Second day of attending research groups to test (rather lame) TV concepts for a well-known chocolatey cereal. Happily, the concepts were not mine but the work of none other than the MAM.
Lacking emotional investment, I could watch with detached amusement from behind the two-way mirror as random members of the public failed to understand, and then critiqued, his quite simple adverts. Usually it’s agony to watch the half-wits and mutants they seem to find for these sessions tearing apart the fruits of your labours. The desire to smash through the window and leap into the room screaming ‘Stop being so FUCKING STUPID’ is overwhelming.
Not this time though. For comic relief the MAM (an unreconstructed sexist pig) had put an overweight, middle-aged aunt into his ad, who would crush reluctant children to her substantial bosom. As our focus group filed in, consisting of one elephantine woman after another, it was clear that this was going to be a tough sell.
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