Did you read the jaw-dropping article in AdAge, “Tapping into the secret town?” It shows how Cavalry – The latest in “team” agencies, this one to handle the MillerCoors account goes undercover to get the insights that will help them create totally expected ads for totally shitasmic beer. They have this secret town “Palookaville,” in the middle of nowhere that they travel to in disguise (jeans and check shirts) every other week to chat with the “rubes” about what they are currently imbibing. They pretend they are locals, even though the bartenders ID them from their Chicago driver’s licenses. In order to create better beer advertising, they ask the bartenders why so many people are drinking micro-brews and craft beers… Do you think it might be ‘cos they taste better than the MillerCoors nuns piss? I mean hello… Fuck advertising, get the product right first. Nah, that would be logical. The big brewers don’t do logic.
That's a start!