at the results from the Superbowl. We talked last time about the impact of advertising and how we've traditionally viewed quote unquote success of ads during the Superbowl and the somewhat arbitrary notion of 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.

01:58
Pretty anxious, man, I know you were 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. I think one of the things we touched on 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

02:28
all of these consumers are writing their ads on a 0 to 10 scale or 1 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 this year. And you know, some of the things that we'll discuss may surprise you guys a little bit more than it surprised me because...

02:56
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, we sometimes get in love with our own sauce, so to speak. Yeah, myopic. There we go.

03:25
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, you know, use of emotion, whether it's comedy, drama, sadness, use of social issues.

03:53
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. We saw a lot of these themes come out once again. Also, the use of nostalgia is a big one that we saw, but a lot of that does tend to overshadow the true brand story.

04:23
which as we start to take a look at these results, we'll see some of those common Superbowl themes overshadow the brand response and take away from that memory encoding and ROI for the brands that invested over five and a half million dollars in their spots in the Superbowl this year. So I'll round table this one. You know, it's funny how fleeting

04:51
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 in just your own periphery, either with 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

05:21
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, the Bruce Springsteen Jeep one kind of like went out, people were talking about it after like Thursday and at least in my feed on Twitter, Instagram, TikTok, but what I'm still seeing today is the OBS.

05:49
That one, for some reason, I keep seeing people talking about it, mentioning it. Facebook, TikTok, Instagram. That's kind of now the only one I see. So. Mike, but you know, I haven't had a lot of discussions with people since the day of the big game. It's funny bringing 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 Ascot Kansas, he got pinched for a DUI.

06:19
And that led ultimately, it was almost the excuse for yanking the spot. So he blew point O two, which is not Bruce. He took a little ride up to Sandy Hook, which entirely, you know, Sandy Hook is, you can see the city from there. It's a beautiful stretch of beach and Jersey. It's a federal park and a park ranger caught him doing a shot of tequila with fans.

06:47
It's notable because it was January, 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, used that as an excuse to yank the ad. When in point of fact, they were getting a lot of negative reaction.

07:15
It was a very polarizing act as we can all expect in this time of day. But I thought it was interesting that Chrysler said that's the reason, not because half the country hated the spot. It's because Bruce blew a 0.02 in the state court or federal court. Yeah. I mean, you have to be extremely careful and you bring that up now. I, there's a recent campaign that was released by P and G that features,

07:44
Chris Harrison from The Bachelor, who recently has had a little bit of a drum 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 got to be real careful about those characters as well. If he was talking, and I'm not going to get into supporting or not him or anything, but the irony was just that he was talking about cancel culture.

08:13
He got canceled he might eat right where it will serve very ignorant comments Given were his position, so I don't know anything he did with just the irony of him talking on cancer Well, you can watch you say buddy. Yeah. Oh, yeah. Oh, yeah. Yeah, I hadn't heard the Bruce Spring for the the 102 I mean that with the mouthwash I use exactly

08:41
I get pulled over every time, you know, I leave the house. I might be in trouble. I think, I think Josh brought up one, one key point too, is in terms of measuring effectiveness of advertisements, social is also a big signifier or a lot of brands use social as, you know, a, um, signifier of ROI after the Superbowl. Right now the quote unquote brand winners of the Superbowl were one Mountain Dew.

09:09
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 Oatly is gonna be something we talk about a little bit later here.

09:39
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 away, 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.

10:06
I even know what my brain is not supposed to be thinking is thinking about thinking. You know what's ironic? That spot was created in-house. No agency was involved. It is an old spot too. I was six years old. I didn't know that. I didn't know it was the CEO of you. Hey, I do want to get into, Tyler, let's talk about transitioning into the neuro side in contrary to AdMirror. How is the success, what's the process?

10:36
What is the measurement story for you guys for how all this kind of comes together? Absolutely. Yeah, and we're gonna start at the base here where much of the brain's processing occurs in the subconscious, right? So 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. The brain is an automatic.

11:04
device that is consistently firing in response to stimuli that you're exposed to. 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.

11:33
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.

12:02
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 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 six,

12:30
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.

12:58
We also measure emotional intensity, which is a measurement of how much people are experiencing emotion in the moment, which is an understanding of, 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 intentional measures, which help us identify

13:26
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 were exposed to throughout the day, you can't physically or evolutionarily remember every single thing you're exposed to.

13:53
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.

14:22
ads in general, correct? Absolutely, yep. And just out of sense, I 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 ad or average time period? I think that 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,

14:52
a typical moment where you're kind of in and out of, I think, paying attention to what it is. 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.

15:19
than 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 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 method of action or benefit you're gonna get from that product. Whereas a Super Bowl ad is gonna feature

15:48
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.

16:18
And the neuro state 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 detailed oriented response in the brain.

16:43
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 a 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?

17:11
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 of in the U S you know, with 96.1 million viewers this year. Right. So everybody is involved in this. So the context.

17:41
is also going to drive the emotion of the game. And we typically tend to see a higher emotional response to Super Bowl advertisements in 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.

18:11
And the next thing is the campaign itself. You have to understand 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 be more memorable than most ads in our database, but won't be memorable for the right reasons. The more memorable ads that drive branding,

18:41
are the ones that are going to be very brand focused. I love it. You know, you guys were ever going to do a commercial for yourselves and I don't know if that ever makes sense given how niche you are, but I always go back to the, this is your brain. Yeah. You're on drugs. Right. This is your brain on ads. Yeah. That's a freebie. Yeah. You guys can have that. I'm going to use that. And you need to, you should do like a, if you were going to do a TikTok video.

19:10
with an egg, you know? Yeah. But you have to think about what would be the analogy of the brain on that. I think it's the egg. That is the question every time I make eggs though. I think it's time to remove some of the drama. I'm really ready to get into where we landed. Are we ready to get into it Tom? Sure, absolutely. And I think to kind of start off, what I would like to do is share with you guys

19:40
how we were talking about how traditional research doesn't specifically line up with neuro research. So I'm gonna share with you guys a case study, a quick overview of an ad we tested 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 ad, a UK based brand at the time, which used a very,

20:11
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 most of our millennial plus viewers or listeners know the song, In the Air Tonight where Phil Collins has that

20:39
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, you 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.

21:09
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've 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.

21:37
The ad went won a Grand Prix Leon, 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.

22:06
despite those market research results. So that kind of goes to show one, like, okay, we see this disconnect between 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, the rest of what we're going to talk about as well. So when we focus in on our detailed 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,

22:35
we tend to see a few things when we look at the results for this Cadbury Gorilla ad. 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,

23:04
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 branding moment for Cadbury. Whereas, you know, traditional research was not able to show this, which shows that subconscious is that key driver.

23:32
for impacting sales and market. Did it run the US? Like, cause I remember seeing and reading about it being in the ad game, but I know it was a UK campaign and I remember seeing it in the US. No, it never ran there. Maybe because I love the world, I don't know which one it was, but. It ran in the show books, and that's why we're all familiar with it. It really though was quite an acknowledgement. What's interesting about this creative, and we'll talk about this a little bit more when we get to the Oatley creative, is

24:00
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, um, the song and dance plus branding. Um, 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. Um, and really.

24:31
given the knockoffs or the pretenders that came out, can't be replicated unless it's far enough in the rear view mirror that somebody picks it up again. You know, we had a sitting around there and it came from Bartle, Bogle, Haggerty, I think it was John Bogle, famous British eggnog. And then what he said was, and it's true of the industry,

24:57
Creativity is determined by the obscurity of your sources. Mm-hmm. You know, so I see. And I know we creatives are notorious for that, and the ad industry as a whole is kind of the epitome of imitation as a sincere form of flattery. Right, right. But you still have 3,400 celebrity commercials on every Super Bowl ad. Yeah. Exactly. Well, also. It's a formula.

25:27
And also with the same cadence as well. I think that's the thing is, you know, you, I, there are a lot of Superbowl ads that have, that came out this year that we'll talk about as well that, you know, maybe one, 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, cut scenes between like different situational things and thrown branding, you know, you've already lost people after.

25:55
you know, your third cut scene to your third joke. That's the same joke that you've been repeating throughout the 62nd piece. Um, you know, and then as we talk about the Amazon ad today as well, you know, Amazon has been very repetitive and their creative structure as well, which is. Again, just featuring a celebrity, um, in these different situations and you wear out the viewer by the time you get to branding and you can't effectively brand.

26:21
Well, again, I think we're ready to get in. 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.

26:44
So just to kind of tee it up, this Oatly advertisement was originally shot in 2014 in Sweden. It 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.

27:14
And, you know, as the Superbowl was kind of coming up and with ad sales being down for the Superbowl 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 it 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-released this one. And this, this ad was the lowest performer on the ad meter.

27:43
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, we'd love to hear some of your thoughts and just before we even show the results, we'd love to hear what you guys think of this advertisement overall. I thought it was a great placement being so unique.

28:12
And polarizing to where it's like sitting amongst all the other ads in the, during the super bowl, it just stuck out all the more. I think that's why people noticed it and hated it so much. But even, even every time I saw it mentioned, even if someone was hating it, someone would always be replying or like tweeting back or like commenting and saying, well, I actually loved it. And someone else would be like, why is this so stupid? And they would just continue on this long conversation about it. Yep.

28:40
And I saw people changing their mind, but like anytime, anytime you have a piece of content online that's being interacted with like that, like the algorithm is going to love it. They're going to try to get more people to get involved. So they're going to push that to the top. So you can kind of almost like, it was like needed to have some kind of, some kind of controversy or some kind of like something like if you're as not able to be talked about other than, yeah, I liked it. It was funny.

29:09
And it's not really like, it's not going to stick around on some media. Right. Yeah. I just want to know how many of us actually went out and bought Oakley. Oh, I'm already a customer. Is that yours in the fridge? Yeah. Are you sampling everyone's stuff? Oh, my, my almond creamer occasionally. I tried only that may have been a problem. And I think we watered it down.

29:39
We secretly replaced your creamer. Who did what? I mean, it's not like the luxury of it. Informal qualitative survey though, right? I went to the gathering at the Super Bowl and everyone stopped to watch it. Yep. And once, you know, listen, back to your point Tyler, in advertising, it used to go up and, you know, get coffee or do something else. Typically, at the Super Bowl, everybody stopped to watch the commercials.

30:08
Absolutely. Everybody to a person was like, God, that was stupid. There wasn't anybody that liked it. And it reminded me of the E-Trade commercial probably 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,

30:37
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, CEO want to be in it. Like I mentioned last week, I mean I knew it was. I knew there was intent in it being as bad as it was that it was on purpose or, and the fact of the matter is, I actually went to the store and was going to buy it that Square Rose, I didn't have it. And I was like, I was thinking about

31:06
Yeah. So it was worrying me. I was like, I got to try this. You know, my craziness of, uh, appreciating the marketing side of it. But, uh, but so I think about it, I haven't seen that ad since I don't watch a ton of TV. I watched enough news. I think I would've 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 Superbowl and you couldn't turn it. And so they knew it would resonate with you even seemingly perceived negative.

31:36
It was doing something that you brought. I want to see, I want to see how many, how many views it's gotten on YouTube. Right. I mean, sure. That's a great, 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, I've seen that there, there's search results or their searches have been up over.

32:03
at least 15 to 19% since the Superbowl, which is, you know, fairly, fairly massive considered considering like one the product, but to like that in comparison to some of the other brands in the Superbowl. 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 Superbowl from this advertisement.

32:33
Cool. So let's take a look at these results. So I think the one thing as before we 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 later understanding like what people are committing to memory. And the thing about this advertisement is the product focus advertisement. It's a little weird, little strange.

33:00
almost has a similar vibe to the Cadbury Gorilla advertisement, which is very song-based. But this features the brand more prominently. And then once we see branding throughout the ad, but also app and branding, it builds a big story for the brand. And people are like, oh, what the heck is this? No cow, this is an oatley. It works. It's so quirky, it works. So let's go ahead and play it.

33:29
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 story is 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.

33:57
Right? So when, when we have this Oatley end card, people are committing Oatley 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 Oatley advertisement. And that's what has staying power.

34:27
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 primarily in a way very similar to the Cadbury ad that we just looked at. Not surprised. Not surprised. I mean, you called it. Well, I just knew that it was such a departure from everything else you've seen. Right.

34:57
resonating in some way. Um, and I, I, I bet you for yourself, I just, it just seems like, Oh yeah. Cause we were, even though they're like, man, that commercial sucks. They're like, there are, the recall is there, so they're going to see that label in the grocery store, wherever it's available, recalls will be there. It's like, Hmm. It's kind of a, it's kind of that kind of product anyway, because you know, you're, you're like, you know, coffee and different, different things you put in coffee, that's a jump.

35:27
hot category I think anyway. So a new type of thing that you would never consider, you know like, I don't know, it's brilliant. So does that blow up reaching frequency? Because it's only run once. For all intents and purposes, unless you seek it out. Right? Yep. Sorry. Yep. No, absolutely. Go ahead. I was familiar with the brand beforehand, just because they spend most of their marketing budget behind stickers and t-shirts and posters.

35:57
coffee shops and so they they had always our work is coffee stop yeah like say no to milk or something they have like over the urinals at a shop down the road they have posters and said they'll put a notely ad anywhere these days they were already doing the irreverent I wonder if it gets into a

36:25
getting away from the mass branding of, you're not, they're not trying to make Oatley this big prestigious like brand idea. CEO just hanging out. He's like the energy of Oatley. We don't have milk. It's those. Well, I think you bring up an interesting kind of sidebar there when you're talking about, you know, trying to try not to make it a big prestigious brand.

36:52
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? 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 influencer say it's like Drake and State Farm.

37:23
versus the brand itself. And we'll see an example of this in the next time series that I'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 portraying or who's telling the story that makes a greater impact for the brand overall during end branding. Well.

37:50
I don't know. It's just purely by the amount of time we spent on them. I think we validated their strategy. Yeah, sure, absolutely. And look. What's number two on our list? This is actually paid for by Oatley. That's the rad cast. Brought to you by Oatley. Yeah, we got advertisers. Let's go. Yeah. 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.

38:19
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 montage-y. And by the end, the consumers wore out.

38:49
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 wanna be here anymore. So we're gonna 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 essential vampires. So by far, like I understand why he did well in this one.

39:19
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. So it's going to be one of those when you're listening, you need to go watch the YouTube.

39:45
you get the full aspect of watching the creative. But imagine that you're watching the Tracy Morgan rocket mortgage ad. So, I mean, those are two examples of one, where celebrity can overshadow everything, whereas featuring the brand in a way that puts the brand first allows you to tell a better story. Now, we've seen this multiple times. I'll just...

40:13
kind of shared 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.

40:43
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, 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.

41:13
Another ad from this year that did really well, but was number 44 on the ad meter was Pringles. Pringles just told a very cute, fun story. It was a fairly engaging story, but featured the brand in a way that put their brand front and center. And it was very important to them to put their brand front and center because they just went through a big rebrand. And they just rebranded it in mid-December. And that was actually very effective for them. Now people were able to see this logo.

41:41
front and center and see the new Pringles logo and the new Pringles branding. And we're able to remember it. So they did a really good job. The Superbowl was a success for them despite not performing well in the ad meter and was a success for Oatly despite not performing well in the ad meter, but was not so much for, you know, the big brands like Rocket Mortgage or Amazon, or say like an M&M's or others that invested a ton in their advertising as well.

42:09
and did not perform as well on our metrics. What's interesting is the weekend, you know, you did not get paid to do the Super Bowl. I've heard this. And most years, I was not aware of this back in the Super Bowl. Most of the time, the acts are unpaid at the Super Bowl. That was made with me, but it made sense to me because of the reach and awareness that they get for their performance. So there's no different here

42:38
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%. And you know, the best example of, you know, a happy medium between, say, celebrity and brand is an advertisement that we worked on.

43:06
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 Cella 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?

43:35
on average spends upwards of at least 20 to 30 million on advertisements considering like five and a half million, Super Bowl advertisements per year considering five and a half million per ad have at least six advertisements per Super Bowl. So within the Stella Artois ad, they feature Carrie Bradshaw walking out.

44:02
and you know they have the Sex and the City theme, Carrie Bradshaw flips her hair, she sits down and is asked in this restaurant whether she's gonna have the usual, the usual that being a cosmopolitan. Well she switches up the usual and orders a Stella Artois. Then it cuts to a big Stella Artois cut scene where we see very strong prominent response to the brand, to Stella Artois. Then the ad kinda cuts.

44:31
And then we see Jeff Bridges come in and it's another replication of the same, um, you know, kind of, kind of storyline, which is Jeff Bridges. Do you want to have the, the usual? He said, which is a white Russian. He says, no, I'm going to have a still art bar. Then, you know, um, all hell breaks loose. And then they feature the brand again and they're strong branding for Stella. And within this, um,

44:57
within this test that we were doing, we were looking at how they can feature Stella more prominently to increase their impact post-Super Bowl. And to use Neuro in our 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 away from the storyline itself. Now on the...

45:24
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 had 7.6 billion impressions. 418,000 social mentions.

45:51
because they're featuring the big Lebowski, the dude from the big Lebowski. It was the number nine most memorable brand in the Super Bowl and number nine favorite app. 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, is that not Tyler? Yeah, absolutely. Yep, yep. Any final thoughts, remember once we kind of close this out,

46:21
as I look at the impact of neuro in both the Super Bowl context and the context overall. How does it make you think Mike, a creative point, if you think differently about creating the ad? It makes me thirsty. I want a Stella. No, it makes perfect sense. And I looked earlier you made a right and left analogy too.

46:49
Josh and your final thoughts? Makes you kind of watch things differently and especially the thinking of like attention vampires. Like a lot of times it doesn't have to be a human to be an attention vampire. I think in the future, your future business model should be around how people's brain responds to listening to podcasts in a certain form. Yeah, right. Look, we've done some research on the podcast, bro. We can...

47:16
You know, give you some insights. I'll tell 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. Theater, theater of the mind. Right. Absolutely. A hundred percent, a hundred percent. It's awesome.

47:43
We really enjoyed this two part series with Tyler Lewis, Director of Finance Solutions at NeuroInsight. Tyler, where can everybody keep up with all things that we did this last week, but in case someone's tuning in this week, where can they keep up with everything with NeuroInsight? 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.

48:13
Thank you Mike and Josh. And you know where to find us. We're at TheRadcast.com and at The.Radcast.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'd really appreciate it. And go leave us a review at Apple or Spotify. Do us a solid.

48:41
Tell more people, leave us some reviews. And hey, here's the best news of all. If you wanna work with me directly, if you wanna get your business kicking ass, and you want radical or myself involved, you can text me directly at 864-729-3680. Don't wait another minute, let's get your business going. 864-729-3680, we'll see you next time.