I totally agree. I think conveying what is different about AH while "selling the challenge" like "Think you're up to the challenge?" or "Are you ready to rise to the challege?" These make good themes for an ad, IMO.
Any specifics from my talking points you think could be improved upon? (That was stream of consciousness stuff, not something I planned.)
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Ryno
Your audience will give you their language...Think you're up to the challenge is my age demographic...but the kids are all about pwnage. You need to get JOAchim, Lazer, Bluberry, etc....the 20 something's and younger.
Write it up and send it to them to convert it to verbiage their demographic will respond to. I'm betting on JOACHIM and Dolby (you'll need him for the UK) folks.
Youtube is a vogue medium and you can take pop culture liberties there. These kids need to know they are going to spend 6 months getting the pizz kicked out of them and that will get their attention...why? Because they're the xbox generation. This ain't xbox...you can't buy your way out of a furball.
See, guys like me, Fugi, AK...and older, we don't care because we are connected to WWII through family members...kids today can't even remember the Vietnam War or Bosnia much less WWII so you have to attack that audience differently.