---
title: Season 4 \ Episode 1 \ How Advertising Works
description: Discover the science, storytelling & strategies behind memorable advertising with insights from Darren Savage in the No Bull Ideacast new season premiere.
---

[BH&P Podcast ](https://www.bhandp.com/podcast)

# [Season 4 \ Episode 1 \ How Advertising Works](https://www.bhandp.com/podcast/season-4-episode-1-how-advertising-works)

 Written by [BH&P](https://www.bhandp.com/podcast/author/bhp) | Jun 10, 2025 10:23:40 AM

 

### Cut to the Feeling: How Great Ads Get Under Your Skin

 

**Guest: Darren Savage, Strategy Lead at BH&P**

Season 4 kicks off with a bang — or more accurately, with a beautifully crafted idea that slowly gets under your skin.

In this episode, Becky sits down with Darren Savage — strategy lead at BH&P, teaching fellow at Lancaster University, guest lecturer at Oxford, and one of the best minds in advertising psychology today — to unpack the science, storytelling, and strategy behind campaigns that truly work.

From Guinness surfers to Specsavers sheepdogs, we explore the ads that don’t just get remembered — they get chosen. Expect a blend of behavioural science, brand storytelling, and creative truth bombs, all wrapped in Darren’s distinctly nerdy, endlessly likeable style.

Because in a world of complexity, clarity cuts deeper.

And the best ideas?

They don’t shout. They connect.

[View full post](https://www.bhandp.com/podcast/season-4-episode-1-how-advertising-works)

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