Women, consumers.

I'm wearing this hat ordinary people, because I'm an ordinary person.

But I'm a filmmaker fascinated by this subject.

I've always been fascinated by advertising.

To be honest, I hate it.

I don't like advertising on television.

I don't like advertising Internet.

I don't like being sold anything, so I'm not a good consumer.

But yet the damn thing works.

I mean, if you look back at 1960 advertising agencies controlled television, which is what we also at the time advertising agencies picked the programs designed.

The program's not the producers, not the networks.

It was controlled by marketing advertising.

And let's put aside for a minute, whether you love it or hate it when you think those people are evil.

It's a very skilled profession with a huge amount of research into what it is that motivates people to buy.

And I remember when I was working in those days, I did do commercials in those days.

For a while, I couldn't stand the profession and I got out of it.

But when I did a commercial, somebody told me, If you say Pepsi three times in the ed it sells.

If you say Pepsi 10 times in the Edit sells more at that time, we were being motivated by how often we see the product.

And advertising continued to try to a first attract us, make us buy, but also keep us watching as soon as we got the DVR and the remote switch.

Oh, thank God we could turn off the ed click and, boy, I do that all the time.

Do you?

I'm interested in hearing.

So the time is around.

1965 1966.

It's the sixties where the baby boomers, where being sold constantly as you're about to see in this clip.

Now, remember the baby boomers with the generation that was pushing aside commercialism.

Advertising money shouldn't have money.

At the same time, we've been sold clothing in style and fashion everything else right and advertising was trying to keep up with the times, so we saw more African America is more Chinese people arm or other people, and we saw women in a different way.

This was the women's rise, not the women's movement.

But the women's rise More women were working not because they want to do necessarily, but they had to.

It was two income families, and this ad was selling to this new kind of woman.

She's free, She's alive.

She could do what she wants.

It's pure baloney.

The question is, did it work now?

I don't know the answer to that question, but I can tell you ads like this Diz work.

The sixties was a consuming time.

We had a lot of money and we spent a lot of money.

Is there a kind of advertising that works today?

I mean, advertisers are still spending billions tens of billions of dollars to reach us to sell us.

I'm interested in your comments because I want to know.

Does this did this work on you?

If you were around at that time, this kind of consuming woman, were you one of those cause tens of millions of Americans were.

And I assume other Western countries as well.

And today what kind of advertising works on you?

Does any advertising work on you?

Is there anything that gets around your filters?

I don't want that.

I don't need that I'm not gonna look at that and basically sells you.

And there's one other thing to think about here.

Millennials, millennials are the hardest group to reach.

I love that.

That's one of the reasons I like millennials.

They're a generation too hard to sell.

So baby boomers and Gen X advertising agencies and older advertising engines know how to reach you.

But they can't figure out how to get the millennials, and they're always struggling with what kind of advertising will the Millennials want to see and believe?

Millennials are very suspicious of advertising.

I think that's a good thing.

Before we get often, show you the clip.

I just want to say one thing does work on me.

If you're risking Facebook, when I see a Facebook sponsored ad one in 20 times, it's exactly what I'm interested in.

That's why Facebook is making billions of dollars 99% of time ignored, 1% boom.

I want I want that Harry Aid.

I want that new light for my camera.

I want that new microphone.

It's hitting me, it's working on me.

What's working on you?

Take a look and then let me know what you think Here she is.

She is single and fun loving.

She's engaged.

She is newly married on not so newly married.

She has no Children.

She has one child.

She has many Children.

She even has grandchildren.

She may be exclusively a homemaker, or she may hold a part time job or she works in an office full time.

She enjoys her leisure time.

She participates in community affairs.

She's at the 02 degree she travels on, and she spends money.

In any case, our consumer is a real person, one of a large group of individuals that make up our consumer world.