So I tested it on my long-standing, but often sitting adverts focus group. Here's the transcript:
Leader: what do you make of this advert?
- The sun's not out, they've got that wrong.
- They must've thought August would be sunny.
- If they thought it would be sunny, why is he getting rained on?
- Is that rain?
- He might be in a shower.
- That's a nasty burn he's got on his chest. Maybe the shower is helping.
Leader (sigh): let's move on.
- He looks like he wants a fight. I often feel like punching, in the shower.
- Is he on the phone, though?
- Don't be stupid, that's a fist, ready to hit someone.
- Is he that boxer?
- Is it about gang violence?
- That's how he got the burn, isn't it. No wonder he's angry.
Leader (prompting): What do you think 'Tatts' means?
- No idea.
- Tattinger. He's just won a fight, if he's that boxer.
- Taters - potatoes, I mean. That's what we call them in Yorkshire.
- Is it a mistake - did they mean twats?
Leader (forcibly): Can you see the L'Oreal products?
- L'Oreal? That's for women, isn't it? Creams and all that.
- Must be to help his burn.
- Is it saying if you feel angry about your burns, don't go punching anyone, jump in the shower and put some cream on?
The group is hurridly closed.