The Short Oh! and the Long Ohhh!: two types of surprise with different jobs

Two types of surprise: the Short Oh! is narratively unexpected - it commands attention and encodes memory around the execution (pub signs, chaos packaging, a Super Bowl prank). The Long Ohhh! challenges assumptions about the brand or category and shifts attitudes long-term (Monzo paying a day early, Aldi's champagne). Four subtypes: I didn't expect you to say that, to show up like that, to do that for me, and I hadn't thought about it like that.

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The Startling Power of Surprise - eatbigfish x Uncensored CMO webinar (Cannes 2026 session) (2026)

Adam Morgan (eatbigfish), Jon Evans (Uncensored CMO)

00:15:00-00:23:30 slides; Morgan & Evans framework

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