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I agree. It doesn't hit mood like a Porsche ad or a Harley ad does. It reads all "research clumsy".

Not sure it's that complicated. I just think the client wrote it themselves and had a spare shot from an old brochure handy. But, I could be wrong.

Kev, you're probably right. Which makes my ranting seem dumb. They're spending a lot of money on it though. And I'd still question the wisdom of the brochure shot.

Perhaps we should openly distinguish between overt insights and covert insights. Not all insights should be revealed as you point out. I'm reminded of this story: years ago an agency uncovered the insight that big corporate types felt like helpless infants when flying on airplanes. The advertising used this insight and depicted a grown man's head on a baby's body.
Now, what grown man (or woman for that matter) wants to be reminded that they feel a bit helpless on a plane? They "outed" an emotion best left tucked away.

I think the campaign is the brief. Or, as Russell taught us in a workshop on creative brief, the "account man ad".
I mean I am an ex-bass-player-still-pretending-to-be-good-on-his chops.
I could recognize myself, let's say just to push it an inch forward, in a guy playing the air guitar, or the drums on the couch.
I don't like that much being reminded that I'm entering an age where:
A) spare time activities can injure my decaying body
B) i'd better keep it at home not to be perceived as a 30-something guy pretending to be hype...
Is this too harsh?

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