Most ads today are a waste of money, and not because the work is bad. Some of it is brilliant. The problem is that good was never the job. Being remembered was. In this episode, we get inside how that actually happens, with the rare treat of a CMO breaking down his own campaign.
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: / jonathanrolley
GUESTS Matt Farnham, Head of Marketing at Heartland Bank Australia, the marketer behind the campaign we break down. Peter Pynta, Neuro Insights, on the memory science of what makes an ad stick.
In this episode, we break down three ads across our segments. First, an Adtopsy on Heartland Bank's reverse mortgage campaign, with the CMO who built it revealing the brief, the customer insight, and why they led with data over creative. Then a Brand Wars in auto, Toyota RAV4 vs Honda, and why one brand makes you wait too long to even know it is a car ad. And finally, a GOAT from the vault, the 2010 Jeep ad, a masterclass in using a soundtrack to build brand memory without letting the song swamp the brand.
CHAPTERS 00:00 Intro 00:54 Adtopsy: Heartland Bank reverse mortgage campaign 14:40 Brand Wars: Toyota RAV4 vs Honda 32:20 GOAT: Jeep, 2010
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