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Jonathan MacDonald is a respected thought-leader and entrepreneur in digital media and the co-founder of this fluid world (http://www.thisfluidworld.com), a strategic think-tank that helps organisations become fluid in the ever-changing business environment. Jonathan’s experience, contribution to the industry, entrepreneurial spirit and passion means that he is widely considered as one of the primary strategists in the digital space. He has been a Senior Consultant at Ogilvy, Sales Director of Blyk, Commercial Director of Ministry of Sound, CEO of a Sky TV channel, advisor to British Government, the owner of one of the first online music stores, and a Chairman of the Music Industries Association.
Thanks for your comment. Of all of them, I've found the one that summarises the difference between our two persectives - to quote you:
"And finally, yes, the winners actually are the public, since millions of people have seen this video and enjoyed it, had a laugh, and no one lost."
My point is that in an age where authenticity and trust is the best case scenario, I feel that acting in a nonauthentic way (for humourous reasons or not) is sub-optimal. I think it's Bodyform who lost - and what they lost was the opportunity to authentically connect with the public.
The next time they try, there is a chance that people wonder whether, again, they're actually 'joking'.
That's it. That's all I'm saying.