Preparations had been in place for a long time. Every brand had a plan. Ready to run, the messages ready, the stunts secret but set to go. As surely as analog bunting was set to unfurl in strategic locations, the ads were primed. We’d focus grouped the jokes: just the right level of gentle. This was what we were good ad: occasion. There’d been rehearsals and run throughs but we were confident. At the appointed moment, our leading ads ran. Instantly the system kicked in and we saw our AIs respond and create the procession. And that’s when it happened…
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