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

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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.

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#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

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@TheScienceOfAdvertisingShow

Follow the show on Instagram, Link in description.

#advertising #marketing #branding #adstrategy #scienceofadvertising #australianretirementtrust #heinekenchampionscup