How do you address the clear trend of people not paying attention to your ad during the commercial breaks on TV? They're either not watching at all during the breaks, or fast-forwarding through the ads if their programme is recorded; or, giving their attention to something else on a second or third screen. For whatever reason, people aren't glued exclusively to their TV screens as they used to be in those golden days of yore. With so much competing for our attention today, there's plenty … [Read more...] about Desperation driving ad creativity