Between the Lines: Coke to put faith in viewers

The idea of Nitro's Paul Shearer appearing on Italian TV to "sell" the agency's advertising for Coca-Cola's Aquarius brand may seem like a joke (page 1). But Coke is serious.

The idea is that two rival agencies each ask the nation to vote for their ad; the winning agency will get to run their work as a full-blown ad campaign.

Getting the viewers to decide seems like a reasonable idea; after all, isn't this just a smart, robust (and cheap) form of pre-testing? But if the idea takes off, agency beware. How many ads would viewers actually vote for to see?