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You're right, it is boring. Four minutes of couples talking about themselves and none of them are Harry and Sally talking about coconut cake and chocolate sauce on the side, and even if they did we never had a one hour movie invested in the characters so... It's a feel-good exercise and not a hard sell, owning "Love" as a way to remind people that they should retirement plan, buy life insurance etc. I mean, that's a solid strategy for a life insurance company, it's just not the best execution I've seen.
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I preferred this ad over the other two, a shame it didn't air in the Super Bowl. When it's user-voted, groinkicks (or vagina-destruction) always wins.
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