There is a commercial for a new paint or stain by Behr which in my opinion is guilty of burying the lead.  I don’t remember the name, whether it is a paint or a stain, but I remember one line of the commercial that was accompanied by an almost impactful visual demo, had it been shot differently and had it been made the focus of the commercial.

The line buried in the copy was “One brush stroke does the work of two.”  The visual demo had two brushes laying two side-by-side stripes of paint that converged into one.  But it was shot at an angle which made it hard to see, and was built into a montage of multiple images which was beautiful but unimpactful.  Thus the client and the agency took a potentially meaningful idea and hid it in :30 seconds of me-too copy.   The footage is beautiful and I am sure it is on the agency’s reel, but it could have also been great advertising.

There is a lesson in this for all of us.  If you are lucky enough to have a real idea, don’t hide it.  Focus on it.