Browsing: Results don’t lie

Probe Toby: TBWA\’s chief creative officer agrees to live lie detector test for ‘Results don’t lie’ climax, asks for reader questions

Whybin\TBWA’s ‘Results Don’t Lie’ campaign for the 2013 New Zealand Effie Awards put a few creative big-wigs from New Zealand’s advertising industry in a dark room, gave them lie detector tests and asked them about the legitimacy of their most awarded campaigns. The results have been comical and controversial in equal measure and, with awards night looming, the agency has stepped it up a notch, announcing that one of its own—​chief creative officer Toby Talbot—will take to the stage for a live polygraph test as part of the evening’s proceedings.