Why do certain marketing campaigns cast such a spell over us?
In his new BBC Radio 4 podcast Ogilvy Group UK's Vice Chairman, Rory Sutherland, explores the story - and the psychology - behind ten of the most influential campaigns in history - with first-hand accounts from the creative minds that conceived them, and contributions from the worlds of evolutionary biology, behavioural psychology, socio-economics and anthropology.
In this first of the series, Rory explores how marketing plays upon questions of faith and idealism: from Coca-Cola's iconic "Hilltop" advertisement of 1971 to contemporary Islamic branding.
Can a huge global brand can look beyond profit and leverage its huge turnover to do genuine good - beyond a catchy song and a pretty advert? Are big brands' moves to cater for the beliefs of its consumers really about doing genuine good for humanity - or exploiting social and moral issues to make a fast buck?
In this epoisde, Rory is joined by Shelina Janmohamed, writer and vice-president of Ogilvy Noor, the world's first Islamic branding consultancy. Shelinae outlines the emergence of "Generation M": the world's 1 billion Muslims under the age of 30, of whom 90% say their faith informs their consumer decisions.