Can you, can you help us understand? Do we have any visuals?

The, the thing that I would say, um, drives that, that level of stickiness and that level of, of sort of memory encoding, as, as you can see, like that, the, the, the, the peaks and the trough are very, very common.

But the, a great ad will hit that upper dotted line of .7 and go way, way above it, and you can start to see the ad, um, now start to build and build and build.

So as the intrigue and as that suspense and as the, as the concept, um, you know, begins to take hold, and as you see the, the significance of the trucks reversing and the significance of what could go wrong for him, it all starts to head north.

And, and this is where you get that, um, those, that line hitting .7 and higher and higher and higher.

And of course, you can see it go right into the stratosphere when you get that little super on, on the screen, which is all about the, um, precision right there.

See? Incredible.

I almost want to see some of the rigging and support that sits around it to legitimize that this happened.

Can you talk us through this asset?

Yeah.

Look, it, it's an interesting one, and to me, this is the, uh, m- let's call it the, the sort of tension, if you like, between strategy and execution.

Now, i- if, if you had the McKinsey guys come into Heineken and, uh, and, and ask them, "What's more important, strategy or execution?" A McKinsey guy would say, "Oh, it's all 90% strategy.

That's where you need to spend your money and your time.

Uh, and execution takes care of itself." Um, this is a great example of a, of a, a globally renowned advertiser, Heineken.

Like, you know, t- talk about the resource there.

Let's, let's have a look at the time series So talk to us, Pete, what are we seeing here?

Alex, Pete, additional thoughts?

Yeah, look, I tend to agree.

It really strikes a chord, this, this ad.

Um, it, you know, it oozes what you'd call symbolism.

In fact, they've turned symbolism up to about 11, like in terms of the, you know, the, the, the water being, the debt flooding.

Like, it, it, the...

So it uses that analogy really, really well and strongly.

... unless they're a cricket-

Pete, what's, what's your view on what you've just consumed here?

Well, consumed and also heard the backstory now, and I, I now appreciate, um, w- what's gone into that, into that sort of TikTok piece.

I, I guess you have to congratulate the utter and sheer honesty, uh, and bravery for taking on a, what would normally never be curated into a, into a, a slick, glossy, well, well-shot ad.

Um, which is what part one was, I imagine, which is the, which is the brand piece.

Or the, or the long form content.

So congratulations to the brand and for your job in, in, in actually sort of facing the music and going, "Hey, here's something we, we can talk about, um, and, and kind of leverage." And we're not interested in filing the sharp edges off it at all.

It's gritty, it's real, it's true, it's, it's kind of quirky.

... walk me through it

Pete, your perspective on the

actual asset.

Yeah, JR.

Look, I think the first time I saw that ad and when you shared it with us was like, wow, that ad has to do a lot of heavy lifting.

Matt is nodding and agreeing.

But just looking at it because of the category, I guess because I didn't really know much about the category or how do I get in, should I get in, that type of thing, as well as when I mean heavy lifting, it's got a brand.

Yeah.

Very good.

Peter, how about from your perspective?

Yeah, really interesting.

So I probably should have, as part of my setup, I've also mentioned the fact that we kind of look at the macro and the micro.

So the macro is the overall effect, like pre to post change, those type of things.

But the micro can be kind of second by second exposure to very discrete content.

So if we turn that into a dynamic content discussion, as well as brand ads, but just talking about dynamic content because this is the element that tended to be the associative glue in the whole mix.

You could see that exposure to that on a second-by-second basis also had a fair bit of what we'd call shared equity, that transfer of, say, community-minded value, customer-centric value.

If you could leave the marketers listening with one more thing they could do to improve how they use digital out of home, what would it be? Peter, can I start that one with you?

Mm.

So it's unlike cars or beer or hamburgers where you can show the product.

You know? Um, it's got a physical presence.

Um, super, of course, is a service, and that makes the category really, really, um, quite challenging to, um, firmly, uh, link the narrative, the, the distinctive brand assets to the brand itself.

So I'm talking about the brand itself, Australian Retirement Trust, and linking it to that, um, great big blue monster that we see.

So, so the big blue monster is, is iconic.

Um, it's really smart.

Yeah.