She says if the show gets viewers to laugh once and cry once in an episode, then her team has done their job.

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Once-upon-a-laugh-track, many brands kept the humor strictly off camera, but Brand Keys has put one of those categories under the research microscope to see how humor is working in a field once thought far too serious to put in the hands of comedy: Car Insurance.

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"Some of us need to be hit on the head more than once, " he says with a laugh.

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Once they gather around the clubhouse for a brew and postmortem of the round, they would laugh or hate each other all over again.

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"I thought I'd be the one saying (to the children), 'You need to go back with grandmother, ' " she said, "I'd be visiting once a week instead of dedicating myself to buying diapers, " she said, allowing a brief laugh.

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