Sometimes they ring the doorbell.

Sometimes they simply appear in people’s bathroom discovering germs in their toilets or in their mouths.

Sometimes they pop in the TV asking about somebody’s digestive system, clothes’ stains and if the victim wants to try a new brand of yoghurt or detergent.

The reporters from the commercials.

Always wearing suits or lab jackets, holding their microphones displaying the brand logo to the camera.

They just can’t find the answer of one simple question:

Why brands insist on this format?

It is not because of the originality, for sure. And, I hope, not for the credibility.

Is it because it worked in the past and the research say it’s good, unbeatable?

I just don’t understand why the same companies that develop, almost every day, new features, active ingredients, flavors, smells and packs for a simple cleaning product, yoghurt or mouthwash can’t have a new commercial, too.

But I know what would work.

We could send a reporter to the house of the man who tells his agencies to do these commercials.

And our fake journalist would ask him:

“Can you change your traditional advertising formula for a brand new, original, powerful idea?

We will return in 60 days to see the results. You will see the difference.”

- Fabio Seidl