In what's sure to become a legend among ad folks, Arnold focus-grouped an "board-o-matic" of the classic "1984" commercial with real live people (who'd presumably never seen it) and then created this video, which includes "recommendations" from the focus group for the Hatch Awards, a well-known Boston-based award show.
As you may have guessed, the reason this will become legendary is that the focus groups hated the spot, generally considered one of the best TV commercials ever made, and their recommendations on how to improve it are universally awful.
Thanks to Catherine Taylor and her most excellent Adverganza blog for bringing this to our attention.
I've always wanted to take a bunch of famous movie scenes-- Rhett and Scarlett in Gone With The Wind, DeNiro in Taxi Driver, Cruise in Risky Business, Bogey & Bacall in Casablanca-- and make them into animatics, with agency people providing bad voiceovers. Just to show how absurd the whole notion of testing TV commercials in this format is.