We brought Dave’s disdain for bad marketing behaviour to life by personally targeting 20 large groups with 20 different ridiculous ads - and told them exactly HOW and WHY we were doing it.

Examples included:

Targeting people who had tweeted about milkshakes, where we told them we were selling them a new TV show just because they had tweeted about milkshakes.

And sending an ad featuring a female rock guitarist coming out of a cake to women we knew liked rock music and had a birthday coming up.

Rather than being upset at the intrusion into their lives, recipients responded with delight and forgiveness, congratulating Dave for his targeting and sharing our work.

4.1m people saw one or more of our 20 personalised ads, with more than 1-in-20 of the people targeted in our Twitter feeds choosing to engage with our strange content.

But more importantly, the ratings for Season 2 were 11% higher than Season 1

Making Modern Life is Goodish the channel’s FIRST EVER SHOW to grow its ratings in a 2nd season.

Proof that honesty IS the best policy.