National test screenings of Limited Life’s latest not-yet-aired life insurance commercial reveal what no one at Biddle & Hawthorne had foreseen: Nobody is buying seven-year-old Billy as the son of the genial actor who had swept all markets as the most “dad-like”.
“The ‘son’ doesn’t even cry when his ‘dad’ dies,” Marge P. of Trenton, NJ, wrote on her survey.
The kid’s gotta go.
Billy’s mom writes an outraged letter to the agency, claiming it is unwittingly responsible for the beating Billy receives, post-rejection. But no one at B&H believes someone so incredibly dad-like could or would be so cruel.