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Coke 'Heist' Commentary:
This ad opens with a man in a park which creates an onset response. Activation builds in the next scene with the ladybug on a blade of grass, activating superior-parietal lobe (Attention). The red ladybug lands on the Coke bottle, producing a response in superior-parietal and right-superior-frontal lobe. Grasshoppers appear, activating more and more areas, while each additional species continues to build engagement, and finally engulf the entire posterior portion of the brain. When the man reappears, an orbital and inferior-frontal response occurs (Anticipation and Prediction). The largest response is when the bees take, or “Heist”, the bottle. This pattern remains throughout the movement of the bottle. Right-inferior-frontal activation takes place with each action. When the Japanese beetle opens the bottle and the man reaches for his Coke, a large response takes place in the superior-parietal lobe. From that point, overall responses diminish while the ad concludes.
This ad has an engaging storyline with product integration throughout. This ad also has one of the highest engagement scores, and came in second overall in the 2009 Super Bowl research. The 'Heist' ad recently won an Emmy for Outstanding Commercial.
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