The five components of interesting (with Jeffre Jackson and Dave Nottoli)
Mar 25, 2025
auto_awesome
Join Jeffre Jackson, a branding expert and co-founder of Open Intelligence Agency, and Dave Nottoli, a teaching assistant professor and co-author on interestingness, as they dissect the five key components of what makes advertising engaging. They discuss the power of incongruity in memory retention and why authenticity transcends mere buzzword status. Delve into the significance of details, discover the charm of the Cadbury’s Gorilla ad, and learn how to avoid the allure of empty spectacle in the marketing race for attention.
Incongruity captivates attention by presenting unexpected elements that prompt curiosity and enhance memory retention.
Utilizing mixed emotions in storytelling allows brands to create deeper connections with audiences beyond simplistic emotional responses.
Authenticity requires brands to genuinely express their true values, fostering meaningful relationships and loyalty with consumers over time.
Deep dives
The Incongruity of Interestingness
Incongruity is a central element that captures attention by presenting unexpected or surprising elements that challenge norms. This concept is illustrated by a colleague's unusual experience of being tear-gassed in a sushi restaurant, which evokes curiosity about the circumstances leading to such a juxtaposition. Through their research, the speakers highlight that incongruity stimulates curiosity as it piques interest by leaving gaps for the audience to fill, engaging their thinking processes. The model developed by Jeffrey Jackson and Dave Natoli emphasizes that the unexpected nature of experiences makes them more intriguing and memorable.
The Importance of Mixed Emotions
Mixed emotions enhance the complexity of storytelling and advertising, allowing brands to connect with audiences on multiple levels. The speakers argue that much contemporary advertising is overly focused on inducing singular emotions, especially happiness, at the expense of a fuller emotional range. Brands like Nike exemplify the effective use of mixed emotions by addressing both positive and negative feelings, thereby resonating more deeply with audiences. This approach not only sparks engagement but also stimulates critical thinking about the messages being conveyed.
Authenticity as a Core Principle
Authenticity is essential for creating a genuine connection between brands and consumers, representing the true character of the brand. The speakers emphasize that real authenticity resonates on a deeper level than simply presenting a façade or veneer in advertising. Rather than just portraying 'real' people or gritty narratives, authentic branding requires expressing what a brand truly believes, even under pressure. By doing this, brands can differentiate themselves and establish a meaningful rapport with their audience, leading to long-term loyalty.
The Role of Detail in Advertising
Detail plays a critical role in creating impactful advertising by enriching the narrative and enhancing pattern recognition among audiences. The speakers stress that attention to detail can transform an ordinary message into a memorable experience that engages consumers on a deeper level. For instance, well-placed nuances in advertising can keep audiences pondering and reflecting long after the initial viewing, creating lasting impressions. By layering in thoughtful details, brands can evoke curiosity, making their communications more interesting and effective.
Efficiency and the Challenge of the Dullocalypse
The current advertising landscape is challenged by a focus on efficiency and short-term metrics, often leading to uninspired content known as the 'Dullocalypse.' This phenomenon is driven by a culture prioritizing quick, cost-effective solutions over creative risk-taking and storytelling. The speakers advocate for a shift towards engaging audiences through interesting content that fosters not only attention but also long-term memory retention. Emphasizing interestingness as a strategic choice promotes the idea that delivering compelling narratives can ultimately prove more efficient than traditional, straightforward advertising methods.
This week Adam talks to renowned planners David Nottoli and Jeffre Jackson about their research into ‘interestingness’ in advertising.
Drawing from their experience David and Jeffre share their definition of the five key components of interesting:
How incongruity reinforces memory
Why Don Draper might be wrong about emotions
The significance of fish sticks
Why authenticity isn’t just a buzzword
Why the details really matter, even if 99% of people don’t notice them
We also learn why we should avoid chasing empty spectacle in the battle for attention, why Nike’s legendary work with athletes can’t be replicated by just any sports brand, what the classic Cadbury’s Gorilla ad teaches us about mystery, and the risk of being sucked into the ‘boreplex’.
Watch Jeffre’s 2006 video on Interestingness: how interesting ads work differently, and what value Interestingness delivers for marketers.
