Shane Gillis x Bud Light | Wrong Commercial | Rightly Decoded

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

51.73/100

Highest Focus: The ad achieved its highest focus score of 87.07 at the 11-second mark, when the guy was looking at the lady and suddenly shifted his focus to the ceiling.

Lowest Focus: The lowest focus score, 36.45, was observed at the 63rd second, when two of the guys are doing a high five and the scene looks a little distorted with the visuals.

Highest Clarity: Clarity peaked with 92.68 at the 3-second mark, when the scene consisted of a hand model spraying the bottle of scent. With only one object in the frame, the clarity was clear and simple.

Lowest Clarity: The lowest clarity score of 38.67 was recorded at 73 seconds, likely due to an overload of text and elements on the screen.

Highest Attention: Viewer attention peaked at 70.1 at the 74 second mark, driven by dynamic visuals on screen, including multiple elements on screen and the background that made the audience to be highly attentive.

Lowest Attention: The lowest attention score of 16.85 was recorded at 11 seconds, likely due to sudden shift in camera angles between the two scenes.

Summary Analysis

Bud Light's latest college football campaign, Wrong Commercial, featuring comedian Shane Gillis, effectively blends humor and relatability to capture viewer attention. The ad starts with a high-fashion parody but quickly shifts gears when Gillis humorously realizes he’s in the wrong commercial, breaking the fourth wall. This transition to a laid-back football watch party resonates well, earning a high focus score of 87.07 and exceptional clarity at 92.68, reflecting its strong storytelling and comedic appeal. However, the ad struggles with an attention score of 16.85 and a low percentage seen at 29.66, suggesting that early engagement and pacing could be improved. Optimizing the opening seconds to grab and hold viewer attention more effectively could help boost these metrics.

Suggestions for Improvement

Shorten or Simplify the Transition: The dramatic shift from the cologne parody to Gillis might feel disjointed or too slow for some viewers. Streamlining this transition could make the ad’s tone clear earlier, increasing attention and focus.