Creative Intelligence
Heista decoded 6 education & courses video ads and mapped which psychological missions drive engagement. Loss Aversion dominates at 50% frequency. Education & Courses ads over-index on Loss Aversion, Competence Restoration, Hope Projection compared to the cross-category average.
All 16 missions ranked by frequency in 6 decoded education & courses ads. Delta shows difference from cross-category average.
Frames inaction as losing something valuable. The brain weighs losses 2x heavier than equivalent gains.
Addresses the viewer's feeling of inadequacy by providing mastery tools. Restoring competence feels rewarding.
Every mission in this data was extracted from a real ad.
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Projects a desirable future state. The brain processes vivid positive futures as partially real, motivating action.
Opens a cognitive gap the viewer cannot close without watching. The brain itches until the missing piece is revealed.
Delivers something genuinely new or surprising. The dopamine reward of novelty keeps the viewer seeking more.
Creates a sudden emotional intensity shift — shock, awe, anger, or joy — that overrides the scroll impulse.
Reflects the viewer's self-image back to them. When content mirrors identity, the brain treats it as personally relevant.
Appeals to the viewer's desire for social positioning. Status signals bypass rational evaluation.
Activates the deep need to be part of a group. In-group recognition triggers trust and engagement.
Provides a framework for understanding the world. The brain craves coherent narratives that explain experience.
Reduces perceived danger or risk. Safety signals allow the brain to shift from defensive to receptive mode.
Creates emotional resonance through shared experience. Mirror neurons fire when struggle is authentically described.
Uses evidence of peer approval to reduce decision risk. The brain treats crowd consensus as a safety signal.
Breaks automatic patterns with unexpected stimuli. The orienting response forces conscious attention.
Taps into internal drives — autonomy, mastery, purpose — rather than external rewards or fear.
Resolves open loops and unanswered questions. The Zeigarnik effect makes incomplete patterns feel uncomfortable.