Agency plans to rescue advertising from ‘drowning in a sea of sameness’

Truth, the research unit of creative agency The Tenth Man, will help advertisers reach target audiences more effectively

20th December, 2020
Agency plans to rescue advertising from ‘drowning in a sea of sameness’
Anna Burzlaff, of Tenth Man’s agency, wants to help brands ‘cut through the noise’. Picture by Fergal Phillips

Last April, a few short months into the start of the pandemic, a video appeared on YouTube entitled Every Covid-19 commercial is exactly the same.

The video, which has been viewed more than 1.7 million times, cut together short clips of ads aired in the US in the early stages of the pandemic by global brands including Samsung, Kia, Apple and Budweiser.

Edited side by side, the clips revealed striking similarities in theme, messaging, tone and...

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