'Something out of the ordinary' tops both attention and emotion in YouTube ad features
PrincipleBrand & Creativity
'Something out of the ordinary' tops both attention and emotion in YouTube ad features
In System1 and Lumen's coding of YouTube ads by left- and right-brain features, 'something out of the ordinary' sits at the top of both attention capture and emotional response - ahead of story progression, cultural references and characters with agency.
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:10:00 chart; System1 x Lumen, Orlando Wood's feature coding
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