Ad Infinitum S2E10 - Congruent Cues with Chelsea Campbell

The world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 2, Episode 10 – “Congruent Cues.”

Stew Redwine (VP Creative Services, Oxford Road) welcomes Chelsea Campbell (Group Creative Director, Studio Resonate – SiriusXM’s in-house audio agency) to discuss the science of persuasive audio advertising as well as this month’s top spenders in audio.

We’re talking the Magic of Audio, Bacon vs Rain, and Missed Audio Opportunities. Let’s dive in.

“As important, if not more important, than the individual assets themselves, is the brand’s commitment to using them over time.”

• Chelsea Campbell, (Group Creative Director, SiriusXM’sStudio Resonate)

️ Get More Done (or Don’t) – The Home Depot mastered their congruent cues to form a cohesive chorus throughout all of their audio. To prove how powerful congruence is, Chelsea presents the anti-Home Depot spot which (hilariously) totally misses the mark.

Psychoacoustics & Priming – Subtle sound choices can trick our brains, creating memorable moments. That soothing sound of rain can morph into sizzling bacon like a flash in the pan, with just a word. CAOs, are you priming your audience to listen, or to tune out?

Audio Brand Identity – We break down recent ads from T-Mobile and Progressive, exploring why some brands hit the mark on congruence and others, even if they’re bringing an identifiable sonic brand to the table, don’t execute with excellence.

Wondercraft Returns – A few weeks ago, we threw down a creative challenge for Oskar Serrander (Co-Founder/CEO, Wondercraft): Use Wondercraft to reimagine a flat Toyota ad. And for the record, he did not disappoint.

To unlock the power of audio (and never hear bacon and rain the same way again) tune into the full episode below.

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Listen Here: Apple