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Now what’s going on in commercials like these?

Certainly there are some statements being made about the tea, but they’re very generic. I mean good tea, fresh tea, when a good cup of tea really counts and so on. Probably every other brand of tea throughout the last four decades has been saying more or less the same things. So what is it that’s making the difference? Well of course it’s the monkeys, stupid.

Somehow 30 seconds of entertaining nonsense leads to a situation where people not only choose this brand but will pay 35% more for it.

O Faris Yakob se deparou com um estudo muito foda, que pegou mais de 800 cases premiados por sua eficiência (vendas) e tentou encontrar uma fórmula.

“The most effective advertisements of all are those with little or no rational content.”

E pra fechar com chave de ouro, o Faris cita minha sex-symbol Jane McGonigal, que afirma que todos estamos no ” happiness business

‘We believe that if you are going to invite yourself into someone’s living room you have a duty not to shout at them or bore them or insult their intelligence. On the other hand, if you are a charming guest and you entertain them or amuse them or tell them something interesting, then they may like you a bit better and then they may be more inclined to buy your brand.

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