An ad guy and a psychologist walk into a campaign | Mumbrella360 video

In this video from June's Mumbrella360 conference, psychologist Dr Mel Weinberg and ad guy Dan Monheit use behavioural economics to explain the magic behind some of the greatest campaigns of all time.

The session from Dr Mel Weinberg and Hardhat owner Dan Monheit explores the world of behavioural economics and applies it to the world of creative by taking at look at some of the world’s best ads.

Monheit explains exactly what behavioural economics covers, including: “Why we make lots of very very bad choices, so in particular it considers why we consistently underestimate things, why we overpay for things, and why we make decisions that even at the time of making them we know are terrible.”

Throughout the session, the pair cover a range of ads including DDB’s ‘Whassup’ ad for Budweiser, which Weinberg explains: “is [trying to] create an association between two previously disconnected stimuli.”

The pair explains how a range of psychological theories including Pavlov’s conditioning experiments and ‘vernacular jacking’ all apply to a campaign such as Budweiser’s.


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