Introducing FeelMore Ad of the Moment

Hi friends, my name is Evan Werdal, a Marketing Associate here at BrainJuicer, and I help coordinate the FeelMore50™ ranking each year. I’ll be guest posting periodically on anything advertising – the good, the bad and the ugly – in the lead up to FeelMore50™ 2016.

As some of you may know, the FeelMore50™ is an annual ranking of the most effective (read: emotional) ads from around the world. We mine award winners – think Cannes, Effies, Epica, Spikes, Jay Chiat, – industry publications, and monitor the Unruly Viral Video chart to compile a list of spots from 6 of the 7 continents. We test ads year round in preparation for the big launch in January. This year we’ve decided to present great ads as we test them –  these “Ads of the Moment” are emotional winners that are sure to make the next iteration of FeelMore50™. Our first Ad of the Moment is Android and Droga5’s  “Friends Furever”.

This popular spot featured in Adweek Ad of the Day, amongst other “best of” type charts, evokes nothing but happiness throughout its 62 seconds, and is even peppered with hints of nostalgia, thanks to its soundtrack – a perfectly appropriate “Oo-De-Lally” by Roger Miller. Lacking any voiceover whatsoever, the visuals and music do all the talking. I think the spot demonstrates the incredibly cliché (but true) rule of thumb, less is more. Even the song itself is a study in minimalist songwriting, it’s just acoustic guitar and Miller’s voice, allowing the tenderness of the tune to shine. In fact,“Oo-De-Lally” was actually originally used for the soundtrack of 1973’s Robin Hood produced by Disney – like I said, it’s a perfect choice for this spot. It’s no wonder why it scored a 5-Star rating with an EiA of 84.54. Droga5, Android’s creative agency, did a great job of presenting what could be seen as a safe concept in an entertaining and certainly enjoyable way.

Oo-De-Lally

The ad’s effectiveness is in its simple, powerful message as well as its emotional appeal. “Friends Furever” foregoes harping on any sort of USP or brand differentiation, instead opting for a UHT (Universal Human Truth), evident in the ad’s tagline, “Be Together. Not The Same.” The unlikely friendships featured in the spot undoubtedly illustrate the virtues of togetherness, leaving you with that warm and furry, err – I mean, fuzzy feeling.

FeelMore Ads of the Moment are tested using ComMotion ®, our award-winning proprietary ad testing tool: the only major ad testing product to use emotion as the foundation of its model. To learn more about emotional advertising and our methodology, contact BrainJuicer.

Emotions From The Inside Out

New Pixar movies are always worth checking out. But this year’s offering, Inside Out, looks especially interesting and relevant. It’s the story of a girl, but really it’s the story of the emotions inside her head that guide her behaviour – joy, disgust, fear, sadness and anger.

Judging by the trailers, Inside Out will be hilarious. What’s more, it’s based on a true story. We really are emotionally driven creatures, using our feelings to make better, faster decisions all day, every day. And that emotional cast should look familiar, too: it’s five of the seven basic emotions identified by psychologist Paul Ekman as being common to every culture. The only ones missing are Surprise – which quickly resolves into other emotions anyhow – and Contempt, and judging by the look on her face Disgust will be playing a dual role there!

Ekman’s work on identifying and understanding the seven basic emotions – happiness; surprise; anger; fear; disgust; sadness and contempt – go back decades. What’s really surprising about him is how well his ideas have lasted. After all, he hasn’t been without challenges. Like everyone whose theories become successful, Ekman has found himself a target for younger psychologists and researchers looking to make their name taking him down.

Getting emotion right is critical to understanding how to communicate and market better – because most of our decisions are made with our fast, emotional, System 1 brains. So it’s worth taking a little time to understand the main challenges to Ekman.

Because rather than invalidate his work, most of them make it more useful. Continue reading

The Innovation Imperative in an Age of Accelerating Marketing Change

Today’s blog post is by Susan Griffin, CMO.

Recently, a group of about 300 mostly client-side marketers gathered by the shores of Lake Monona in Madison, Wisconsin for the 25th annual Brandworks University, the brainchild of Marsha Lindsay, founder of LSB (Lindsay, Stone & Briggs).

Brandworks UniversityMany were multiple-repeat attendees and even speaker alumni who have come back for years. Is it a cult? A club? A new kind of continuing education? There was no certification, no paper competitions, no awards, but there was Latin homework, a falling Trojan Horse, stand-up comedy and lots of case studies on how marketing responds to disruptive innovation.

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The Juice on Innovation

We are extremely proud to announce that – for the fourth time in a row – we’ve come top of the GRIT Survey’s “Most Innovative Supplier” poll. By a considerable distance, and however you cut the data, BrainJuicer have again been voted research’s most innovative company.

GRIT-50-Logo

This is, obviously, amazing, and we’d like to thank everyone who voted for us in the survey, and the clients who give us the freedom to do interesting and new work and who make it worthwhile. The GRIT Survey matters more to us than most awards or pieces of acclaim for two big reasons.

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Sex, Lies, And The Ballot Box

Sex, Lies And The Ballot Box (Biteback Publishing, edited by Philip Cowley and Robert Ford)

There’s a saying in market research – if something’s interesting, it’s wrong. Sex, Lies And The Ballot Box, a collection of short essays on polling and electoral science published in the run-up to the 2015 UK election, goes some way to prove it. It’s impeccably sourced, written by experts, and packed with relevant data. In other words, it’s hardly ever wrong, and very useful. But a lot of the time it’s not quite as interesting as you’d like it to be, either.

The last few decades have seen plenty of attacks on “homo economicus” – the rational, considered, decision-maker – as the baseline for theories of economic (and consumer) choice. His cousin, homo politicus, has not had an easy ride of it either. We’ve known for decades that image and emotion matter a lot in politics – for instance, that the same policies will be rated well or badly on purely partisan grounds. In Cowley and Ford’s book, there’s an entertaining example showing that former Downing Street Cat, Humphrey, became far less adorable to Labour voters when described as “Thatcher’s Cat” and to Tories when called “Blair’s cat”. The associating machine of System 1 is more powerful than mere cuteness. Continue reading

Emotion: The ‘Go’ Signal for Car-Buying Decisions

Today’s blog post is by Chris Jones, Head of Juice Generation. 

Historically, our industry has assumed that to influence behaviour, you need to communicate a message to persuade people of a product’s superiority, and that if you do, people will make a logical decision in its favour. But the knowledge from Behavioural Science is showing us that when we’re confronted with a decision, we don’t ask ourselves a difficult question, ‘what do I think about this?’, but instead ask ourselves an easier question, ‘what do I feel about this?’.

mph

And this pertains as much to the automotive sector as it does to any other area of our lives, and the following few paragraphs will, I hope, illuminate this with some real examples.

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The Anatomy of Humbug (Pt. 3) – Drawing (System 1) Conclusions

In Pt. 1 and Pt. 2 of our review of The Anatomy of Humbug, we took a look at the history of Salesmanship Theory and Seduction Theory. But in the past century, other models have been proposed – and Paul Feldwick’s given them their due recognition here. Who were the main proponents of these models, and how did they contribute to our modern take on advertising excellence?

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In our final review post, we unpick part three of Feldwick’s book – how other models of advertising are believed to work – and draw our own conclusions.

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