D is for Distraction

Mmm, distractions. Something we secretly hate that we love — like the cheeky Mars Bar at the petrol station, or singing along to Sabrina Carpenter at whatever age we are.

These days, when we do get distracted, we’re sometimes ashamed to the point where we label ourselves with a string of letters to make it okay.

But getting distracted is okay. And if you got distracted by an ad or a post — even better. Take a moment to think about why. Because distraction is the aim of the game in branding and marketing. We marketers are trying to distract you — like we’re trying to catch the eye of someone we like.

But here’s the truth: distraction is just attention in disguise. It’s that split-second when your brain looks up, even just for a flicker — and that’s your chance. That’s the moment your message can land.

It’s not just creative instinct; it’s neuroscience. Your brain is wired to notice novelty — a pattern break, a familiar face, a story that draws you in. Marketers didn’t invent distraction; we just learned how to make the most of it.

We can try all the visual hooks and hijinks, but your audience is most likely to be ‘distracted’ when they recognise something familiar — if you’re part of their tribe: a loyal customer, a family member or friend, an industry mentor, or a champion of their business.

They’ll also be distracted when they see something in your life that reflects theirs. Start a reel with a ‘you’re a normal person like everyone else’ moment — walking onto the screen, adjusting your glasses, topping up your gloss — and you’ve created a pattern interrupt. Once you’ve got their attention, be ready with your message.

I think the word ‘distraction’ gets a bad rap. I think it’s beautiful — like a kaleidoscope. And as marketers, we know distraction isn’t a failure of focus — it’s a window. A moment of possibility.

So, what? Distraction isn’t a flaw to avoid — it’s a powerful human behaviour to work with. In a world of content overload, marketers must stop seeing distraction as a nuisance and start using it as a strategic gateway to attention.

Instead of chasing attention outright, create moments of meaningful distraction — ones that feel familiar, human, emotionally resonant. That’s how you earn a real connection, not just a glance.

If your brand can cut through the noise and make someone look up, feel something, and remember you — that’s not just marketing. That’s magic.

And if you're feeling numb to that magic. Email us. We love to distract.