Mythbuster: Details don't much matter

This article argues that small details within advertising creative that influence consumers on an emotional, semi-conscious level can have a disproportionately positive impact on overall advertising performance.

Mythbuster: Details don't much matter

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that details don't much matter.

We attended two fascinating research debriefs recently… for two different versions of the same TV ad. The brand was a health product, and the advertising idea was a simple one. Each ad showed real people who suffered from a particular health problem, and in each ad we heard how they had tackled the problem successfully using our brand. The ad...

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