Advertising not Worth Watching
Stills from hundreds of low-scoring ads.
The Advertising Worth Watching ™ Diagnostic Model was developed as a 100-point common-sense checklist of the health of Advertising Content. 100 key questions are asked of every commercial, every 30-second “mini-play.”
Advertising Worth Watching ™ diagnoses Advertising based on what is known about Human Nature, Human Motivation, and Human Connection, combining the human evolutionary propensity for Story and Journey, the neuroscience of Empathy, the business science of Trust, and the practical philosophy of Universalizability.
What we found when applying the model consistently to tens of thousands of commercials over 20+ years surprised us: Most questions could be answered simply, with a “yes” or “no,” or disturbingly … not at all. Combining the answers led to Advertising that was clearly Advertising Worth Watching ™ or Advertising not Worth Watching.