Much of these scripts were predetermined by what few claims legal approved and by the nature of direct response marketing. In order to try to explore new means of bringing call volume back up, this commercial was to explore what inherent value production costs really added to outcomes when a celebrity spokesperson isn’t in front of the camera. The approach also targeted an audience attempting to begin an active lifetsyle.
Ultimately the hoped increase in call volume was not achieved. This may be informed by correlational data that people who are watching TV when these ads usually ran were less likely to be physically active during the day. An inability to connect to the scenario may have depressed results.