Entertain, Entertain, Entertain
Right-brained features lend themselves well to entertainment. Prioritizing the living, like people and animals, and giving them agency, betweenness and dialogue attracts the broad-beam attention of the right brain, helping to build memory structures that can be recalled when a consumer is ready to buy or make a positive change for the environment.
These features, along with humor, cultural references and music, also keep audiences engaged.
Combining multiple right-brained features is more likely to drive very large business effects like profit gain and market share growth compared to ads that favor left-brained features. Research from System1 shows that when brands aim to make strong brand-building ads, they often boost short-term sales. So, entertain viewers and you’ll set yourself up for success in both the short term and long term.
Example: Jeep – Electric Boogie