TV commercial – gorilla felled by a dress


to analyse the advertising effect of a TV commercial and provide recommendations for the creative process.


A commercial being run by a mail-order fashion retailer had come under fire in consumer surveys for its clichéd image of women. A thorough check of the commercial was carried out using heart-facts research.


At the most exciting moment in the commercial, the endorser interrupts the flow and steers attention towards a single detail – the dress being advertised. Although this scene was viewed very critically in the interviews, the emotion research revealed the crucial twist here: the endorser interrupts the flow because she is setting her own priorities and thus proving to be a strong personality and attractive role model.


Concrete learnings for company and agency as to what makes this commercial a success from a psychological point of view and measurable benchmarks for the production for further designs.