A Hollywood actress, a betting app almost nobody had heard of, and an ad that broke the internet. Sydney Sweeney, reportedly with equity in the business, fronted a campaign so controversial that fifteen sportswomen publicly came out against it, and it worked. The app shot up the download charts and the whole internet argued about it for a week. We break down why the outrage was the strategy, with a CMO who has spent 30 years behind the brand.

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
Jason Verstak, GM Marketing at Newfurn Floor Coverings, with more than 30 years in marketing.

In this episode we get into the Sydney Sweeney betting ad that everyone is talking about. Why a tiny challenger brand put its entire budget on one big, divisive bet to break a US duopoly. Why upsetting the people who were never your customer is what fuels the fame, 71 percent of the market is young men, and the outrage from everyone else is free press. Whether Sweeney evolves into a long term ambassador or it is a one off sugar hit. Then a flooring Brand Wars, Choices Flooring versus Frank Walker National Tiles, prediction break versus problem and solution. A telco war between Dodo and Superloop. And a GOAT that is one of the best ever made, the Bud Light swear jar ad that won an Emmy and never aired, a masterclass in prediction break and humour.

CHAPTERS
00:00 Intro
01:31 Adtopsy: the Sydney Sweeney betting ad
17:17 Brand Wars: Choices vs Frank Walker National Tiles
31:00 Brand Wars: Dodo vs Superloop
36:00 GOAT: the Bud Light swear jar ad

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#sydneysweeney #advertising #marketing #adbreakdown #scienceofadvertising

Ten years ago, your brain needed 2.5 seconds to remember an ad. Out on the street today, a billboard gets about one second. So what can you possibly fit in one second, six words, a brand, a sale, or nothing at all? This is Ads in the Wild, powered by The Science of Advertising. We pull a dozen real billboards straight off the streets, count the words, hunt for the brand, and at least one of them is going to fail.

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:
Josh Gurgiel, who runs creative for the biggest outdoor network in the country, and has spent years on what makes a billboard stop you or slip past you.
LinkedIn: https://www.linkedin.com/in/josh-gurgiel-54538347/

In this episode we get into the real rules of outdoor. The one second rule, and why six words or less is the difference between remembered and invisible. Why the best move is almost always to subtract, not add. How the greats use a single hero image instead of overselling, from Uber Eats to Specsavers. Why irreverence and contextual placement, Koala, IKEA, and the famous look up billboards, turn a static poster into something people photograph and share. And why the sharpest outdoor work is really just public art, sponsored by a brand.

CHAPTERS
00:00 The one second rule
00:54 From lawyer to outdoor
02:54 Why dwell time changes everything
06:35 Uber Eats: one idea, many executions
14:01 The urge to overcomplicate
18:49 Six words or less
21:18 What grabs attention in the wild
23:41 Use the hero, don't oversell
26:52 Specsavers: stopping you in your tracks
29:23 Koala: irreverence in public space
34:39 IKEA and contextual placement
45:48 The rules worth breaking
53:39 Public art

Subscribe for a new breakdown every week: @TheScienceOfAdvertisingShow

Instagram: https://www.instagram.com/thescienceofadvertisingshow/

#advertising #marketing #outdoor #billboards #scienceofadvertising

Your brain cannot feel a number, but it can never forget a wave. That one flaw in how we think runs through everything this episode. We autopsy the craft behind a political ad that turned a debt figure into a tsunami of red ink, look at a bold US political stunt, referee a war between two vitamin giants fighting over your feelings, and break down the celebrity playbook that built an empire. Not the politics, the craft.

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

GUESTS
Alex Newman, co founder of Super Solid.
Peter Pynta, Neuro Insights, who reads real brain activity second by second while people watch ads.

In this episode we break down why feeling beats fact. An Adtopsy on the Fix Victoria campaign, a purely craft focused look at why a tsunami of red ink is unforgettable while a debt statistic is not, the claims are the campaign's own and the government disputes them, we are here only for the technique. A Brand Wars between Blackmores and Swisse, same shelf, same shoppers, opposite strategies, and why beautiful production does not always build a brand. And a GOAT on Swisse's own playbook, how leveraging an Australian cricket captain's trust, Ricky Ponting, through consistency and novelty and a clean promise and proof structure built an empire, plus why celebrity advertising is one of the highest risk games there is.

CHAPTERS
00:00 Intro
01:18 Adtopsy: the Fix Victoria ad
15:20 A bold US political stunt
21:11 Brand Wars: Blackmores vs Swisse
38:44 GOAT: Swisse, Ricky Ponting and the celebrity playbook

Subscribe for a new breakdown every week: @TheScienceOfAdvertisingShow

Instagram: https://www.instagram.com/thescienceofadvertisingshow/

#advertising #marketing #adbreakdown #neuromarketing #scienceofadvertising