The “Hey Honey” Test

Before we write or produce a commercial we always ask, would anyone watch it? After all, ever-increasing numbers are TiVO-ing out commercial messages, there’s more clutter, confusion and consumer bombardment than ever before. So above and beyond what you’d like to communicate in a message, it has to engage. When something really grabs our attention, it can still move us. Even (ideally) to the point of calling out, “Hey honey. Come take a look at this.”