A planner walks in the room, sits down across the table from a team of disinterested creatives. She sternly ruffles through her papers to find her just completed creative brief.
She says, "Listen guys, we've gone about as far as we can go with this whole 'squeezably soft' thing. There are far too many other soft brands on the market. We've done double soft, triple-layered and quardruple protection. The research indicates that a quint is simply not a credible claim. We've lost our USP. But I've got something even better."
The creatives lean forward, listening intently for the first time.
The planner continues,"so here it is, the new proposition is...we don't leave specs of soiled toilet paper stuck to your bum."
Silence befalls the room.
"So your challenge is to tell people we don't leave the specs without inducing a collective audience vomit."
The creatives gleefully exchange glances around the room before shouting in unison, "Bears!"
And thus this disturbing fail whale was begat.
Well, it works for me. We know that bears do shit in the woods and they do after all have exceptionally hairy arses.
Posted by: FishNChimps | December 22, 2008 at 08:11 AM
Funny story, Paul. So "agency". I just can't "bear" these split screens, though. Besides that... this is obviously a Gold Lion in Cannes 09.
Posted by: Luc Debaisieux | December 22, 2008 at 01:38 PM
Bears play football??!!!
Sheesh. You think they would at least do their research. Everyone knows bears play play soccer!
(apologies to the European fans for the US use of soccer and football)
Posted by: Sean Howard | December 23, 2008 at 10:08 AM
Funny. I thought Bears were lumberjacks, miners and truckers. At least that's what all that spam is telling me.
Posted by: Colin McKay | December 23, 2008 at 04:44 PM