Well, maybe they didn't 'explain it'. :)
I'll snap a shot of the new billboard and post it. Or you can view the commercials (I don't watch TV, but I presume those are running on TV) The billboard is exactly like the board in the commercials (The one the guy uncovers) excepts it has "(boring) " under the word "Old" and "(Exciting)" under the word "New". Link to videos
[ ] < >
Old New
(Boring) (Exciting)
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This is what I was able to dig up:
The focus groups are partly real. The people participating are not actors, and their reactions are not scripted; however, the 'researcher' is Kerry Griffin, a Toronto based improv. comedian.
Advertising Agency: Ogilvy Toronto, Canada
Creative Director: Nancy Vonk
Art Director / ACD: Ivan Pols
Art Director / ACD: Tim Piper
Copywriter: Hunter Somerville
Photographer: Robyn Vickers
Published: 2007
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