I've had the opportunity to hear Chris Graves from Ogilvy speak a few times, and he's always great - as he is here with Steve Simpson in this head-to-head look at two of ads running in the US presidential election right now.
Worth a read just for the reference to "amygdala tickling." Is that something you can even say in the Harvard Business Review?
What do you think about the ads? Effective?
Graves: This is a real amygdala tickler of an ad. It goes straight to that fear center of the brain. The imagery puts us on alert, makes us want to text our kids to see if they are OK.