CREATIVE DIRECTOR: This Kingsmill ad, it's nearly there. But, I think it just needs something...you know... to lift it?
BROW-BEATEN, PISSED-OFF CREATIVE: Eh?
ACCOUNT MANAGER: I agree.
CREATIVE DIRECTOR: I mean, all this "good times" stuff is great...
ACCOUNT MANAGER: But the client's worried that that might exclude the "bad times"...
BROW-BEATEN, PISSED-OFF CREATIVE: Wtf?
CREATIVE DIRECTOR: And Kingsmill's all about "all of the time" - good or bad.
ACCOUNT MANAGER: We thought maybe if you put a "bad time" in there, it'd - you know- balance it...
CREATIVE DIRECTOR: ...Lift it...
BROW-BEATEN, PISSED-OFF CREATIVE: Oh, what, like put a fucking dead gradmother in there or something..?
CREATIVE DIRECTOR: Brilliant! That's it.
ACCOUNT MANAGER: And planning's got some research figures - if we stick it in at 34 seconds, no one will notice it. The negative image, actually becomes a positive.
CREATIVE DIRECTOR: Shit-hot and gold! It's perfect: we'll cue the dead grandmother at 34 seconds into the ad then...
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