The industry lost it's marbles and drove the cancellation of an ad.

Breaking Ads: Apple - Oh look -more comment on the Apple Ad!

We're late to the party but it all got a bit hectic so we took a beat to examine the ad.

Here's what we found: -

As with all of our testing here we like to make a hypothesis based on opinion and then see what the data says.

HYPOTHESIS: The industry lost it's marbles and drove the cancellation of an ad which is probably effective.  

THE DATA: We were nearly right! But we like being disproven by our data.

This ad UNDER indexed for ANGER and HORROR , the emotions which have been associated with it; by about 50% in both cases. This points to a vocal minority causing it to be pulled.

Next step intents are within 2% points of the norm. This was not as effective for the wider majority as we thought it may be. Effectiveness matters and this was just on par.

The positive emotions are interesting, though.

The craft was great and that showed in AESTHETIC APPRECIATION, especially at the start but strong throughout.

The set up drove strong ENTRANCEMENT.

At the start, there was a beat of anticipation which registered strongly.

A large spike of NOSTALGIA occurred as the music came in circa 55 seconds.

A few folks have reached out to ask so this is for you! Oliver Smith, Simon Harwood and 👋 Thom Binding

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Originally published on: https://uk.linkedin.com/company/daivid?trk=public_post_feed-actor-name

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