I have an expansive conversation with Orlando Wood, Chief Innovation Officer of the System1 Group, and author of the IPA’s best-selling and widely acclaimed publication, Lemon: a unique combination of neuroscience, cultural history and advertising research. Based on his extensive research, it’s Orlando’s view that the advertising brain has turned sour, and we really get into just why that is, where it all went wrong, why the different sides of the brain have something to do with it and why we should be afraid.