'The Gruen Transfer' is named after "Victor Gruen, the guy who designed the very first shopping mall. The term describes that split second when the mall's intentionally confusing layout makes our eyes glaze and our jaws slacken... the moment when we forget what we came for and become impulse buyers."
And such is the idea behind 'The Pitch.' Can advertising be successful in selling us on ideas that are essentially un-sellable, such as bottled air, a ban on swearing, or moving the country's capital to a new location?
The below pitch requires the competing agencies to sell consumers on the idea of abandoning religion altogether. It's interesting that this particular pitch is something that we have seen in reality (although not on any mass scale, and certainly not on national television) via organizations such as the Center For Inquiry and the British Humanist Association. I'm not certain that this particular pitch is quite as fantastical as bottled air.