Spot on! I think we have a similar problem with TV / video ads. Many of them are funny or intriguing the first time you see them (so they perform well in "one-s

Spot on! I think we have a similar problem with TV / video ads. Many of them are funny or intriguing the first time you see them (so they perform well in "one-shot" tests and focus groups), but after five views they start getting exceedingly annoying. A counter example is a State Farm's ad with a guy sitting quietly on a couch and watching TV for a few seconds; I find it very effective.