We detected 3 dominant emotions throughout the commercial: happy, surprise, contempt. As we have seen with the Symbid explainer video, contempt is not always a bad thing as long as it is tied to the storyline and intended. Let’s start with looking into happiness:
The first peak occurs at ~10 seconds in, when the Mercedes wiper clears the screen of the text, which is very well received. The other strong peak start at 54 seconds and last until 1:10 minutes. At that moment the explainer shows how much surface area can be cleaned with one set of wipers, without losing any quality. The next one is at 1:30 minutes making clear that the wiper blades are not only of high quality but economically also the best choice.
There are 3 different emotional responses shortly after one another starting at 38 seconds until 42 seconds. Happiness is followed by surprise and contempt. After looking closer these responses are all to the same information, the amount of wiping cycles these blades can handle. To understand what happens here exactly let’s look into the eye tracking analysis to see what viewers looked at.