Mythbuster: The failure to realise that positive is not always good

Les Binet and Sarah Carter
DDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the failure to realise that positive is not always good

We came across something unusual the other day – two words not often heard together. But two words that remind us of a common myth. The scene was a research debrief. Two alternative ad ideas had been explored in qualitative research. It was a tricky bit of research to interpret. This was a new campaign. The two routes were very different. And the stimulus material was rudimentary.

One idea featured vignettes of different people enjoying the brand in everyday scenarios, set to a great soundtrack. Everyone said they liked this one in the groups. The other idea featured a darker, tongue-in-cheek depiction of the lengths that a character would go to enjoy the brand. A few people loved this. Others strongly disagreed.