This segment from Rocky Balboa is often used as an example for coaching 'motivational' speaking but is also is a great demonstration of what is known as the peak–end rule.
Once you get this it becomes a lot easier to judge your advertising ideas, and many creative directors instinctively understand this while perhaps not knowing the actual science around it.
If you wan't to skip ahead, the main piece kicks in at about 1:20
The rule describes how we (as punters) evaluate experiences (eg advertising) almost entirely on two factors.
How they felt at their peak and how they end.
Surprisingly, duration is not significantly important to the rule, so if it's :15 or even two minutes the key thing is make sure it has an high emotional peak and some sort of a resolution – it can be a cliff-hanger, a call to action but it needs to end properly.
The psychology says that using this rule means we are addressing what Daniel Kahneman calls the two ''selves".
The 'experiencing self' – this is the part of us that feels things in real-time as it's happening.
And the 'remembering self' – this is the part of us that stores the 'peak' and the 'end' in memory.
The bigger the peak and the better the end then the easier it is for us to recall how we felt.
So in the clip Rocky starts to tell a story, it's almost a 'once upon a time'.
He starts to describe the good times with Rocky Junior, firstly as a baby and then growing up. Then one day something happened…
Just before the peak comes Rocky begins to introduce the insight.
"Let me tell you something you already know" – (that there is the nature of insight – something you already know.
Blam! Here it comes. Wait for it….
"It isn’t about how hard you hit, it’s about how hard you can get hit and keep moving forward. How much can you take and keep moving forward? That’s how winning is done."
Here's where it really happens – because you feel like it's peaked, you've had a tingle but we're not there yet…
"Now if you know what you’re worth, go out and get what your worth, But you gotta be willing to take the hits. And not pointing fingers saying you ain’t where you wanna be because of him or her or anybody…
"COWARDS DO THAT AND THAT AIN’T YOU! YOU'RE BETTER THAN THAT".
That's the peak, then it ends with something to DO.
"Until you start believing in yourself you ain't gonna have a life… Don't forget to visit your mother."
There you go. The peak-end rule. Because; if people don't feel anything they don't do anything.
Eaon Pritchard is director of insights and innovation at Sputnik Agency
Please login with linkedin to comment
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]