The folks over at DIRECTV have a campaign going where they show just how awful and annoying cable can be. The idea is a strong one. If done properly, we should all be enjoying humorous ads that deliver a crushing blow to the cable industry while depicting DIRECTV in a positive light.
…Instead, we get a dentist sneezing into a patient's mouth. How delightful.
If they were attempting to disgust viewers they certainly achieved their goal. Perhaps they were a bit too successful. The whole sneeze is so disturbing it's fair to assume most viewers won't even last through the whole commercial.
When I think of DIRECTV I want to think of a horrifying situation where my mouth is pried open and sneezed in. Now that's solid brand imaging.