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.

Ad Guys: Hello Berocca.

Client: HELLO AD GUYS!

Ad Guys: We are excitied.

Client: SO ARE WE!

Ad Guys: OK, that’s great. What we want to do is take Berocca “online”.

Client: WE HAVE A HOME PAGE ALREADY!

Ad Guys: Yes! we know, we want to create a “viral” campaign that will make people “more aware” of Berocca and its huge list of benefits.

Client: WOW! A VIRAL!

Ad Guys: These “internet” figures will show you that people watch videos online all the time. Now with online video there are no media costs, this gives us more money to spend on coming up with a great idea that people will love and “forward” to all their friends. The impressions can be in the millions with no media spend at all!!

Client: YES! INDEED! I ONCE WATCHED A VIDEO MY SECRETARY SENT ME OF A DOG RIDING A SKATEBOARD! SO AMAZING IT WAS THAT I TOLD MY WIFE ABOUT IT WHEN I ARRIVED HOME!!!

Ad Guys: Exactly! that’s why it is called a “viral” because it spreads just like a virus.

Client: So what is your idea then?

Ad Guys: Well… we were thinking something subtle without branding so it doesn’t look like an ad…..

Client: WE NEED TO BRAND IT! OUR BRAND IS LIKE OUR SOUL!

Ad Guys: OK…. we can look into that.

Client: WHEN WILL IT RUN ON THE TV?

Ad Guys: Actually…. it is a viral, we “seed it” “online” and allow its own integrity to get users to spread it….

Client: WE LIKE AD ON THE TV!

Ad Guys: There is no reason why we can’t look at a “TV” “viral” campaign….. In fact it will only make “more” “people” see it!

Client: HOW CAN WE BE SURE PEOPLE WILL LIKE IT AND TELL THIER FRIENDS? WE CAN’T SPEND MONEY ON SOMETHING THAT PEOPLE MAY NOT WATCH!

Ad Guys: Well…… maybe we can look “online” at what has “viraled” in the past and use a similar “tone”.

Client: GREAT IDEA! I SAW A VIDEO WHICH WAS GREAT AND LOTS OF OTHER PEOPLE SEEMED TO HAVE LIKED IT AS WELL!

Ad Guys: Well… we have some ideas that may reflect the brand….

Client: HERE IT IS! I FOUND IT ON THE YOUTUBE!! HA HA HA HOW DID THEY DO IT?????

Ad Guys: ………

Client: I THINK WE SHOULD DO THIS!!

Ad Guys: Great! Yes! Studies have show people will respond to things that have been done before, they don’t have to create “new” “thoughts” they can reuse old thoughts which is more efficient.

Client: FANTASTIC!!! WE ARE LOOKING FORWARD TO THE FINISHED PRODUCT!