Oliver sits down with Orlando Wood, Chief Innovation Officer at System1 Group and author of Lemon and Look Out, to unpack how advertising has shifted from right-brain showmanship to left-brain salesmanship, and why that’s costing brands attention, memorability, and growth.
From Yorkshire Tea’s witty, character-led “Everything’s Done Proper” to the unsettling “stare” creeping into modern branding, Orlando shows how right-brain showmanship, story, character, humor, and music consistently outperform left-brain salesmanship, tight close-ups, on-screen commands, and cut-heavy edits. He explains how rebalancing the two can boost emotional connection, embed memories, and make both brand building and performance work harder across B2C and B2B.
With billions wasted on dull ads, the stakes are real: emotionally engaging creative amplifies extra-share-of-voice returns, reduces price sensitivity, and strengthens brand salience.
For marketers, creatives, and business leaders, this episode delivers actionable insights on anchoring ideas in brand purpose, stress-testing creative through iterative sprints, and using automation to amplify, not replace, emotional storytelling.
Follow The Audience Connection Podcast:
- Website: casualfilms.com
- Instagram: @casualglobal
- LinkedIn: Casual Films International
- BlueSky: @casualglobal.bsky.social
Subscribe now and join the conversation about creating content that truly resonates.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Cardiac Cowboys
The heart was always off-limits to surgeons. Cutting into it spelled instant death for the patient. That is, until a ragtag group of doctors scattered across the Midwest and Texas decided to throw out the rule book. Working in makeshift laboratories and home garages, using medical devices made from scavenged machine parts and beer tubes, these men and women invented the field of open heart surgery. Odds are, someone you know is alive because of them. So why has history left them behind? Presented by Chris Pine, CARDIAC COWBOYS tells the gripping true story behind the birth of heart surgery, and the young, Greatest Generation doctors who made it happen. For years, they competed and feuded, racing to be the first, the best, and the most prolific. Some appeared on the cover of Time Magazine, operated on kings and advised presidents. Others ended up disgraced, penniless, and convicted of felonies. Together, they ignited a revolution in medicine, and changed the world.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.