How many things are you working on right now where part of the strategy/truth is about “getting back to ‘normal’ “? I love the Heineken spot and the Dos Equis one, but how close are we to tiring this angle? More importantly, are we wrong to be using this approach so soon?

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Zero thankfully

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We keep killing those. We almost did one but the script just changed. Now normal is the only truth!

Ugh - I hope we never ‘go back to normal.’ That just reeks of raw capitalism. Yes: it’s too soon. As in, please let’s never. Hello? Anyone? Didn’t we learn anything from this? Also hello: the earth is burning and flooding. Sea creatures are boiling to death in their shells. There’s no ‘going back to normal.’ There’s a way forward, though, I hope, and I hope it’s not ‘back to’ what it’s been for too long. UGHHHH

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