Chris Edwards, executive vice president and group creative director at Arnold Worldwide, said, “The whole idea behind the quiz is: ‘Are you New England enough for this coffee?’ If you are from New England, you will get these references.”
[via Boston Globe]
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Yeah, well…I grew up in NE, and I think some of the jokes are humorous, but to me this is typical of one of those lazy, clever ideas with a _huge_ creative flaw in the premise. Why is some guy basically quizzing his good buddy on whether or not they grew up together? The whole setup is sloppy and forced, and that just makes it all hard to swallow.