Another team here - friends of mine - have written a script for a TV ad. It's an entertaining idea that's very much on brief, and would show off the product nicely. But, how can I put this, it's also silly. Of course, when the account team and the client check the idea against their brief and their target market etc, this problem won't show up.

Shouldn't the final test of every idea be to describe it to a 7 year old boy... to see if he says "but that's just silly"?