Best practices usually aren't.
WE DIE. You will never hear those words spoken in a television ad. Yet this central fact of human existence colors our world and how we perceive ourselves within it.
It's still a lean back, enjoy or a lean forward, be involved, enjoy medium. It's real engagement, real emotion.
TV has the longest recall. You remember what you've seen for longer; it has engagement and emotion. It's the most talked about.
Life is too short because we die.
People finally have permission to be human in the context of their work. That's the real Internet story.
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