The Secret to Stopping the Scroll 💡

22 Jul 2026 · 1 min

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In this segment, Elliott Botterill explains his "moose in the road" metaphor for creating ultra‑attention‑grabbing content. He frames the typical media consumer as a driver on autopilot, doom‑scrolling through feeds. To break this, marketers must insert a "big moose"—a piece of content or opinion that is so clear, obvious, and striking that it cannot be ignored. Botterill backs his claim with his own advertising performance, noting a spend of about £100,000 per month that generates roughly £1.1 million in revenue, illustrating the financial impact of such high‑impact content.

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What the hell is the moose in the road? Well, this is a critical concept that for us, where we spend around £100,000 per month on advertising and generate around £1.1 million in return, currently the moose is a critical element of that. So I want you to think for a second that people cruising in their car, driving on autopilot as you tend to do on these long drives, that is the majority of your audience when they are consuming media on their devices. Doomscrolling. Okay, now we need to throw a big moose in the way. What is that? The big moose is a piece of content, an opinion that is so flippingly clear and obvious and attention-grabbing you cannot possibly miss it.