Thursday, October 4, 2007
Arnold focus groups "1984"; finds it dreary
Almost everyone in the ad business has spent countless days, hours, weeks bemoaning how focus groups denude commercials of their original creativity. So what would've happened if Apple's classic "1984" was focus grouped? Arnold found out, by asking people who'd apparently never seen the spot how they'd change it—and it involved putting Apple logos on the t-shirts of the huddled masses, and the recommendation that the spot: "Use real people, preferably without gas masks. Make fewer references to Nazism" and so forth. Only one focus group member thinks the spot should be produced at all. Arnold produced this as the intro film to the Boston Ad Club's Hatch Awards, which were held last night, but that's incidental.