Sell the joke

My notes from a composing job with an ad agency:

Spent 3 and a half hours with Lorenzo trying options. Went with modulation. Client didn't like it. Maybe try leaving a chord out, after the IV chord, then resolving back to the I when he says "Except my apps".

From client: "Feels heavy instead of brighter, more hopeful."

From creative director: “Foreshadow the positive outcome: coming together.”

Move last chord later, to: "It's funny". Sell the joke.