 When was the last time you didn't press 'skip' on a YouTube ad? For me, those occasions are so rare, that when an ad does hook my attention, I demand to know why. The answer never surprises me.
In my opinion, there are proven techniques that underpin hypnotic ads - techniques that use powerful psychology and nifty copywriting. Let's look at one such ad from meditation app Headspace. Watch the ad below, then scroll down to see my 3 observations - all outlining why I think the ad is structurally excellent. GOOD NEWS: All 3 techniques we cover will improve your marketing communications if carefully applied.
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 Imagine you're the richest man on earth. How would you respond if, during an otherwise pleasant interview, you're confronted with accusations of low wages and inappropriate working conditions?
Would you: OPTION A: Smile, thank the interviewer for the question, and subtly change the subject OPTION B: Tell the interviewer that you welcome such scrutiny OPTION C: Suggest the accusations are baseless  What a beautiful way to wrap-up 2020. Meet Anna - a big-hearted woman oozing kindness in the most challenging times.
 Trusted by thousands of homes, Charles Bentley products have been a retail favourite since 1860. With a reputation for elegant design, exceptional value and award-winning craft, Charles Bentley's home, garden and leisure products remain a jewel of British manufacturing.
Filmed in-house by their own creative team, we were commissioned to write a series of voiceover scripts for their 2021 product videos. With a focus on customer experience, each script had to communicate inclusivity, quality and accessibility - core values of Charles Bentley. Intended to enhance the browser experience of their website - charlesbentley.com - while also complimenting their social media activity, click 'PLAY' below to watch two of the many new promotional films you will see throughout 2021, all scripted by us. Exactly one year ago, using a mix of viral marketing and media outreach, we introduced celebrity portrait painter Jamie Wilkinson to a whole new audience. Shortly after, he signed an exclusive retail contract with memorabilia store Fan Cave. What a wonderful 8 week campaign that was - we miss the creativity we shared during those winter afternoons. Seeing Jamie's relationship with Fan Cave develop has provided ample compensation, though. This week, he tweeted an image of 6 x world snooker champion, Ronnie O'Sullivan, proudly holding his latest artwork. Wow, just look at that!  Ronnie O'Sullivan with Jamie Wilkinson artwork  Following our recent exposé on the 'Rule of 3', here's another PR treat for you.
Ask yourself this question: In media interviews, how do celebrities, politicians and influential figures deflect uncomfortable questions without sounding evasive, elusive or plain rude? Answer: Zealously care about people's patience. How does it work?: Taylor Swift - the world's biggest popstar - was once asked why she's so secretive about her political leanings. She employed a deliciously subtle deflection technique that influential figures use every day. Take a look at her answer:  'HI, STRANGER' - An online play supporting suicide prevention Released free online Wednesday 9 September - in support of World Suicide Prevention Day - short virtual play ‘Hi, Stranger’ explores suicidal thoughts through the lens of online dating.  Which of these sentences best describe how you feel about sequels?
 Twitter has been incredible this week. Every day, we've stumbled across PR resources that are either informative, funny or unmissable.
Today, however, our discovery is world-beating.  WARNING: you'll never un-see what I'm going to show you now. Once I share it with you, you might even feel manipulated, duped and a little grubby. Please don't. Instead, use this clever trick to:
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