Mythbuster: Details don't much matter
Les Binet and Sarah Carteradam&eveDDB
Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that details don't much matter.
We attended two fascinating research debriefs recently… for two different versions of the same TV ad. The brand was a health product, and the advertising idea was a simple one. Each ad showed real people who suffered from a particular health problem, and in each ad we heard how they had tackled the problem successfully using our brand. The ad...