Speaker 1: After studying nearly six billion dollars in ad spend here at Motion, one important lesson that we've learned is that when it comes to advertising, if your ad cannot stop the scroll, then nothing after that is really going to matter.
A purple screen with a small video clip on the left. White text reads "$6,000,00". The number quickly animates to "$6,000,000,000".]
> [VISUAL: The number "$6,000,000,000" is centered on the purple screen. Various short video ad clips appear around it. A yellow banner with black text appears below the number, reading "in ad spent".]
> [VISUAL: A stylized black and white hand scrolls on a smartphone. The screen shows a woman talking. On-screen text reads: "If your ad cannot stop the scroll". The word "cannot" is in red.
Speaker 1: Which is why I'm going to show you a few examples that way you can master the art of creating scroll stopping ads that are all backed by psychological concepts studied and popularized by the godfather of unconventional advertising, Rory freaking Sutherland.
A purple screen with a trophy emoji in the center. Below it, three video clips are shown. White curved arrows point from the clips up to the trophy. A yellow banner with black text appears, reading "scroll stopping ads".]
> [VISUAL: A man, Rory Sutherland, gives a TED Talk. A yellow banner with his name, "Rory Sutherland", is overlaid.]
> [VISUAL: Rory Sutherland sits in a chair, talking. A yellow banner with his name, "Rory Sutherland", is overlaid.
Speaker 1: Let's take a look at some ads and see maybe how Rory would break these down and how they can stop the scroll for you and your team. All right, let's take a look at this ad from Canada Dry.
The Canada Dry logo appears.]
> [VISUAL: Split screen. On the left, an ad for Canada Dry plays. On the right, Speaker 1 watches and reacts. The ad on the left shows two iguanas on a beach. On-screen text: "Sad Iguana Fact:". Audio: A deep, somber voiceover.]
> [VISUAL: Ad continues. On-screen text: "Iguanas can't drink new Canada Dry Fruit Splash with a splash of real juice :(". Voiceover: "Sad Iguana Fact: Iguanas can't drink new Canada Dry Fruit Splash with a splash of real juice."]
> [VISUAL: Ad continues. A hand opens a can of Canada Dry Fruit Splash Cherry Ginger Ale. The can is shown up close.]
> [VISUAL: Ad continues. The drink is poured over ice in a glass. On-screen text: "Sip into your Comfort Zone". Voiceover: "Poor iguanas."
Speaker 1: Okay, so what this ad is trying to do is actually just surprise and delight viewers, right? We're leveraging the power of the unexpected. And Canada Dry, they're trying to generate brand recall with a younger audience. Let's be honest, they prefer chaotic and irreverent branding. So when you have an established brand like Canada Dry who's testing this offbeat content like this, it really is catching viewers off guard. It's standing out.
Speaker 1 holds up a smartphone displaying the Canada Dry ad with the iguanas.
Speaker 1: And that's especially important on a platform where this type of content is going to work really well. And we see in the comments, it's validated. People are recognizing and appreciating the appeal of absurdity. And another thing that this ad does a nice job of is using anthropomorphism.
A dictionary definition of "anthropomorphism" appears on screen. Text reads: "anthropomorphism noun [ U ] RELIGION, LITERATURE uk /ˌæn.θrə.pəˈmɔː.fɪ.zəm/ us /ˌæn.θrə.pəˈmɔːr.fɪ.zəm/ the showing or treating of animals, gods, and objects as if they are human in appearance, character, or behaviour:"
Speaker 1: People love seeing animals act like humans. It's why cat videos have been so popular for all of time. And companies that are great at this, you think of Aflac and their quacking ducks, Liberty Mutual and their emus, Geico and their gecko.
A clip from an Aflac commercial shows the Aflac duck.]
> [VISUAL: A clip from a Liberty Mutual commercial shows the LiMu Emu and Doug.]
> [VISUAL: A clip from a Geico commercial shows the Geico gecko.
Speaker 1: There's something about attributing human traits to animals that just triggers a sense of warmth and quirkiness that's memorable without being overly controversial. All right, that's it for Canada Dry. Let's take a look at our next ad coming from Oatly.
The Oatly logo appears.]
> [VISUAL: Split screen. On the left, an ad for Oatly plays. On the right, Speaker 1 watches and reacts. The ad on the left shows people in a large, modern-looking store or gallery, walking around a giant pyramid made of Oatly cartons. The audio is a low, humming, choral sound, almost like a chant.]
> [VISUAL: Ad continues. The camera pans up the pyramid of Oatly cartons. On-screen text: "Guess we found our true fans?"
Speaker 1: Okay, so this ad clocks in at what feels like a very long seven seconds.
The Oatly ad plays on a smartphone screen against a purple background. A timeline at the bottom shows the duration from 0:00 to 0:07.
Speaker 1: And it's a perfect example of how you can use unconventional marketing ideas to not just grab attention, but to spark a conversation. And I bet my guy Rory would give this ad a big thumbs up, and here's why I think so. Oatly sees value in being deliberately contrarian, polarizing, just straight up weird.
The Oatly ad plays on a smartphone screen. To the right, the words "Polarizing", "Contrarian", and "Weird" appear.
Speaker 1: And being liked by everyone isn't the main goal here. Instead, they're playing up the power of being loved by a passionate minority. Look, Oatly is known for embracing how divisive its ads can be, sometimes even off-putting.
A collage of Oatly's branding appears, including their cartons, website, and quirky illustrations.
Speaker 1: But the cult-like devotion in this scene is just bizarre and unsettling. And again, we're seeing in the comments that it's got people intrigued.
Speaker 1 holds up a smartphone displaying the Oatly ad.
Speaker 1: And they are using their products as signals of identity in kind of a strange way. But the people are worshipping the Oatly pyramid, and they're signaling that they're not just consumers of the brand, but they're fanatics. They're part of this exclusive group that sees something special in oat milk.
A lineup of various Oatly products animates across the screen.
Speaker 1: And the ad turns Oatly into this kind of a badge of honor where being partly scared or confused is kind of part of the appeal. So this taps into social proof where people might start thinking like, okay, this is weird, but if others are this obsessed with this, maybe there's something to it and I should try it. And with over 42 million views, it's showing how scroll stopping can be memorable and shareable and sometimes leave viewers with more questions than answers.
A clip of actor Christian Bale looking confused. On-screen text: "and that's a good thing".
Speaker 1: And that's a good thing because that only drives more engagement and more people discussing and sharing their reactions with others. All right, that's enough for Oatly. Let's take a look at our last ad and see what they did to make it scroll stopping.
Split screen. On the left, an ad for Ring plays. On the right, Speaker 1 watches and reacts. The ad on the left is security camera footage of a bear trying to open a car door. The Ring.com logo is in the top left. On-screen text: "When the insurance company asks what caused the damage". Audio: A woman's voice from a reality TV show yelling, "Receipts! Proof! Timeline! Screenshots!"]
> [VISUAL: Ad continues. The bear rips the car door handle off and walks away. The audio continues with the woman yelling.]
> [VISUAL: Ad continues. The bear gets into the driver's seat of the car. The audio ends with the woman yelling, "In..."
Speaker 1: This Ring ad does a really nice job of using contextual framing to cleverly position its products into this wild, unexpected encounter. And it turns what would otherwise be just another wildlife silly video into something much more relevant and amusing footage that's captured by a freaking Ring camera.
The Ring ad plays on a smartphone screen. An arrow points from the phone to an image of a Ring security camera.
Speaker 1: So when you frame your product in unusual context to make them more memorable, it's actually something that I've seen done really well by like GoPro and Red Bull and some of the stunts that surround those brands.
A first-person view of someone mountain biking through a field of hot air balloons.]
> [VISUAL: A first-person view of someone in a wingsuit flying off a building.
Speaker 1: And I think the final concept that's at play here is something that Rory refers to as trust signaling, which is just something that just pretty much every UGC ad is trying to tap into, right? So Ring has established a theme where users share real moments that are captured by real customers in an unfiltered and authentic way.
Speaker 1 holds up a smartphone displaying the Ring ad with the bear.
Speaker 1: It's a brilliant style where you signal to the audience, hey, you can trust us and our product because we help real people who experience crazy stuff all the time. And in this clip, they're also communicating utility for their product with that overlaid text that says, "When the insurance company asks what caused the damage."
The Ring ad plays on a smartphone screen. A white arrow points to the on-screen text: "When the insurance company asks what caused the damage".
Speaker 1: You couple that with the trending Real Housewives sound bite, and Ring is just putting on a masterclass in subtle yet clever ways of showing how Ring provides reliable evidence in any situation, no matter how unbelievable it can be.
A montage of various clips from Ring cameras: a dog looking into the camera, a dog in a wheelchair playing, a man in a backyard with a dog running, a puppy crawling on the floor, a dog jumping on a couch, a dog swimming in a pool, a cat on a porch, a dog on a couch.
Speaker 1: All right, well, that's all the ads I've got for you in this roundup, but look, just getting someone to stop their scroll is not a surefire guarantee to make tons of money off an ad. We know that.
A purple screen with a pile of hundred-dollar bills at the bottom. A white text counter rapidly increases, starting at "$25,991" and going up past "$107,449".
Speaker 1: There's obviously way more that goes into the success of an ad, but taking big, unconventional swings with your ad content is really the first step in building out broad creative diversity. That way you can give your ads more at-bats to break into new levels of growth. And if you're new to Motion, you can start implementing ideas just like the ones you saw here into your ad campaigns to capture more attention, drive higher engagement, and boost your conversions.
The Motion logo, three purple slanted rectangles, appears with the word "Motion".
Speaker 1: And that's because Motion allows you to ship more winning ads through beautiful creative reporting that shows you the exact metrics that you need to know in order to scale some of these unconventional marketing and advertising ideas you have.
Screenshots of the Motion app dashboard appear, showing creative performance metrics and ad visuals.]
> [VISUAL: A screenshot of the Motion app's "Recently launched" report page.
Speaker 1: And if you want to use Motion for your campaigns, whether you're a creative strategist or a media buyer or a brand owner, just visit motionapp.com/book-a-demo.
A screenshot of the Motion website's "Book a 1:1 demo" page. A yellow banner highlights the URL: "motionapp.com/book-a-demo".
Speaker 1: The link, you can find it there, and give it a try for yourself. We hope you enjoy and we'll be back again with more ad breakdowns.
