Pop, Drop and Decode It: SkinnyPop Steals the Spotlight

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Original
Heat map
Fog map

Detailed Analysis of the Ad

Overall Score

49.5/100

Highest Focus: At 24 seconds, when the concierge unable to resist asks Aniston if she can have some popcorn, the moment struck a chord. That single, honest line spiked focus to 89.11, capturing the irresistible appeal of the product and the humor in the interaction.

Lowest Focus: Focus dipped to 74.9 at 28 seconds, right at the commercial’s close, as rapid hand movements during the CTA moment created visual clutter, making it harder for viewers to stay locked in. A clearer, more composed ending could’ve driven the message home more effectively.

Highest Clarity: Clarity peaked at 70.88 (24s) when the concierge asked Jennifer if she could have some of her popcorn, a moment that perfectly delivered the brand’s message by placing SkinnyPop front and center, even over the celebrity herself.

Lowest Clarity: Clarity dipped to 60.59 at 11 seconds when Aniston attempted to say her last name with a mouthful of popcorn, the muffled delivery briefly disrupted message clarity, causing a momentary disconnect for viewers.

Highest Attention: Attention spiked to 36.52 at 29 seconds as the product tagline appeared, wrapping the ad with a clear, memorable message that firmly placed the brand in the spotlight.

Lowest Attention: Attention dipped to a low of 15.29 when the concierge casually asked Aniston for popcorn—a moment with minimal movement or visual action, causing the scene to lose its grip on viewer engagement.

Summary Analysis

SkinnyPop’s latest campaign redefines celebrity endorsements by putting the focus on the product, not the star. Jennifer Aniston’s fame takes a backseat as the ad cleverly revolves around the concierge’s obsession with SkinnyPop, turning the popcorn into the true star. Aniston’s role is self-aware and humorous, making her both relatable and approachable while still playing up the comedic contrast of her fame versus the concierge’s excitement over a snack.

The campaign’s highest focus (89.11) comes when the concierge fumbles Aniston’s name, creating a mix of awkward humor and relatability. This light, playful moment truly engages the audience. Clarity peaked at 70.88, as the ad smoothly establishes Aniston’s authenticity and the product’s prominence. However, attention dropped to 15.29 when the slow interaction of asking for popcorn slightly broke the pacing. The low percentage seen of 21.58 suggests some viewers lost interest, possibly due to the slower pace at certain moments.

What makes this campaign stand out is its balance of authenticity and humor allowing SkinnyPop to shine as the true hero while keeping Aniston’s star power genuinely relatable and human.

‍

Suggestions for Improvement

Rework Low-Energy Moments: Moments with minimal movement or flat delivery (like the popcorn request) could be tightened or reimagined to keep the pacing lively and interest intact.

‍