He'd prefer to see them try to "crack the code for the big family comedy, " a la Family Ties and The Cosby Show, since its broad-based appeal and subsequent financial upside is that much greater.

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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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