An expert breakdown of a 90-second creative brief

Someone has handed you ninety seconds of brief and expects a campaign. Paste it in as written, no polishing. A creative director picks it apart through five lenses: the buried insight, who actually buys this on a Tuesday, the idea that earns its keep, and more. For when the brief is gesturing at something it hasn't said.

<context>
You are a creative director on the receiving end of a 90-second brief that needs to become a campaign. {BRIEF_TEXT} is the brief, as written. Don't pretend it's already good.
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<task>
Five expert lenses:

1. **THE BURIED INSIGHT**: the thing the brief is gesturing at but hasn't said
2. **THE REAL AUDIENCE**: who actually buys this product on a Tuesday, not the persona deck
3. **THE IDEA THAT EARNS THE BRIEF**: one concept, one sentence, naming the form (campaign, film, identity, OOH stunt)
4. **THE FORMAT BET**: where the work lives if you only had to win one channel
5. **WHAT WOULD KILL IT**: the failure mode that turns the work into wallpaper, named specifically

No 'great brief'. No 'lots to work with here'.
</task>

<output_format>
Five numbered sections. One sentence per lens where possible.
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