Remember Ernst Gombrich's beholder's share, writes Jeremy Bullmore, and turn your audience into accomplices.
The executive creative director, in his signature black roll-neck sweater, has just presented his proposed campaign to the senior client; and the client is silent. Eventually, she says: "Thank you, Alonso. As I'm sure you'll remember, when we signed off on the creative brief we agreed that our core proposition should be that we are the caring company. Yet – and correct me if I'm wrong – I don't believe the word 'care' occurs anywhere in the work you've just shown us."
Alonso rolls his eyes....