This was a direct to client job where Foxtel asked me to offer some suggestions on a series of cheap 10 second idents for its Comedy Channel which I could write and direct. I really only had I night to think about it and went to present the next morning. Before I presented, I made a point of reminding them that The Comedy Channel isn't funny. You should've seen their faces. Going on I suggested that the shows The Comedy Channel runs are funny, not the channel itself. So rather than try and out funny the funny guys, why not simply demonstrate that we know comedy. Then I presented this idea. Classic jokes with the funny bits missing. Then they started smiling.