The Science of Advertising Show
Oct 2, 2026 · 41 min · 12 segments
Most brands spend 90% of their budget on what people say, then wonder why nobody remembers them. Here is the uncomfortable truth. Ipsos tested every distinctive asset you can put in an ad, characters…
Jonathan RolleyHostAndy GauntGuestMikey BurrowsGuest
Like, what's your immediate reaction? What's your summary, having worked in the industry? Like, is this something you would've been proud to make?
I, I think you have to look at what the industry norms are and say, "How do we do something different?" And if you think about pet food commercials f- for as long as you can remember, there's always the same sorts of themes, right? Mateship of dogs, the, the, the connection we have as humans with them, which is all great, and as dog owners, I'm a dog owner, we can all relate to that, right? But you have to do something different to stand out.
I just think it's completely different from what you would typically expect in the category.
... uncomfortable with the idea of, "Why are they singing about poo?" But actually, I think, again, as a dog owner, what you need to be doing when you're trying to connect with an audience is tap into a truism.
And as a dog owner, we've all had that moment where your dog takes a dump, and you're thinking, "Oh, God, I just wanna..." And then you've gotta do the thing.
Jerry Seinfeld has a bit about this, right? It's like if aliens come to Earth and they see us, it's like the, the dogs are in charge-
Like, what's your immediate reaction? What's your summary, having worked in the industry? Like, is this something you would've been proud to make?
I, I think you have to look at what the industry norms are and say, "How do we do something different?" And if you think about pet food commercials f- for as long as you can remember, there's always the same sorts of themes, right? Mateship of dogs, the, the, the connection we have as humans with them, which is all great, and as dog owners, I'm a dog owner, we can all relate to that, right? But you have to do something different to stand out.
I just think it's completely different from what you would typically expect in the category.
... uncomfortable with the idea of, "Why are they singing about poo?" But actually, I think, again, as a dog owner, what you need to be doing when you're trying to connect with an audience is tap into a truism.
And as a dog owner, we've all had that moment where your dog takes a dump, and you're thinking, "Oh, God, I just wanna..." And then you've gotta do the thing.
Jerry Seinfeld has a bit about this, right? It's like if aliens come to Earth and they see us, it's like the, the dogs are in charge-
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