Of neuroscience and perfect advertising

Rajiv Rao, national creative director at Ogilvy and Mather, wasn’t surprised when the agency’s “super dad” ad for Vodafone SuperNet was widely appreciated, both by consumers and advertising experts, at its release during the Indian Premier League. He himself was charmed by the story of the supercool dad who saves the day for his son. The television commercial was created to promote telecom firm Vodafone’s network. What has surprised Rao, however, is the fact that the ad was picked by Nielsen Consumer Neuroscience, a part of research and information firm Nielsen, to be tested on various parameters such as attention, emotional engagement and overall effectiveness, among others. The ad narrates the simple tale of a father who is going to drop his son—draped in a dhoti for a school function—to…


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