Insights and recommendations gathered from Uncle Drew's Pepsi Chapter 1 Ad eye-tracking analysis.

1. Uncle Drew Data Insights
By: Elizabeth Duong

2. Assumptions
➢ Based on following clip
○ https://www.youtube.com/watch?v=8DnKOc6FISU&t=63s
➢ Data File
➢ Baseline = medium/average
➢ Numbers based on averaged amount of 100 participants

3. Most Engaging
Least Engaging MomentDiscrepancies Rising Engagement
Overview

4. What is the most exciting part of the ad ?
:01 - :12
Starts with very high engagement
○ all levels well above average
➢ Ad draws them in
○ High emotional connection;
○ Processing stimuli at higher emotional level
➢ Quickly see Decrease in connection and encoding (but still above
baseline)
➢ Uncle drew is talking about ‘ young bloods’ and their behaviour and
tendencies.
○ Connection drops more here due to a redundant lecture
:28
➢ Rise in connection and encoding
○ Arrive to court

5. What happens when ‘Drew’ steps on the court?
: 28
➢ Spike with encoding and attention
○ ‘An older man’ entering the court like ‘one of the guys’
is absurd requires brain to process it
: 30 secs
➢ Connection above baseline while playing
○ Emotional bond with the character
: 40
➢ Drop with encoding
○ While watching them play basketball

6. Discrepancies
1:08 - 1:21
➢ Connection above baseline, not attentive nor memorable
➢ Encouraging ‘uncle Drew’ to play,’easing in’ with smallest player
○ Feel warm about letting him play, and Drew himself
➢ Everyone reacting to him getting on the court
➢ People playing basketball, older man playing poorly
○ Minimal processing efforts
○ Encoding below baseline
1:21 - 1:43
➢ Low Encoding, above baseline Attention and Connection
○ Pretending to play poorly
➢ More ‘momentarily’ drawn to how he is playing
○ More emotionally involed

7. How does ‘Uncle Drew’ Play?
1:55 - 2:08
➢ Sharp rise in engagement
○ First 3 pointer
2:20 - 2:28
➢ Decrease in engagement
○ during normalization of him
playing well
○ ‘shock value’ is lost
2:20 - 2:35
➢ Low engagement
○ Short attention span

8. How does ‘Uncle Drew’ Play?
2:50 - 3:00; 3:16 - 3:20
➢ Increase in engagement
○ Cheering and social
recognition
○ More reactive to people’s
faces and facial emotions

9. Low Engagement Ending
➢ Ending when revealing the secret behind ‘uncle
drew’ and the transition from video clip to ad is
evident
➢ The brand and product is revealed

10. What happens when Pepsi reveals the Brand?

11. What do consumers think about the Brand?
➢ First Reveal (2:28-2:31)
○ sharp decline in encoding and decrease
in attention and low connection ‘ ad
moment’
➢ Second Clip (3:35)
○ Low attention
○ Low connection

12. ➢ Third Clip (4:17)
○ very disengaging
○ (all levels below baseline)
➢ Logo reveal (4:45-end)
○ Lowest encoding moment
throughout video
○ Attention and connection below
baseline
➔ Short (plenty) vs long exposures

13. Overall Insights and Recommendations
➢ Greater connection with people and characters than simply action shots
○ Intro with Drew; connected to him as the perceived ‘underdog’
○ See his vulnerability when he struggles and emotional resonate with it better
○ Spikes in engagement when facial reactions were shown
○ Have more clips with people’s facial emotions
➢ More engaged with peoples’ failures than success’
➢ Inhibition plays important role with engagement
➢ BE DIFFERENT, SURPRISE, BE UNIQUE
➢ Brand Exposures
○ Short vs. long
➢ As opposed to showing the brand through scene that lowers engagement, incorporate Pepsi
colors subtly throughout the scene (ie. rim, bench, ball).
➢ Beginning and end of the ads are the most important.
○ Beginning shows the most engagement, and ending shows high connection