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Hello Creative Folks,
This week’s deep dive is about how: A brand can translate Function into Feeling through Analogy. We explore Axion Energy’s advertising campaign that is a masterclass in analogies that talks about: Art of Frictionless Living
TL;DR: When your product benefit is invisible, sell the human sensation it creates.
In this issue:
The psychology that makes technical ads memorable
A simple model you can reuse
A fast way to script your next “boring” product
Click on the image to watch the video
The Question
How do you sell a product that works best when nobody notices it? Lubricants improve performance quietly, which makes them a nightmare to advertise.
The Thesis
The audience isn’t avoiding your science. They’re avoiding your effort tax. If understanding your benefit takes work, you lose them. So borrow a familiar pattern and let their brain do the decoding.
The Event
Axion Energy asked a clean question: What would driving feel like without friction? Then they answered it with two high-stakes stories where the expected tension never arrives.
The Mechanism
This runs on three applied-psych levers:
Cognitive fluency: patterns that are easy to process feel true.
Contrast: you notice the benefit because you expect stress and get calm.
Affect heuristic: you remember the feeling, not the feature.
The Pattern
This is “emotion-first” performance marketing: stop explaining what the product does inside the machine. Show what it does inside the person.
The Framework
Translate the feature into a human sensation
Put that sensation in a scenario where it shouldn’t exist
Let the contrast carry the meaning
Connect it back to the product once, cleanly
The Application
A hospital rush, a chase, a crisis setup—then surprising serenity. You don’t need diagrams after that. Your nervous system already understood the promise.
The Synthesis
Technical doesn’t mean complicated. It means you must choose a shortcut. If you can’t make the benefit instantly felt, you’re asking for attention you haven’t earned.
P.S.
Pick one boring feature you’re struggling to sell. Write the feeling it creates in one word. Now put that feeling in the most stressful context possible. That contrast is your script.
Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.
