DUSTIN HOFFMAN DEMONSTRATES DAN O'DAY ADVERTISING PRINCIPLE

I've been looking for a copy of this for years. I remember the commercial from when it originally aired — which was before anyone ever heard of Dustin Hoffman. (Okay, anyone outside of the world of Off Broadway theatre, where he was considered a genius.)

In my Hypnotic Advertising seminar, I teach the value of what I call "Anticipatory Surprise": The first time you experience the commercial, it's a surprise. Afterward, each time you hear (or in this case, see) the spot you gleefully anticipate that surprising moment.

I also point out that the enjoyment is not of the surprise itself but rather of the moment immediately before the character reacts. I think you'll see what I mean the second time you watch this. (Sorry about the poor quality. But after all these years of searching, I'll settle for this until I find a better version.)