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Deceive your intuition

When an ad is direct enough to tell you to ‘pay attention’, there's no doubt some ad-trickery at play.  And in this clever piece of content from Skoda, there most certainly is.   https://www.youtube.com/watch?v=qpPYdMs97eE The simple act of directing the viewer's concentration solely to to the car, effectively forces System 1 to activate System 2. As a result, System 1 completely misses a whole raft of relevant context that ordinarily it would have picked up. Of course, this technique isn't new. Transport for London adopted a similar technique for cyclist awareness some years ago. And this, in itself, was based on research into intuition deception by Simons and Chabris. https://www.youtube.com/watch?v=pTv4yD6BKlA However, the success of this content idea spawned a sequel that was equally successful - in terms of shares, likes and message takeout: https://www.youtube.com/watch?v=ubNF9QNEQLA The key learning here is that System 1 largely manages to tune out from advertising - unless something happens that truly engages, or trips System 2 into action - which is exactly what's happening here. Advertising that truly makes you think. Genius stuff....

“Show me the money”

  Source: www.worldpayzinc.com/tech-wealth/ Apart from slightly macabre joy of watching just how quickly big global companies rack up the dollars - quite a lot of them out of my own pocket! - this is a beautifully simple demonstration of the power of clever presentation when it comes to data. worldpayzinc.com have taken something that is outside of our normal ability to comprehend what it really means - like Apple generating $171Bn in sales in 2013 (apparently it's to do with having no readily available mental reference points for numbers of that scale) and made it tangible and accessible by showing us how much money the global uber brands are generating every second. And making the data more accessible allows us to see new things.  Like Google aren't anywhere near as dominant as I think of them.  And how much money and profit Microsoft is still generating.  Also how relatively small LinkedIn and Twitter remain as they struggle to fully monetise their offerings and how the decline of Sony is not only restricting revenue but also relative profitability - normally the strength of more aspirational brands. But the biggest thing this brings into focus for me is how well Samsung have done in turning around their underdog brand status.  Sure, they've still got some way to go in terms of profitability in comparison to Apple, but their clever products and marketing are generating 25% more revenue than Apple. Good work worldpayzinc...

Amazeballs (literally).

There's not much to say about the awesome new campaign from Nike Football.  Other than it's an amazing commercial.  One point worth noting though, no where does is there any mention of the World Cup tournament.  And this is deliberate. Nike are not an official sponsor, Adidas are.  Not that it matters though, as Nike will no doubt be perceived to be the/a sponsor off the back of this campaign. Head to Nike.com to see how they've taken the grassroots, 'winner-stays-on' insight into an activation idea for the global stage.  Epic.  ...