The Eyes Of The Media Literate.

We all know the ad, but a schools TV documentary entitled Advertising Uncut featured a number of voxpop reactions to it. Most notable for me was the comment from the viewers that they were surprised that real balls had been used. The assumption of this generation (late teens, early 20s) and maybe others is that effects are CGI.

So maybe the spectacular is unspectacular (but still beautiful or inspiring); perceived authenticity is limited to the simplest things; and aspiring movie directors won't get their high-concept storyboards approved?