In a saturated marketplace - an ad like this is the trifecta: influential in its message, memorable and buzz worthy.
Will be interesting to see what the rest of the campaign shapes up to be.
This ad places on our shared human experience. If your siblings will say this about you - what would I think of you?
I work with 250+ small to mid-sized, independently owned agencies (200 FTEs or less) and this does not seem to be as big an issue for them. I think they have adapted to the new needs and demands of clients today.
Not suggesting they don’t have to stay nimble but for now, this trend is less significant for most of them.