The guest called it possibly the worst ad he has seen since before COVID. We also break down an ad that sold out in 45 minutes on zero paid spend. This week is all about brand partnerships, the ones that make you love both brands, and the ones that make you question both.

HOSTED BY
Jonathan Rolley, CEO of Undivided and host of The Science of Advertising.
The show is produced with Undivided, an independent media agency.
LinkedIn: https://www.linkedin.com/in/jonathanrolley/

GUEST
Kristian Curcio, Corsa Group,

In this episode, we break down brand partnerships across our three segments. First, an Adtopsy on the e.l.f. Cosmetics and Liquid Death collab, a beauty brand and a canned water company that had no business working together, and somehow nailed it with pure organic reach. Then a Brand Wars nobody expected: Westfund vs mycar, two ads built on skin cancer and sun damage, and only one of them actually sells the brand. And finally, a GOAT from the vault, the 1992 Yellow Pages Goggomobile ad that Australians still quote more than 30 years later.

CHAPTERS
00:00  Intro
00:48  Adtopsy: e.l.f. Cosmetics x Liquid Death
18:00  Brand Wars: Westfund vs mycar
37:28  GOAT: Yellow Pages Goggomobile

Subscribe for a new breakdown every week:  @TheScienceOfAdvertisingShow  

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#advertising #marketing #brandpartnerships #liquiddeath #scienceofadvertising

AI is now writing, casting and even acting in the ads you watch. The real question is whether any of it actually works.

HOSTED BY
Jonathan Rolley, CEO of Undivided & host of The Science of Advertising Show.

THIS EPISODE’S GUESTS:

Peter Pynta, Neuro Insights, one of the sharpest voices on how advertising actually works in the brain.

Kristian Curcio, founder of Corsa Group, who launched a national TV production company at 25 and defined the methodology behind more than 10,000 advertising campaigns.

In this episode we break down AI in advertising across our three segments. First, an Adtopsy on the Four Seasons campaign that used AI generated characters to represent STIs, an ad that split the room, one of us thought it was bold, the other thought it missed badly. Then a Brand Wars between Allianz and Budget Direct, two insurance ads leaning on AI, and why Budget Direct lands while Allianz leaves its branding too late to matter. And finally a GOAT breakdown of AAMI’s Rhonda and Ketut, and why those characters made such a lasting impact.

Subscribe for a new breakdown every week:  @TheScienceOfAdvertisingShow  
 
Follow the show on Instagram, Link in description. 
 
#advertising  #marketing  #branding #adstrategy  #scienceofadvertising #fourseasons #allianz #budgetdirect #rhondaandketut

The Australian Retirement Trust Blue Monster won the awards, won the attention, and got a whole category talking. So we asked the question nobody in the room wanted to: did any of it actually move members?

In this episode we break down the attention trap, why winning
attention is not the same as winning the customer.

This Episodes Guest:
Peter Pynta, a 28 year veteran of the media, advertising and research world. Peter has built consumer research and media insight units inside News Corporation, Nielsen, the Ten Network
and the Nine Network, and is a recipient of the Advertising Research Foundation's Great Mind Award. His work focuses on the question at the heart of this episode: how advertising actually
works, and how to make it more effective.

01:29: Intro

01:30: Adtopsy: Does the Australian Retirement Trust Blue Monster campaign prove that attention leads to member growth?

34:26 Brand Wars: Does VB or Heineken do a better job of converting attention into brand memory?

52:02 Breaking down the Heineken Ad, Cheers to all fans and reviewing the audience retention graph

01:13:00 Outro

Subscribe for a new breakdown every week
 @TheScienceOfAdvertisingShow  
 
Follow the show on Instagram, Link in description. 
 
#advertising  #marketing  #branding #adstrategy  #scienceofadvertising #australianretirementtrust #heinekenchampionscup

Join Jonathan Rolley and our guest, Dr. Jarrod Cooney Horvath, as they discuss the ins and outs of using Narratives in advertising, why Mudslinging is rarely a good idea, and how to use  Distinction Bias to show the difference between your brand and the competitor. 

Today's ads we will be reviewing: Get Mosh - Hair-loss, ALDI - Supermarket Whistleblowers, Grill'd - No Secrets, and the original Got Milk? ad from the USA.

Ladbrokes | Aussie Home Loans VS Athena Home Loans | Tourism Australia

On today's show, we'll take a look at a new release from Ladbrokes — the betting company with some star power. Next up is Compare The Pair where we look at how two competing home loan brands are advertising and Pros and Cons to both. We are finishing today's episode with a look at a prime example of Long Term Branded Assets with Tourism Australia's "Where the Bloody Hell are you?" campaign. 

Centr | NHS vs Australian Government - Department of Health | Metro Trains & Dumb Ways To Die 

On today's show, we'll take a look at a new release from Centr—the fitness app from Chris Hemsworth's team. Next up is Compare The Pair where we look at COVID-19 vaccine campaigns from the UK's NHS vs the Australian Department of Health. We are finishing today's episode with a look at a prime example of acoustic encoding from Metro Trains & Dumb Ways To Die.

***

The Science of Advertising Show

Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.

Subscribe to our channels and give us a follow on LinkedIn - we would love to connect! 

YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA 

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Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==

https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/

***

If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/

EXCLUSIVE INTERVIEW - ATHENA HOME LOANS 

The team at Athena Home Loans do business VERY differently and have managed to become one of Australia’s fastest growing brands

In our newest segment ‘BEHIND THE BRAND’ on the Science of Advertising Show, we dive into how Athena used research to get ahead

And how being different, while risky, can be the exact thing your ideal customers are seeking

Check out Athena Home Loans: https://www.athena.com.au 

***

Welcome to The Science of Advertising Show. The show where Jonathan Rolley, Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behavior.

Watch or listen as we discuss the marketing brilliance behind Athena Home Loans in an exclusive Behind The Brand Episode of The Science of Advertising Show: 

Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwc

Apple Podcasts:  https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==

Subscribe to our channel and give us a follow on LinkedIn - We would love to connect! 

https://www.linkedin.com/in/jonathanrolley/ 
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/

***

If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/

Coca Cola | David Jones vs Big W | Coca Cola - 'Bottles of happiness'

On today's show, we are talking all things Christmas and advertising! We'll take a look at Coca-Cola's new release and then re-visit a Classic Creative from their archives. We've also got two retail giants facing off with David Jones and Big W in Compare The Pair. 

***

The Science of Advertising Show

Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.

Subscribe to our channels and give us a follow on LinkedIn - we would love to connect! 

YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA 

Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwcsi=_7_vknwBSKWZX_UrufjMFQ

Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4

Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==

https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/

***

If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/

Kennards | Uber Eats vs Menulog | Old Spice 

On today's show, we take a look at a new release from Kennards Hire with 'Wherever, Whatever, Whenever'. Next up the two food delivery giants—Menulog and Uber Eats, battle it out in Compare The Pair. Lastly, we bring you an all-time, game-changing Classic Creative from Old Spice. Strap yourselves in for a huge episode! 

***

The Science of Advertising Show

Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.

Subscribe to our channels and give us a follow on LinkedIn - we would love to connect! 

YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA 

Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwcsi=_7_vknwBSKWZX_UrufjMFQ

Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4

Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==

https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/

***

If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/

R.M. Williams | Trump vs Biden | Apple

On today's episode, Hugh Jackman bares all in a new release from R.M. Williams. It's ELECTION DAY this week on Compare The Pair and we have Trump vs Biden's campaigns up against each other. Ending today's episode we go back to the first-ever commercial designed specifically for the Super Bowl with Apple's release of Macintosh.

***

The Science of Advertising Show

Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.

Subscribe to our channels and give us a follow on LinkedIn - we would love to connect! 

YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA 

Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwcsi=_7_vknwBSKWZX_UrufjMFQ

Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4

Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==

https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/

***

If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/