Advertising

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13.06.2017

Battle of the Supermarket Love Stories

In a move away from product-pushing and pricing wars, French supermarket giants Intermarché and Monoprix have made the move into Feeling. Using the classic boy meets girl love story template, the brands’ new 3- and 4- minute spots are more short film than classic ad.
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05.06.2017

Why It's Christmas in June for UK Ads

Happy Christmas to all our Readers! Plenty of creatives and planners are having to do, looking to hit exactly the right emotional note to delight and inspire the British public.
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04.05.2017

Introducing Fluent Devices

Fluent Devices help solve one of the great problems of emotional advertising – how do you build on the success of a blockbuster 5-Star ad and make sure your next commercials are just as strong? Find out in this blog post.
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06.02.2017

How To Have A Great Super Bowl Debut

Super Bowl debutants have a big job to do. They have to hold their own against some of the biggest brands on the planet, and they have to introduce themselves to a super-size audience for the first time.
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06.02.2017

The End Of Sadvertising: Super Bowl LIVE Ad Test – Third Quarter Report

In recent years, a pillar of Super Bowl advertising has been the sentimental ad. Usually – but not always – built around telling a moving story, sentimental ads work by tapping different types of happiness – awe, joy and particularly uplifting emotion. They also often toy with negative emotions, and if they resolve those feelings of sadness into happiness, such ads can be highly emotionally dynamic (which tends to mean better sharing and interaction rates).
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06.02.2017

Year Of The Celebrity Ad?: Super Bowl LI LIVE – Half Time Report

Emotional advertising isn’t all about emotion – while Feeling is the thing advertising does best to build brands, advertising is also a great opportunity to build Fluency. What is Fluency? It’s making your brand easier to recognise, easier to process mentally, and easier to choose quickly. You build Fluency by creating and using what Professor Byron Sharp calls “distinctive assets” – anything that brings your brand quickly to mind. Logos, slogans, songs, shapes, even colors can be distinctive assets.
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03.02.2017

Emotion + Culture = Prosperity!

Adorable snowmen, woolly hats and scarves, and a heart-warming story of togetherness… this ad from China could be a typical Western Christmas-themed ad. But the fireworks might give you a clue that this Coca-Cola commercial is something a little different.
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02.02.2017

Super Bowl Ad Testing: WHY We’re Testing Every Ad LIVE on Sunday

It’s almost time for Super Bowl, which means it’s almost time for our groundbreaking LIVE testing of every Super Bowl ad. As you might have heard, we’ve teamed up with ZappiStore to test the ads in real time. During the match, our Facebook page will be hosting several five-minute live webcasts bringing you up to date on each quarter’s best performing ads (and maybe even a bit of game-appropriate content too..!). Meanwhile, we’ll be posting results as they come in on our Twitter, and writing analysis right here on the blog.
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23.01.2017

Super Bowl Ad Testing: Live Like You’ve Never Seen It Done Before!

Everyone’s excited to watch the Atlanta Falcons and New England Patriots battle it out on February 5th to decide who will be crowned Super Bowl LI Champs. But that’s not all we are excited about. We also tune in to see which brands will leave us talking about their advertising the most. Who’s going to make us LOL, smirk or even cry, we will find out in a few short weeks.
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