Surprise is relative: benchmark it against your category's expectations
PrincipleBrand & Creativity
Surprise is relative: benchmark it against your category's expectations
Surprise is relative to category expectations. In a dull, regulated category like vaccines, modest deviation startles; in a category where everyone is being surprising, surprise is merely the benchmark. Calibrate against what the audience expects from the category, not against advertising in general.
Source
The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)
Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)
00:57:45 Q&A, Jon Evans on System1 category variance
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