Forget This Ad

Entertainment Park is Sydney’s largest state-of-the-art indoor entertainment complex, renowned for high-octane thrills and spills. For years, their advertising has reflected the OTT adrenaline-fueled nature of the business. But in a cluttered audio market, with commercial breaks full of back-to-back high-energy ads all vying for the audience’s attention, the secret to cutting through the noise demanded a change of tack… and was partly inspired by a phenomenon made famous by Taylor Swift.
When scores of Swifties reported blacking out during Taylor Swift’s Eras Tour, and claiming that they forgot much of the concert, neurological experts around the world weighed in with a surprising explanation that we applied to Entertainment Park’s new audio campaign.
Turns out, when people are extremely excited, and in a heightened emotional state (like Swifties at the Eras Tour) their brains become overloaded and can have trouble storing new memories. With this in mind, we created a new 30 second ad for Entertainment Park that was made to be forgotten.
Unlike other audio campaigns, which are designed to seize attention and stay top of mind – we wanted the audience to forget this new ad – by heading straight to Entertainment Park and having an exciting day.
Using a dry, monotone voiceover – atypical to the voices heard on 99% of radio ads – we created the most boring, unremarkable ad possible; designed to be completely forgotten. The only thing audiences had to do to wipe it from their memory was go to Entertainment Park.