Rexall: Frank talk from Frankenstein.
The result is clever in more ways than one. On the one hand, it includes all the testmonial copy a client could want, all that copy that routinely bogs down ads in the category. On the other hand, it's very funny, thanks to a bone-dry performance and subdued direction from Hungry Man's Bennett Miller. "The humor of it is based on the sincerity of the character," Bednar says. But the situation makes it hilarious. He basically just gives you the message. The concept makes it funny." And although one might wonder how such a left field concept will play with the target audience, Bednar says the client was persuaded by focus groups when "everyone who saw it got it."
"It became a nice embodiment of what the target audience felt, but also allowed us to be a little more creative." he says.