Why do the Americans get these great Coke Zero ads and we get utter dross?
No macho rubbish, just plenty of wit, story and characters all based around a truth (that came out research), Coke Zero tastes like the original. It might borrow from Orange Gold spots but who cares?
Next tells you 'do a brand ad' show them this. There is no good reason not to start with product/brand truth, hopefully a truth about how real people use/think about/feel about the product/brand and work outwards. Failure to do this is either down weak thinking, weak product or silly thought processes.
Of course, these will generate all sort of brand equity scores etc, but they engage and entertain you into believing that Coke Zero tastes the same as Coke original. And feel a world apart from the macho antics of other brands (and Coke Zero in the UK)
We're men and drink Pepsi max, it's not diet drink for fairies.