Snickers goes Spooky | Decode the Halloween ad spirit

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

Fog Maps

Focus Score

Saliency Maps

Attention Score

To Measure Clarity & Engagement

Clarity Score

Area of Interest

Second by Second Analysis

Detailed Analysis of the Ad

Overall Score

49.81/100

Highest Focus: A score of 80.41 occurred at 11 seconds when the first text of the Ad “confused” appreard on the screen, thus capturing the highest focus of the viewers.

Lowest Focus: A score of 6.12 occurred at 9 seconds when the camera pointed towards a mom-son duo walking on the street looking confused seeing the zombie dance. As there were multiple elements on screen the focus score saw a dip.

Highest Clarity: A score of 79.13 was achieved at the 15th second of the ad which happens to be the final frame of the ad where the tagline and the messaging of the brand was clearly portrayed in big bold texts.

Lowest Clarity: A score of 47.44 was captured in the opening frame of the ad (1 second) showcasing the confusion on the couple’s faces standing infront of te zombie.. The sound effects of the zombie could have also dropped the clarity score leaving the viewers a bit confused at the start.

Highest Attention: The ad grabbed viewers' attention at 9 seconds when the camera made a sudden shift to the mom-so duo thus adding more elements to the frame. The viewers attentions peaked with a score of 97.89

Lowest Attention: A score of 27.15 was recorded at 11 seconds when the scene constituted only the text on top of all characters in the frame.

Summary Analysis

In the Snickers Halloween commercial, a lively mechanical zombie takes center stage, dancing energetically on a festively decorated lawn spiking the scores of Focus and Clarity to a high of 80.41 and 79.13 respectively. This unexpected twist captures the attention of onlookers and viewers alike. The zombie's quirky, upbeat moves embody the playful and fun essence of Snickers, perfectly aligning with the brand’s lighthearted advertising style. Although, the ad leverages the humorous surprise of Halloween decorations coming to life, it struggles to keep up with the Attention (27.15) of the viewers throughout thus bringing down the Percentage Seen to an average of 34.08 of the commercial. Regardless, the brand has created a delightful and memorable moment that captures the joy and spontaneity of the Halloween season.

Suggestions for Improvement

Expanded Humor Elements: Incorporate additional comedic elements, such as unexpected reactions from children or pets witnessing the zombie dance.