Senior Growth Marketer
Overall Score
50 / 100
Highest Focus
A score of 91.0 occurred at 37 seconds when the perfume bottle was showcased at the end, effectively emphasizing the main purpose of the commercial and underscoring the key reason for its success
Lowest Focus
A score of 59.46 occurred in the 15th second when Will Levis was sitting on the couch holding the bread.
Highest Clarity
A score of 94.41 was achieved at the end of the ad, demonstrating the clarity of its message.
Lowest Clarity
A score of 60.08 was captured at 16 seconds when the bread was being held by Will Levis.
Highest Attention
A score of 62.02 was recorded at 33 seconds when the smoke rose to reveal the perfume bottle, showcasing the effective buildup of anticipation leading to the final message.
Lowest Attention
A score of 16.93 was recorded at 38 seconds when the ad was about to end.
Summary
Hellmann’s ad featuring Will Levis shows strong performance in Focus (78.54%) and Clarity (72.16%), suggesting that the key elements are well defined and the core message comes through clearly. These scores indicate that viewers who engaged with the ad were able to follow its central theme and identify the most important aspects with relative ease.
There is an opportunity to further strengthen Attention (26.93%) and Percentage Seen (23.14%). While the message appears clear once viewers engage, the ad could benefit from stronger visual or narrative cues to capture attention earlier and encourage more sustained viewing. Enhancing these moments may help the creative draw a broader audience in and maintain engagement throughout the full ad.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Leverage Will Levis' Presence: Highlight Will Levis more effectively, perhaps through close-ups or action shots, to draw in viewers who may be fans or interested in his role in the ad.
Creative agency: Edelman
