Peter Field's seven ways advertising creates surprise
PrincipleBrand & Creativity
Peter Field's seven ways advertising creates surprise
Peter Field's analysis of surprise in effective advertising identifies seven ways it gets created: creative excellence, breaking rules and taboos, unconventional celebrity use, co-creation, extreme humour, provocative purpose, and unconventional media use.
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:13:29 slide; Peter Field, marketing and communications strategy analysis
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