‘Stop! Don’t fast-forward. I love this advert!’ How often do you say that? Considering that some commercial breaks run to five minutes, not often enough. How about, ‘Oh no, not again, I can’t stand this advert’? Mm… nightly?

According to recent research by the Pull Agency, a brand consultancy, promotion that strains to impress consumers with a company’s progressive imprimatur is off-putting.