I created this film for the opening of Hatch, the New England advertising award show. Many clients these days sometimes overlook the decades of expertise of people working in advertising in favor of the comments from the random people in focus groups who show up for 50 bucks and all the cookies they can eat.

So I wondered what would happen if you took arguably the most iconic commercial in advertising--the Apple "1984" Super Bowl spot, created an "animatic" of it and ran it by folks in focus groups. The commercial was not only the birth of Apple, but created the whole cottage industry of creating "buzz building" Super Bowl ads.

The people are real as our their comments. We screened for people who had never seen the original epic commercial. There was no trick editing. Would they like the most famous and successful commercial of all time?

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