Understanding the Neurological effect in Super Bowl Ads: How did the Super Bowl Ads Really Play Out?

 You're listening to The Radcast. If it's radical, we cover it. Here's your host, Ryan
 Alford. Hey guys, what's up? Welcome to the latest edition of The Rad. It is our part
 two, in a two part series on the impact, on the impact, excuse me, of Nuro and Super Bowl
 and all things rainy stuff with our very own tower, Lewis Director of Fine Solutions
 and our own site. And I'm just taking the liberty there on our very own. That's like
 everybody to have a tower. But he is with Nuro's site. It's great to have you again, Tyler.
 Hey, happy to be here and happy to be considered part of the family.
 You are part of the family, especially having to fool or look apart in the background
 for anyone who wants a video. We were talking for you episode about getting up there and
 sharing a Scotch. Maybe you'll want to leave that so we're going to make that happen
 when things come to life. But we also have here with us the creative director at Radical,
 my question, Mike. Welcome to the show again. Thank you for being here.
 And Josh. Yeah, excuse me. Josh, on our digital media manager here at Radical,
 Josh Hill. Good to be here. Even your very own host is a lot of attitude that we're
 talking about in that increasing 120 shows plus now. Even my brain has a freeze every now and
 then. But Tyler, I'm really looking forward to it. We've been anxious to look at the results
 from Super Bowl. We talked last time about the impact of advertising and how we've traditionally
 viewed quote unquote success of a bad Super Bowl. And the somewhat arbitrary notion of,
 ones we like, you don't like the focus groups of one is we like to call it. And then of course,
 the old ad meter. But we're pretty anxious, man. I know you were not giving away just yet. But
 were you can you answer this much? Were you surprised by any of the results we talked about today?
 Absolutely. I think one of the things we touched on a little bit last week and that we'll expand
 on this week is the fact that the ad meter within the industry, especially in the brand supply,
 is usually the advertisers Super Bowl rating system, right? They want to know how all of these
 consumers are rating their ads on a zero to 10 scale or one to 10 scale. And typically what we tend
 to see is ads that perform high in the ad meter typically don't perform well neurologically.
 So in terms of my level of surprise, I'm not surprised by what we see because we see a
 similar trend this year. And you know, some of the things that we'll discuss may surprise you guys
 a little bit more than it's surprised me because you know, we typically are going to be seeing
 the best performing ads on ad meter show fairly low memory encoding for the branding and vice versa.
 Well, that's somewhat surprising but not surprising. I think it's in the ad role that we live in,
 we sometimes get in love with our own sauce. So it seems like it's hard to tell. Yeah, my
 topic. There we go. Mike, I think sometimes we fall in love with our own ideas. Yeah, but what
 seems funny or interesting or as a celebrity, we think is exactly what's going to stick in the
 brain and be resonant, but that's not always the case. Exactly. And you know, the
 early common theme that we tend to see within the Super Bowl is no use of emotion, whether it's
 comedy, drama, sadness, use of social issues, say things like, especially this year, COVID-19,
 or political issues that were generally avoided for the most part, the use of animals,
 comedy, with those animals, use of celebrity, which usually will tend to overshadow the brand
 itself and athletes in general. You know, we saw a lot of these themes come out once again,
 also the use of nostalgia is the big one that we saw, but you know, a lot of that does tend to
 overshadow the true brand story, which as we start to take a look at these results, we'll see some
 of those common Super Bowl themes over shadow, the brand response and take away from that memory
 encoding and ROI for the brands that invested over five and a half million dollars in their spots
 in the Super Bowl this year. So I'll round table this one, you know, it's funny how
 leading ads and everything is, you know, we kind of move from one thing to the other really quickly.
 But for everyone, have you seen either in just your own periphery, or with through social,
 or through seeing the ads again, or any discussion, amongst friends, or others? Has there been any
 kind of commentary over all observation like post Super Bowl, did you have these campaigns?
 Yeah, on social media, there's always the like the day after you're going to see a lot of talk
 and then it's going to trickle out and then you always see like maybe two or three ads actually
 like continue to be talked about. And that's all of the reverse-racing Jeep one kind of like
 went out. People were talking about it up through like Thursday and at least in my feeds on
 Twitter and Instagram, TikTok. But one of them still saying today is the OBS.
 That one for some reason, I keep saying people talking about it and mentioning it.
 Facebook, TikTok and Instagram, that's kind of now the only one I've seen still.
 By the way, you know, I know those special people since the day of the big game,
 it's funny to bring up Bruce because I don't know obviously the world knows now that
 a week before he flew out to the F.E. where everyone was shooting the commercial for ask a
 chance. He got pimps for D.Y. And that led ultimately. It was almost the excuse for yanking the spot.
 So he blew point O2, which is not Bruce. Bruce, he took the early to blow right up to Sandy Hook,
 which, you know, Sandy Hook is, you can see the city from there. It's a beautiful
 stretch of being in Jersey. It's a federal park. And a park ranger caught him doing a shot at
 a kilo with some fans. It's notable because it was January who's riding his car and trying.
 So I commend him for that. But he blew point O2, which outside of the park, he is fine.
 Right. But in the park, he got a D.Y. And apparently, Chrysler used that opportunity
 to use that as an excuse to yanking the ad. When it point, in fact, they were getting a lot
 of negative reaction. It was a very polarizing ad as we can all expect in this time of day.
 But I thought it was interesting that Chrysler said that's the reason. Not because
 half the country hated the spot. It's because Bruce blew point O2 and stayed for
 or federal. Yeah, I mean, you have to be extremely careful and you bring that up now.
 There's a recent campaign that was released by PNG that features Chris Harrison from
 the bachelor who recently has had a little bit of a drum in his life too. And they had to yank
 that right away. It was ironic. The day that that ad was supposed to be released was the day
 that he also had some controversy in his life. So, you know, he got to be real careful about
 those characters as well. And he was talking and I'm not going to get into supporting or not
 him or anything. But the irony was just that he was talking about cancel culture. And he got
 canceled. He might be probably worried. Well, there are very ignorant comments
 at given for his position. So I don't know anything. He did just the irony of
 of him talking on cancel. Like, what do you say, buddy? Oh, yeah. Oh, yeah. I hadn't heard
 the Bruce Spring things for the point O2. I mean, I might get that with the mouthwash. I
 used to laugh. Exactly. I mean, I got pulled over every time, you know, I'll leave the house.
 I think Josh brought up one key point too is in terms of measuring effectiveness of
 advertisement. Social is also a big signifier. A lot of brands use social as, you know, a
 signifier of ROI after the Super Bowl, right? Now, the quote-unquote brand winners of the Super Bowl
 were one Mountain Dew and two Pepsi, two PepsiCo brands. Well, if you look into it, Mountain Dew
 had a competition to within their ad asking consumers to tweet the number of Mountain Dew cans
 or bottles they saw within the advertisement. And they had a chance to win a million dollars.
 Now, the question is, is that a long lasting impact for Mountain Dew or is that just a flash in
 the pan? And I think what Josh brings up about Oatley is going to be something we talked about a
 little bit later here about that longevity of emotion, that longevity of driving memory and
 putting for your brand that even though this ad not to give too much away, this Oatley ad was
 commonly criticized for being the worst creative and the entire Super Bowl, it does have long
 lasting power. Yep, as your host, uh, might have suggested last week to have a
 been doing this ad this too long. I even know what my brain is not supposed to be thinking,
 is thinking about thinking. You know what I'm talking about? The best spot was created in house.
 No agency. There's a lot here. About six years old. I didn't know that. I didn't know
 was the CEO of you. Hey, I do want to get into, uh, Tyler, let's talk about, um, you know,
 transitioning into the neuroside, you know, in contrary to ad behavior. So, what, how is the
 success? What's the process? What is kind of the measurement, um, story for you guys or for
 how all this kind of comes in? Absolutely. Yeah, and we're going to start at the base here where,
 you know, much of the brain processing occurs in the subconscious, right? So, you know,
 we have about 90% of our processing is going to happen in this unconscious mind that we can't
 directly pull out after seeing an advertisement or even while we're watching something. You know,
 the brain is an automatic device that is consistently firing in response to stimuli that you're
 exposed to, right? The other 10% is conscious processing, which is things that you can measure with
 recall or things that you can measure with asking people questions or surveys.
 Well, we specialize in, and what we do is we measure brain response with the headset
 that is patented and unique to neuroinsight that can look at the
 key or the different parts of the brain that are more or less active on the surface of the brain
 and correlate that to specific neurotrics that have been identified to be important for
 understanding how people are actually processing the content that they're exposed to.
 So, we measure a few key metrics that are important for this processing. Everything revolves around
 what we call memory encoding. Now, memory encoding is a measure of what is actively being laid down
 into memory. And memory encoding is broken out into two different parts. One is measured in the
 left hemisphere of the brain, which is called detail memory encoding. And that's memory encoding for
 details, call to action, very detailed oriented things. It's very straightforward.
 Global memory encoding is more of an emotional memory encoding that allows us to measure
 how people are responding to big picture themes. And this is measured in the right hemisphere of
 the brain. So, going back to say six great neuroscience or six great science, really not neuroscience,
 understanding left brain versus right brain things. This is what we're measuring here.
 In addition to that, we have some diagnostic measures that help us kind of paint the whole picture
 of how people are responding to things that they're watching. Now, we're looking at things like
 approach with draw, which is a positivity or negativity of emotional response, whether people lean
 in or lean out from things. We also measure emotional intensity, which is a measurement of how much
 people are experiencing motion in the moment, which is an understanding of or a multiplier for
 that approach with draw response. Another thing that's fairly important to us is engagement,
 which is a measure of how engaged people are and also how relevant content is to the consumer
 or to that target demographic. And then we have intentional measures, which help us identify
 how much attention people are paying to the content in real time. Now, all of this is measured
 on the second by second basis, which allows us to paint a dynamic picture of how people are
 responding to that content as they see it. Because if you think about any movie that you've seen or
 anything that you were exposed to throughout the day, you can't physically or evolutionarily
 remember every single thing you're exposed to. So, this allows us to identify those moments that
 are going to stick out in users' minds or consumers' minds and then optimize against those elements
 to understand whether or not one branding is going through and then use those key elements to
 drive branding through to consumers. So, to be clear, we're talking through the lens, the
 Super Bowl ads. But in everything you just stated is universal to how you guys measure ad
 engine for that. Absolutely. And just try to, since I've asked that question, randomly speaking,
 you guys have been doing this long enough in comparison. Is there differences in how the
 brain responds to Super Bowl ads versus any other type of ad or ad? Absolutely. I think that
 would drive some, you know, the symbols of where you are, how you are, and how attentive we are
 to the ads compared to, you know, a typical moment where you're kind of in and out of I think paying
 attention to what it is. Absolutely. Absolutely. Context is super important. And I think it all starts
 with, you know, first of all, looking at the power of the creative and the amount of money that's
 being invested into Super Bowl advertisements. I think Super Bowl ads and just generally Super Bowl
 ads are just garnering more investment than, you know, your typical everyday advertisement.
 So there's much higher production quality, which leads to a different type of response to that
 type of content. For example, if we're watching TV, you know, right now, you would see an ad that's
 probably fairly product focused, doesn't really feature any celebrities and is focused on, say,
 the tide bottle or whatever, like method of action or benefit you're going to get from that product.
 Whereas the Super Bowl ad is going to feature, you know, a celebrity director potentially,
 a celebrity in the ad, you know, a lot of higher production qualities potentially looks like it's
 produced by Michael Bay, you know, which is going to take away from the product itself. So typically,
 what we tend to see is different parts of the brain are going to interact these different types
 of advertisements in a way that influences how people are responding. So we have this thing called
 and this theory called the neuro state theory. And the neuro state theory states that, you know,
 there's a bias either left or right brain or there's either left or right brain bias that
 influences how people are processing information. The former advertisement that I was describing,
 that's more detailed oriented that is all about the product is likely to drive a left brain bias
 and is likely to drive a more detailed oriented response in the brain. Whereas a Super Bowl ad is
 likely to drive a higher right brain bias because you have all this higher production quality and you
 have these celebrities or these to more creative elements, if you will, that could potentially take
 away from branding. So it's important to strike good balance when we're looking and at and assessing
 these Super Bowl ads to understand one at the very base how people are responding to the creative.
 And then you mentioned context, right? Within the context of the Super Bowl, you know, most people
 are involved in the game in a very emotional way. We're talking about, you know, maybe fans of the
 game, fans of the sport, fans of the teams, you know, you're with a bunch of friends. This is the
 culmination of, you know, the most popular sport of in the US, you know, with 96.1 million viewers
 this year, right? So everybody is involved in this. So the context is also going to drive the
 emotion of the game. We typically tend to see a higher emotional response to Super Bowl advertisements
 in the Super Bowl in general when compared to other general. Then you consider the cultural
 relevance, right? You know, when we talk about the number of viewers, you know, obviously you're also
 going to have a lot of cultural impact that is going to be, that is going to impact how people are
 responding to the content and how people are driving or building their campaigns within which
 you are placing your advertising campaign. And the next thing is, you know, the campaign itself,
 you know, you're, you have to understand, you know, how, you know, how to differentiate yourself
 from the different ads within the space, which is another strong impact on that brain response.
 So typically we see that Super Bowl ads will have, will be more memorable than most ads in our
 database, but won't be memorable for the right reason, right? The more memorable ads that drive
 branding are the ones that are going to be very brand focused. I love it. You know, you guys
 were ever going to do a commercial for yourself, and I don't know if that ever makes sense giving
 out an ECR, but I always go back to the, this is your brain. This is your brain on ads.
 That's a freebie. I'm going to use that.
 And you need to, you should do like a, if you were going to do a TikTok video, see with the
 day, you know, but you have to think about what will be the analysis of the brain on that.
 I think it's time to remove some of the drama. I'm really ready to get into where we landed.
 Are we ready to get into? Sure. Absolutely. And I think they're kind of start off. What I would
 like to do is share with you guys an example of how we were talking about how traditional research
 doesn't specifically line up with neuro research. So I'm going to share with you guys a case study,
 a quick, quick overview of, you know, an ad we tested years ago in one of our validation studies.
 So there was an ad that we tested for the brand Cadbury, which was a UK based at,
 UK based brand at the time, which used a very creative approach to promoting their brand.
 Now this ad had the song in the air tonight by Phil Collins in the background,
 and how the gorilla featured on the drums that played the drums at the drum solo in the air
 tonight. Now I'm assuming, you know, most of our, you know, millennial plus viewers or listeners
 know the song in the air tonight where Phil Collins has that that big drum solo in the middle.
 At that time, the gorilla plays the drums and Cadbury comes in and shows its branding.
 Now this advertisement was tested in traditional ad in traditional market research. And what was
 shown in the traditional research was, you know, focus groups said, when compared to UK TV ad
 test norms, that this ad was not easy to understand, was not relevant, had a negative correlation
 on persuasion and how much it tells you about the brand. And furthermore, the director of marketing
 at the time was basically told that quote, you were never showing this ad, but they showed it
 anyways, right? And, you know, I would assume it's probably because, you know, CGI grillas were
 not cheap at the time. They invested a lot of money into this campaign already, despite the
 market research results, they released it. And what happened in market was dairy milk sales
 increased by 9% while this ad was in market, despite those results that we just saw.
 The ad went one, a Grand Prix Leone reported brand favorability went up by 20%.
 While this ad was in market, and the song, this is my favorite stat, the song in the air
 tonight, despite not being re-released, climbed up to number 14 on the UK singles charts,
 and was number three on iTunes. And this advertisement is typically highly regarded still to this
 day as one of the best ads of all time, despite those market research results. So that kind of
 goes to show one like, okay, we see this disconnect between, you know, how people are responding to
 the ad meter and how we drive effectiveness. And this kind of sets it up for the rest of the
 rest of what we're going to talk about as well. So when we focus in on our detailed memory
 encoding metric, which is our key metric for understanding, it's our key KPI for understanding
 whether or not an ad is effective or not, we tend to see a few things when we look at the results
 for this Cadbury gorilla ad. What we see is, you know, the brain is trying to process things
 in real time, specifically looking at these different scenes that may be driving impact.
 And within the specific ad itself, what we saw using our methodology was, you know,
 given the brain is trying to pick up on the story, the brain picks up on one, the gorilla,
 to the gorilla on the drums playing the drum solo, and then three of the branding. And this
 is a very simple advertisement that, again, people did not equate to Cadbury, but drove impact
 for the brand. And our metric was able to pick that out, specifically showing effectiveness
 at that branding moment for Cadbury, whereas, you know, traditional research was not able to show
 this, which shows that subconscious is that key driver for impacting sales and markets.
 It runs in the US, like, because I remember seeing it reading about it being in the ad game, but
 I know it was a UK campaign that I remember seeing it as things.
 No, I never read it. I might be because I love the walls, I don't know which one it was, but
 I mean, right on the showbooks, that's why we're all familiar with it.
 The rule of the was quite an accomplishment.
 What's interesting about this creative, and we'll talk about this a little bit more when we get to
 the Oli creative, is, you know, there were a lot of knockoffs, right? A lot of people tried to
 replicate this, but, you know, once it's done, you can't replicate it, right? People are used to the
 the formula they get used to, you know, this song and dance plus branding, and the tends to be
 a bunch of knockoffs that just really fail in markets. So this was incredible, this was an
 incredible, like, market creativity in itself, because it was able to do so well for the brand,
 and really given, you know, the knockoffs and to the pretenders that came out, can't be replicated
 unless, you know, it's far enough in the rearview mirror that people, somebody picks it up again.
 You know, we had a standing around here, and came from a Bartle Togel Haggerty, I think it was John
 John Bowel, famous British Agnes, and what he, what he said was, and it's true of the industry,
 creativity is determined by the obscurity of your sources, you know, so I know, I know we
 create observatories for that, and the industry as a whole was kind of the affinity of
 invitation is a sincere form of flattery. Right, right, and we still have 3,400 celebrity commercials
 on every single ad, exactly. Well, also, it's a formula. And also with the same cadence as well,
 I think that's the thing, it's, you know, there are a lot of Super Bowl ads that came out this year
 that we'll talk about as well, that, you know, maybe one the ad meter, but are the same,
 you know, song and dance as we've previously seen, whether it's like, you know, cut scene like,
 you know, five jokes, you know, cut scenes between like different situational things and throwing
 branding, you know, you've already lost people after, you know, your third cut scene to your third
 joke, that's the same joke that you've been repeating throughout the 62nd piece.
 You know, and then as we talk about the Amazon ad today as well, you know, Amazon has been very
 repetitive in their creative structure as well, which is, again, just featuring a celebrity
 in these different situations. And you wear out the viewer by the time you get the branding and
 you can effectively brand. Well, again, I think we're ready to get it. Let's go.
 Let's go. What's our first Cheetah one as far as how it performs in the test?
 Yeah, we're going to start with with my favorite and the winner slash loser of this Super Bowl,
 which is the Oatley advertisement. So yeah, we'll start with the good stuff here. So just to kind
 of teat up, this Oatley advertisement was originally shot in 2014 and Sweden was banned. It was
 banned in Sweden because some of the dairy farmers, I forget the exact reason, but basically,
 there was some dairy farm legislation that led to the banning of this advertisement because it's
 all about wow, wow, no cap. So they had this, they had this in their back pocket for a while.
 And, you know, as the Super Bowl was kind of coming up and with ad sales being down for
 the Super Bowl this year, it's, it seems like they were able to get a discounted spot. We don't
 know the exact number, but that's the theory behind is they were able to get discounted spot.
 And they decided without any, you know, any time to build a new creative, they just re-release
 this one. And this, this ad was the lowest performer on the ad meter was one of the most talked
 about ads on social. And as Josh said, is still one of the most talked about ads on social. And
 Josh, actually, before we even dive into it, we'd love to hear like, you know, some of your thoughts
 and just before we even show the results, like, we'd love to hear what you guys think of this
 advertisement overall. I thought it was like a great placement being so like unique and
 polarizing to where it's like sitting amongst all the other ads. And during the Super Bowl,
 it just stuck out all the word. And I think that's why people noticed it and hated it so much.
 But even, even every time I saw it mentioned, even if someone was hating it, someone would always
 be replying for like, tweeting back for like, commenting and saying, well, I actually loved it
 and someone else was like, why is this so stupid? And they would just continue on this long
 conversation about it. And I saw people changing their mind. But like, anytime, anytime you have a
 piece of content online that's being interacted with like that, like, the algorithm's going to love it,
 they're going to try to get four people to get interactive, get involved. So they're going to
 approach that to the top. So you can see they kind of almost like need it to have some kind of
 some kind of controversy or some kind of, like, something they would like, if you're as not
 hating to be talking about other than, yeah, like it is funny. And it's not really like,
 it's not going to stick around on some media page. Right. Yeah. I just want to know how many of us
 actually went out for an opening. Oh, I'm already a customer. Is there any reason to fridge? Yeah.
 Are you sampling everyone's stuff there? Oh, we came all the way right out of my, my
 I'm in pretty much occasionally there for a substitute. I try to only that may have been a problem.
 We've done the time job and I think we watered it out. We secretly replaced your creamer.
 You know, informal qualitative survey though, I haven't actually gathered
 Superbowl and everyone stopped to watch it. Yep. And once you know, listen, back to point
 Tyler, he never tells you as it's used to go up and, you know, get coffee or do something else
 typically. Superbowl, everybody stopped to watch the commercials. Absolutely. And everybody
 do a person was like, God, that was stupid. It wasn't anybody that liked it. And it reminded me
 of the e-trade commercial probably not 15 years ago. And it was a monkey in a garage with a bunch
 of these crazy characters that they sent for sure weeks casting. Right. And there was no point
 to just crazy thing going on. And they answered the answers, well, we just blew three billion dollars.
 And it was e-trade and it was bizarre to be bizarre. Again, the first three seconds, I was like,
 oh, God, see you want to be in it. Like, I mean, the last week, I mean, I knew there was intent
 in it being as bad as it was. That was a total furshore. And the fact of matter is, I actually
 went to the store and was going to buy the railroad that didn't have it. And I was like, I was thinking
 about it. Yeah. So it was worrying me. I was like, I got to try this by, you know, my craziness
 of appreciating the marketing side of it. But they think about it. I haven't seen that
 at since. I don't want a ton of TV about what's enough news. I think I would have caught it.
 I don't know if they even have a campaign running because again, you would turn it. You know,
 if they had worked because it was simple and you couldn't turn it. And so they knew it would
 resonate with you. You just seemingly perceived negative. It was doing something different.
 I want to see, I want to see how many views it's got on YouTube.
 Sure. It's a great buzzer sales. So the big thing, at least we do have a stat. And I don't know
 the exact percentage, but, you know, I've seen that their search results or their searches have
 been up over at least 15 to 19% since the Super Bowl, which is, you know, fairly, fairly massive
 considered, considering like one, the product, but two, like that in comparison to some of the other
 brands in the Super Bowl. So people have been looking for it. People have been searching for it.
 And I'm sure there's going to be a case study down the line that actually is able to identify
 the sales numbers as well. And, you know, equate that back to, you know, the spike that we saw during
 the Super Bowl from this advertisement. Cool. So let's, let's, let's take a look at these results.
 So I think the one thing as, as before we show the advertisement itself is, you know, one
 remember that we're looking at detailed memory encoding. And specifically memory encoding
 at key moments in like remembering or understanding like what people are committing to memory.
 And the thing about this advertisement is the product focus advertisement. It's a little
 weird little strange almost as a similar vibe to the Cadbury gorilla advertisement, which is
 very song based. But this features the, or features the brand more prominently. And then once we see
 branding throughout the ad, but also at and branding, it builds a big story for the brand. And people
 are like, Oh, what the heck is this? No cow. This is it. Oh, lay, you know, it works. It's so quirky.
 It works. So let's go ahead and play. So as this guy is singing about the ad or singing about
 that the brand, people are trying to pick up on what's going on. We have this slow zoom out.
 And memory encoding is coinciding with these different elements as more of the stories being shown.
 But once the brand comes on screen and we have the brand featured very prominently on screen.
 We see memory encoding within the 99th percentile of our entire database, right? So when,
 when we have this Oatley end guard, people are committing Oatley to memory, which memory
 is going to drive some sort of consumer behavior later on. So that's why we're seeing this big spike
 in people talking about Oatley. And what you see on social media is people aren't just saying, you
 know, that ad with the guy in the brown shirt playing the keyboard, people are saying that Oatley
 advertisement. And that's what has staying power in this context. It's so weird. It sticks out
 amongst all the other celebrities, all the other emotions that people are trying to drive home.
 And it features the brand properly in a way very similar to the Cadbury ad that we just look at.
 Not surprised. Not surprised. I mean, you called it.
 Well, I just knew that it was such a departure from everything else to see, right? It had to be
 resonating in some way. And I would, I bet you for sale. I just did see play. Oh, yeah.
 Because we were, even though my fans were so, they're like, they're the recalls there,
 so they're going to see that label in the grocery store or wherever it's available.
 Three cups of it in there. It's kind of a, it's kind of that kind of product anyway,
 because you know, you're like, you know, coffee and different things. You put coffee
 that's such a high category, I think, anyway. Yeah. So a new type of thing that you would never
 consider, you know, like, I don't get it really. So does that, does that blow up
 reach and frequency? Because it's only one once all types of purposes unless you seek it out, right?
 Yeah. Sorry. Yep.
 No, absolutely. Okay. Four hands. I was familiar with the brand beforehand,
 because they spend most of their marketing budget behind stickers and t-shirts and posters and coffee shops.
 And so they, they had always our official coffee shop. Yeah.
 They always had the quirky stuff of, um, like, say, no to milk or something,
 and they had like over the urinals at a shop down the road. They had posters and said,
 they'll put a note at anywhere these days.
 They're already doing the railroad.
 I wonder if it gets into production owners, so getting away from the max branding,
 you're not, they're not trying to make, hopefully, the state prestigious, like, brand idea.
 See, I was just hanging out. I was like, the energy, I was kind of like, oh,
 hopefully, we don't have milk. It's closed.
 Well, I think you bring up a interesting kind of sidebar there when you're talking about,
 you know, trying to try not to make it a big prestigious brand. We see a similar thing,
 maybe this is something we can discuss at some other time, but, you know, just the idea of
 micro influencers versus macro influencers, right? Yeah.
 We tend to see a lot more success with micro influencers because, you know, you have this dichotomy
 between, you know, how much people think about the brand versus how much people think about the
 celebrity, right? So with the macro influencer, you tend to see, you know, much more popularity
 for that influencer say it's like Drake and State Farm versus the brand itself.
 And we'll see an example of this in the next, in the next time, time series that'll show you.
 But then in this case, we have the CEO, we don't know who he is and this brand who we barely know,
 but we maybe know the brand a little bit more, but it also puts the brand on a state that's
 equivalent to the individual who is, you know, portraying or who's telling the story.
 That makes a greater impact for the brand overall during end of branding.
 Well, I don't know. It's just purely by the amount that we spend on, I think we've validated.
 Yeah, sure. Absolutely.
 What's number two on our list?
 This is actually paid for by Oatley.
 That's the red cast.
 So once you buy Oatley.
 Yeah, we got advertisers.
 So the next one is Rocket Mortgage.
 This was number one.
 So we're going straight from the bottom on the ad meter all the way up to the top.
 Now, this, this is an example of an attention vampire being, you know,
 the celebrity within the advertiser.
 So what we're going to show you in the things that we want to kind of focus on here is
 within this advertisement, we got Tracy Morgan being featured in various different lights.
 You know, it's a very snappy ad.
 He's kind of going from like place to place to place to place kind of what I was describing
 earlier. It's very montage and by the end, the consumers were out.
 But another thing that you see is you, you have Tracy Morgan featured throughout
 the entire creative.
 And then once you get to the end branding statement, you have a change in narrator.
 It goes to a very ad heavy sort of message.
 And people completely check out because they see it's an ad.
 They're like, oh crap, I don't want to be here anymore.
 So we're going to go ahead and share this with you.
 And then, you know, I'll kind of narrate over top as well.
 And Tracy Morgan is one of my favorite essential vampires.
 But so by far, like, I understand why he did well in this one.
 So as the ad opens up with this family, we get to Tracy Morgan.
 And he's sitting there in the bathtub talking about rocket mortgage.
 But then it just cuts between different scenes.
 And people are trying to catch up the entire time.
 It's very fast paced.
 This moment here, he jumps over the bridge.
 That's a climax.
 Can you stop?
 People check out.
 So it's going to be one of those what you're listening.
 You go watch the YouTube to get full aspect of watching.
 Right.
 To create it.
 But yeah, imagine the interwatching the, uh,
 Tracy Morgan, rocket,
 forwarded ad.
 So, so I mean, those are two examples of the one, you know,
 where celebrity can overshadow everything.
 Whereas like featuring the brand in a way that puts the brand first,
 allows you to, you know, tell a better story.
 Now we've seen this multiple times and I just kind of shared just, uh,
 I guess war stories at this point where, you know,
 in some of these other ads that we saw, Amazon Alexa, same thing with the Amazon Alexa ad,
 what you see is various montages, very similar to the rocket mortgage ad,
 where, you know, you have Michael B. Jordan is, um,
 taking the place of Alexa and the female protagonist
 is dreaming of Michael B. Jordan being in the Alexa the entire time.
 So she's just like dreamily talking saying Alexa,
 do this Alexa do that did it that and every single time it's like, you know,
 she's in various positions that, you know,
 Michael B. Jordan takes off his shirt at some point.
 Michael B. Jordan does this and it's a better advertisement for Michael B. Jordan
 than it is for Alexa. You know, we've seen this in every single
 Drake ad that we've tested. Drake is a big attention vampire.
 People love Drake, not the brand that he's associated with.
 But then you go to another ad from this year that did really well,
 but it was number 44 on the ad meter was Pringles.
 Pringles just told a very cute fun story.
 Was a fairly engaging story but featured the brand in a way that put the brand
 front and center and was very important to them to put the brand front
 center because they just went through a big rebrand and they just rebranded
 in mid-December and that was actually very effective for them.
 Now people were able to see this logo front and center and see the new
 Pringles logo and the new Pringles branding and we're able to remember it.
 So they did a really good job. The super was the success for them despite
 not performing well in the ad meter was the success for
 totally despite not performing well in the ad meter but was not so much for
 you know the big brands like Rocket Mortgage or Amazon or say like
 Eminem's or others that invested a ton in their advertising as well
 and did not perform as well on our metrics.
 What's interesting is the weekend, you know, you did not get a
 to the Super Bowl. I've heard this then most, I did, I was not aware of this
 factor. I was told most of the time the acts are unpaid and
 Super Bowl that was new to me but it made sense to me because of
 the reach and awareness that they get for their performance.
 So there's no different here except whoever's agents for
 Tracy Morgan and any of these other celebrities should get paid extra
 because those actors are getting paid and they're becoming the
 stars of the commercial. So they're getting double the awareness and they get paid.
 Absolutely, 100% 100% and you know the best example of
 you know a happy medium between say celebrity and
 brand is an advertisement that we worked on a couple of years ago. There was an
 advertisement in 2018 and kind of talking back to Nero and
 Sid and where we kind of come into the fold. We tested a rough cut for
 our clients at Stella R2A which was an advertisement that featured a lot of
 nostalgia, celebrity and branding. And their goal was to ensure that
 they're able to maximize their branding within this story
 to ensure that they're getting the most out of their advertising, right?
 And Hazard Bush on average spends you know upwards of you know at least
 20 to 30 million on advertisements considering like five and a half
 million super bowl advertisements per year considering
 five and a half million per ad you know have at least six advertisements per
 super bowl. So within this Stella R2A they feature
 you know Carrie Bradshaw walking out and you know they have the sex in the city
 theme Carrie Bradshaw flips her hair she sits down and is asked
 in this restaurant whether she's going to have the usual,
 the usual that being a cosmopolitan. Well she switches up the usual in orders of
 Stella R2A. Then it cuts to a big Stella R2A cut scene
 where we see very strong prominent response to the brand to Stella R2A,
 then the ad kind of cuts and then we see Jeff Bridges come in and it's another
 replication of the same you know kind of kind of storyline which is
 Jeff Bridges do you want to have the the usual he said which is a white
 Russian he says no I'm going to have a Stella R2A
 then you know all hell but breaks loose and then they feature the brand again
 and they're strong branding for Stella. And within this
 within this this test that we're doing we're looking at how they can
 feature Stella more prominently to increase their impact post-superbowl.
 And to use Nuro in our second my second response effectively you have to
 identify again as we were saying those key moments and those key elements where
 the brand can be seamlessly integrated into the creative without actually
 taking away from the storyline itself. Now on the back end of the Superbowl
 after we did this optimization for them what Stella saw was purchase frequency
 increased by increased by 15.1% post-superbowl. Stella also showed the highest growth
 in consideration across the entire beer category post-superbowl.
 The ad itself at 7.6 billion impressions of 418,000 social mentions
 because they're featuring the Big Lebowski, the Duke and Big Lebowski.
 It was the number nine most memorable brand in the Superbowl and number nine
 favorite app. So you know we can use this technology to understand like how to
 tell stories in a way that features the brand
 most prominently to ensure that you know brands are actually driving the ROI.
 I think that's all for the attributes. Yeah absolutely. Yep.
 Yep. Any final thoughts for everyone? We can close this out.
 As I look at the impact of neuroinput, just the Superbowl context and the context
 overall. What does it make you think my creative point of view?
 Do you think differently about creating the ad?
 It makes me thirsty. So I want to show up.
 No it makes perfect sense. And I look
 earlier you've made a right and left analogy too. Josh and Donald Fox makes you
 kind of watch things differently and especially the thinking of like
 essentially vampires. There's a lot of times he doesn't have to be
 that you have to be a vampire. I think in the future your future business
 model should be around how people's brain responds to listening to podcasts.
 Yeah. We've done some research on the podcast, bro.
 We can give you some insights. I'll tell you what, people do love podcasts
 to get very meta with it guys. We've seen that podcasts
 are an engaging realm and just audio in general because it forces the brain
 to wander in a way that forcing a visual in front of
 somebody's face doesn't. Yeah, theater, theater of the mind, right?
 Absolutely. 100%. 100%. It's awesome. I would really enjoy this
 part series with Tyler Lewis to find solutions at Nero Insight.
 Tyler, where can everybody keep up with all things that we did this last week
 for the case someone's coming in this week?
 Where can they keep up with everything with Nero Insight?
 Absolutely. You can find us at neroinsight.com.
 We're at Nero Insight on LinkedIn and we're at Nero underscore
 insight on Twitter and Instagram.
 Awesome. Thank you, Mike. Thank you.
 And you go over to find us. We're at the red s.com and at the dot red dot
 s on Instagram. You can find me on Instagram at Ryan offer
 and we'll see you next time. Yo, guys. What's up, Ryan offered here.
 Thanks so much for listening. Really appreciate it. Do us a favor.
 If you've been enjoying the red cast, you need to share the word with a friend
 or anyone else. We've really appreciate it and go leave us a review at
 Apple or Spotify. Do us a solid tell more people leave us some reviews
 and hey, here's the best news of all. If you want to work with me directly,
 you want to get your business kicking ass and you want radical or myself involved.
 You can text me directly at 864. 729-3680. Don't wait another minute.
 Let's get your business going. 864-729-3680. We'll see you next time.