Overall Score
83 / 100
Highest Focus
89 at 26s
Focus peaks during the near-final resolution when:
The physical action is complete
Visual hierarchy simplifies
The hero moment is clearly framed
At this point, viewers are no longer scanning for threat — they are locked onto character and outcome.
Lowest Focus
11 at 13s
Focus drops sharply during the height of motion and chaos.Fast cuts, tilted camera angles, and multiple reaction shots create intentional visual overload, prioritizing excitement over precision.
Highest Clarity
93 at 29s
Clarity peaks in the final product-forward frames.The dark background, bold typography, and confident hero pose remove all ambiguity — this is where message and brand land cleanly.
Lowest Clarity
47 at 15s
Clarity dips mid-action when visual drama outweighs narrative explanation.The scene is emotionally readable (something intense is happening), but not immediately literal — a deliberate trade-off to sustain energy.
Highest Attention
87 at 13s
Attention spikes early during the most kinetic trolley sequence.Motion blur, steep city angles, surprised faces, and implied risk create instinctive attentional pull.
Lowest Attention
17 at 26s
Attention dips just after the action resolves, as tension releases and the film transitions into calm closure.This drop is typical in high-energy ads once stakes are removed.
Summary
“The Big Hill” uses physical comedy and exaggerated stakes to dramatize everyday strength. The runaway trolley scenario feels intense at first glance, but humor cues — disclaimers, facial expressions, and pacing — consistently signal that the danger is theatrical.
OIKOS positions itself as fuel for inner strength, not through explanation but demonstration. Kathryn Hahn’s determined intervention reframes power as accessible, human, and even funny — with Derrick Henry acting as a calm counterpoint rather than the sole symbol of strength.
The product earns its moment only after the tension resolves, reinforcing payoff rather than interruption.
Emotional Insights
The ad delivers a high-energy positive emotional profile (80%), led by happiness (72%) and surprise (68%), with a meaningful layer of fear (46%) that adds urgency without tipping into distress.
Negative emotions (anger 6%, disgust 4%, sadness 5%) remain controlled and are clearly framed as playful exaggeration rather than real threat.
This emotional mix creates a rollercoaster arc:comic tension → physical effort → confident resolution, keeping viewers alert while maintaining brand safety.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
To stabilize mid-film focus, slightly reduce reaction-shot density during peak motion to preserve a clearer visual anchor.
Introduce a micro visual cue (color, framing, or repeated gesture) earlier to guide attention during chaotic sequences.
Consider extending the final hero-product frame by half a second to fully capitalize on peak clarity.
These changes could lift focus and clarity without sacrificing the ad’s kinetic energy.
Decode Takeaway
“The Big Hill” proves that energy and humor can coexist with clarity.By turning exaggerated danger into a playful test of everyday strength, OIKOS successfully delivers a Big Game ad that’s memorable, physical, and confidently brand-forward — without taking itself too seriously.