Contintuity Product’s original approach was failing. This was in part due to a changing market, including how and where ads were being viewed.
A series of legal losses prevented them from using some of their best performing spots. In order to explore a new tone and direction, the first assignment was to create a commercial using stock footage to test the waters regarding new approaches.
This spot performed reasonably well at first before dipping slightly. The reason for that is unclear beyond that it may have simply been an initial correction and the spot wasn’t direct enough for its format.