People sometimes comment on the detail that looks slightly off. This clip runs through creative devices such as a typo, an unexpected sound or an unusual prop that can prompt a reaction. They are ideas to consider, not proof that more comments will make an ad more profitable. The reaction still needs to serve the message. Here is a way to put that into practice: 1. Choose one detail with a purpose. An unusual prop or a playful wording choice can be a creative test, but it should not depend on an unsupported product claim. 2. Keep the central message clear. If the audience remembers only the distraction and cannot explain the offer, the extra attention may not be doing useful work. 3. Consider the kind of response you invite. A conversation about the idea is different from people being confused, annoyed or misled by the execution. 4. Read the comments as well as counting them. Look for the reason people reacted and whether their response suggests interest in the product or only interest in the odd detail. 5. Compare the outcome with the objective. Engagement can be a signal to investigate, but leads, purchases or other business results still need their own evaluation. Use this description as a creative-test checklist. The examples in the video are prompts for experimentation, not a recommendation to sacrifice clarity or trust for a bigger comment count. - @mr.paidsocial