Is advertising art or science?

Sam Peña-Taylor

Neuroscience insights are becoming ever more accessible, and are quicker to find than ever before: here are three examples of brands and agencies deploying these techniques effectively.

There exists an ad for Sony Bravia LCD TVs from 2006. Surely you will know it. Over the empty streets of San Francisco, hundreds of thousands of rubber balls cascade down the hilly streets to the tune of the guitarist and singer Jose Gonzalez’s cover of Heartbeats. There are few humans on these streets but there are animals. In particular, a frog that leaps from the lip of a pipe amid the hail of balls. People remember that frog.

Thirteen years later, at an event in London, neuroscience threatens to undo some of that creative magic. At Brainy Bar 8...

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