In our many years of research experience, this is one of the most common discussions we have in generally: Choose for impact with originality, of go for a clear ad communicating fast?ooh bmw

The ad with shoes, attracts way more attention compared to the standard ad. However the standard ad was better in creating brandlinkage.

A. Shoe B. Car
Average attention                    0,95s                        0,67s
Time to first fixation 0,28s 0,62s
% Brand score 45%                   67%                    
% Text score 80% 89%
% Visual score 86%  87%


We adjusted the “Shoe”- ad causing higher brandlinkage and higher reach of the proposition as is to be seen in additional analyses below:

add analyses BMW

Read the full story and discusion at Frankwatching, with more than 780 shares, 350 reactions and 31k views (Dutch):