This week Adam talks to renowned planners David Nottoli and Jeffre Jackson about their research into ‘interestingness’ in advertising.

Drawing from their experience David and Jeffre share their definition of the five key components of interesting:

How incongruity reinforces memory
Why Don Draper might be wrong about emotions
The significance of fish sticks
Why authenticity isn’t just a buzzword
Why the details really matter, even if 99% of people don’t notice them

We also learn why we should avoid chasing empty spectacle in the battle for attention, why Nike’s legendary work with athletes can’t be replicated by just any sports brand, what the classic Cadbury’s Gorilla ad teaches us about mystery, and the risk of being sucked into the ‘boreplex’.

Watch Jeffre’s 2006 video on Interestingness: how interesting ads work differently, and what value Interestingness delivers for marketers.

Nike x Charles Barkley “I am not a role model”

Nike x Tiger Woods "I Am Tiger Woods"

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Connect with Adam on Linkedin: https://www.linkedin.com/in/adam-morgan-3a473a/

Let's Make This More Interesting is a podcast from eatbigfish. Thanks to our editor Ruth, our producer Travis, and to Tiny Podcasts.

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The five components of interesting (with Jeffre Jackson and Dave Nottoli)

Let's Make This More Interesting