Hello Again, Starbucks: A Comeback Brewed to Perfection

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Detailed Analysis of the Ad

Overall Score

57/100

Highest Focus: The ad’s focus peaked at 90.54 (72s) when the barista drew a smiley face with a marker on the starbucks cup. Since the shot was zoomed in to the fullest, it spiked maximum focus.

Lowest Focus: Focus dropped to its lowest (6.34 at 36s) as it showed the temperature of the milk as 165 and the swift camera movements made it the lowest point of focus.

Highest Clarity: Clarity peaked at 96.38 (1s) as the car door was shut behind by a man walking towards Starbucks in the dark. It set the clear communication line for the rest of the commercial.

Lowest Clarity: Clarity hit its lowest point (79.06 at 41s) as there were a lot of swift camera movements that kind of disrupted the flow and broke the clarity score a little.

Highest Attention: Viewer attention peaked at 96.88 (59s) as the Starbucks logo was displayed and the voiceover “Hello Again” popped in the background marking the communication line of the commercial.

Lowest Attention: Attention hit its lowest point (14.61 at 72s) when the barista drew a smiley face with a marker on the starbucks cup. As the shot was kept closest it made the attention score dip.

Summary Analysis

Starbucks makes a bold comeback with its “Hello Again” campaign, reintroducing itself as The Starbucks Coffee Company. Partnering with Anomaly, the campaign blends nostalgia, human connection, and the in-store coffee experience, all powered by the electrifying beats of AC/DC’s “Thunderstruck.”

The ad’s highest clarity (96.38 at 1s) was achieved instantly, as the opening shot of a customer shutting their car door and walking towards Starbucks set the tone, creating instant familiarity. Focus peaked at 90.54 (72s) when a customer spread their arms in joy, perfectly aligning with the voiceover, “The Starbucks You Love is Ready.” However, attention dipped to its lowest (14.61) during slower moments where movement and action were minimal.

With an average percentage seen of 34.37%, the campaign’s strong storytelling and nostalgia kept viewers engaged, though pacing adjustments could help retain attention longer. The message remains clear—Starbucks isn’t just about coffee; it’s an experience.

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Suggestions for Improvement

Sustain Overall Viewer Engagement – With an average percentage seen of 34.37%, many viewers dropped off before the final brand message. A stronger mid-section hook or tighter pacing could help retain attention longer.