Ad Guys: Hello Ford Motor Company.
Client: Hello advertising people.
Ad Guys: We are excited about the new Ford Cougar!
Client: Ford KUGA!
Ad Guys: That’s what we said, Kuga. Now, we believe people want more from a car than just various parts that make a car a car.
Client: Indeed.
Ad Guys: With all the fuss about the “environment” and being “green” and “carbon” “footprints” and the fact that this is a 4×4 with a two-litre diesel engine…. We want to take the “audience” in a completely different direction and not mention any of these things.
Client: That’s why we pay you the big bucks!!! Ha Ha Ha!
Ad Guys: Ha Ha Ha! Marvelous! Now, how do we sell a car today without mentioning it has a diesel internal combustion engine?
Client: …
Ad Guys: Well…. Studies have shown that the “modern” “consumer” does appreciate design. Therefore we can simply “challenge” the consumer to think about “design”.
Client: We would rather not challenge the consumer, our figures show it is far more profitable to sell them cars.
Ad Guys: Exactly! Lets sell some cars!
Client: Marvelous!
Ad Guys: Lets talk about how you got to “designing” the Cougar.
Client: KUGA!
Ad Guys: Yes, Kuga.
Client: Go on.
Ad Guys: This car is in an upper price bracket, our target audience think they know about “design”.
Client: Yes they do.
Ad Guys: Let’s make them feel the Cougar is a “design” “renaissance”.
Client: KUGA! Yes it is.
Ad Guys: Exactly! We can hardly wait to see the finished product.
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