ChittahChattah Quickies

The Writer of a Cat Food Commercial Confronts a Focus Group [] – This “Short Imagined Monologue” by Mike Gallagher has a little fun with the unfortunate power dynamics of a focus group, and the struggle those behind the glass can have accepting the feedback that they are asking (and paying) for. Fault must lie at the feet of the participants, who are clearly incapable of understanding!

I don’t mean to startle you by barging into your focus group like this. Everything’s cool. I’ve been watching you guys from behind the one-way mirror there and I thought I’d make my presence known. Normally I’m content to just chill behind the glass, make disparaging comments to my fellow observers, and eat handfuls of M&Ms. And while I know this is “highly irregular” I feel like I have to say something to help you better understand the overall messaging, the gestalt if you will, of the TV commercials we’re testing here today. Not to take anything away from Fiona, your lovely and talented focus group moderator. Hey, she’s doing a great, great job… I don’t think you people truly appreciate what’s at stake here. We, all of us, are tasked with “redefining” the pet food commercial from the bowl up… What’s concerning me is that my work may be too- strong for you groundlings. Too avant-garde. So this one time I’m going to explain it very slowly and in terms you can all understand. Like captions for the “Thinking Impaired”.


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