0 System 1 and System 2 Archives - Mr Wolf - The Challenger Agency
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System 1 and System 2

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....

Is your System 1 telling you stories?

Can I borrow 1 mins 24sec of your life? – don’t worry all you have to do is click and watch a youtube video (and it’s kinda work, so you don’t even have to feel guilty about it!) [embed]https://www.youtube.com/watch?v=8FIEZXMUM2I[/embed] So, can you tell me what you saw happening? Apparently I’m like the vast majority of people (and I mean I’m like virtually everyone apart from unfortunate souls suffering from autism). I saw a rather aggressive large triangle who was being a bit of a bully. He was picking on a smaller triangle and circle, chasing them around. The smaller triangle and circle are friends. They’re a little intimidated but eventually help each other out so they can escape from the ‘bad’ triangle who ends up angrily smashing everything up when they have escaped. Did you see something like this? The interesting part of this is that it’s a brilliant demonstration of the amazing story telling ability of everyone’s System 1 thinking (I’m channeling my inner Daniel Kahneman here). But look again.  What I actually saw was just 2 triangles, a circle and a few lines moving around a page. But somehow I managed to imbue in these simple shapes characteristics we would normally only associate with people – bullying, fear, friendship, desire, anger (I even managed to decide the large triangle was male presumably because of an associative link I have between bullying and males!) The amazing part of this is once my System 1 had brought this narrative to my System 2 - and it accepted it - I didn't stop to consider an alternative narrative - one where all I was really seeing was (in)animate objects. This is the root of one of my favourite TV ads of all time – Ikea Lamp. Brilliant, simple story telling with a really rewarding end. So ask yourself, are you harnessing your audience’s System 1 to help you tell better stories? Tony [embed]https://www.youtube.com/watch?v=dBqhIVyfsRg[/embed]...