The startling power of surprise

Fresh from Jon Evans' Cannes Lions talk, this episode explores why surprise is one of the most powerful tools in leadership. Drawing on behavioural science, neuroscience and real-world campaigns, Jon and Kory unpack how unexpected moments capture attention, create stronger memories and help brands stand out in an increasingly predictable world.

Putting their marketing hat on, they look at examples such as Tubi's headline-grabbing Super Bowl campaign and e.l.f.'s unconventional product launch strategy. Along the way, they explain the science of Reward Prediction Error, discuss how to sell bold ideas inside large organisations, and reveal why partnerships can become a powerful source of unexpected creativity.

Watch the new e.l.f. haircare advert:

https://www.youtube.com/watch?v=uk2KmRlx7eA

Timestamps

00:00 - Start

01:38 - The origin story of Uncensored CMO

04:03 - Why surprise is the antidote to dull

05:23 - The data behind the power of surprise

07:52 - Tubi’s example of using the power of surprise

09:58 - Understanding Reward Prediction Error

13:09 - Surprising the judges at Cannes Lions