The power of the unexpected
This month our ECD Nicola Roberts was on the Ad Breakers sofa with Anna Carpen from 18 Feet and Rising, delivering their scores on ads from Deliveroo (3/10), Yves Saint Laurent Beaté (4.5/10) and the AA Charitable Trust (8.5/10).
Watch the Ad Breakers episode here:
The clear winner, The AA Charitable Trust, skilfully created a gripping sense of dread before driving home its message with a cheeky surprise.
“I’m watching, waiting for the terrible thing to happen,” said Nicola. “I can’t take my eyes off it, so the twist at the end is great.”
When we encounter the unexpected, it focusses attention, amplifies emotion and sparks interest. That’s why great ads often turn people’s expectations on their head.