The king of the sensational storyline is the Staatsloterij. Although their stories can often be summarized simply and concisely, they invariably contain unique characters (such as the black lucky kitten Frummel in 2021), objects (such as the malfunctioning Cuckoo Clock in 2022) and environments (such as the adventurous journey to the phone number list Lights that father and son made in 2023). Seemingly simple fare, but always unique, fascinating and therefore perfect food for our brains.
Also read: Coca-Cola’s AI ad is authentic, despite criticism
Christmas advertisement example
Source: State Lottery
Don’t forget the food
Speaking of food, did you know that one of the most guaranteed emotional highlights is simply the delicious food that fills the lavishly filled Christmas tables?
Close-ups of tasty food are sure to trigger a spike in cravings in the brain, especially when the pool of services of this see someone eating. Our mirror neurons are eager to sink their teeth into it.
Too bad it’s the food shots that often get cut in the editing. Get rid of them. It’ll save a few seconds, the advertisers think. But you’ll lose a lot of what’s probably the easiest emotional button for our brain. Show food and you’ll score.
Christmas commercials often resemble short films. At Unravel, we are often asked whether longer commercials are more effective than short expressions. Do you need that longer time to reach a deeper emotional story?
When we divide our advertising database into time categories, we see that commercials of antigua and barbuda business directory minute or longer score higher than 30 seconds. And 30 seconds score higher than 15 and 20 seconds respectively. However, these are average differences, which are also very small. In short: better a catchy and unique story in 30 seconds than a two-minute pile of Christmas clichés.
Cinematography matters
The eye also wants something – and that sometimes turns out to be very subtle. The cinematography of the commercial, how and with what the pictures are shot, turns out to unconsciously have a far-reaching influence on the extent to which our brains feed on all those beautiful images.
We looked at a variety of cinematographic decisions in our brain data. From composition to color correction, from editing speed to lighting. What came out as a major factor is something the viewer at home isn’t even aware of: the type of camera lens.