Jonathan Bond on Under the Radar Advertising

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Jonathan Bond is co-author (with his advertising agency partner Richard Kirshenbaum) of “Under the Radar: Talking to Today’s Cynical Consumer.”  He tells Anne Strainchamps about some of the innovative things he did in his TV ads for Snapple, and describes a couple of cases where advertisers used live actors to create living commercials that no one in the audience knew were commercials. And we hear lots of clips and a few extra parody commercials.