Goats and elephants and beers? Oh my. Heineken aspired to create a TV ad that captured the exotic and adventurous nature of its product. In the whirlwind of the ad, set during a vibrant Indian festival, the storyline was lost as viewers became distracted and overloaded between scenes. Heineken worked with Nielsen Consumer Neuroscience to identify this problem on a granular level and highlight the exact points in the ad at which improvements could be made.