« Studio 60 captures creative angst. | Main| Grey Goo melting online world Second Life »
TBWA: "So...there you go. We think 'Dogs Rule' will really resonate with dog lovers."
PEDIGREE SENIOR: "Yes, it's great."
PEDIGREE JUNIOR: "But won't it alienate cat owners?"
TBWA: "Maybe. But this is dog food."
PEDIGREE JUNIOR: "Yes, but what about multi-pet families? I mean, those people aren't just for dogs. They are also for cats....maybe this should be, 'Pets rule!' I don't think that kills it."
PEDIGREE SENIOR: "No, it doesn't kill it."
TBWA: "Actually, it does kill it. This is aimed at dog people. 'Pets Rule' isn't the same at all. Dog people, even if they have cats, are going to respond to this."
PEDIGREE JUNIOR: "You creatives are so sensitive about your work. I'm just worried about the cat lobby."
TBWA: "There's a cat lobby?"
PEDIGREE SENIOR: "Yes. And they're....reactive."
PEDIGREE JUNIOR: "Look, our holding company also makes Whiskas. If people put two and two together we're really in the kitty litter. So to speak."
TBWA: "Sigh."
We tease because we love. Great advertising is hard work. Here's to TBWA and their clients for talking it through and going with a great idea. Dogs rule. So, does the campaign.
TrackBack URL for this entry:
https://www.typepad.com/services/trackback/6a00d8341ce32a53ef00d834b9dcb353ef
Listed below are links to weblogs that reference Fake ad conversations you just know are real #1.:
Record a comment from your computer right now. Be pithy.
Everything I need to know about advertising I learned from Star Wars
We've all been there haven't we. Why is advertising full of people with the power to say no? I've posted this on my blog too. Stan x
Posted by:Stan Lee | October 06, 2006 at 04:46 PM
Ex-copywriter, now multimillion seller novelist, Bryce Courtney often tells a story to Aussie copywriters that all his books sell roughly the same each time.
Except for the book with a cat on its cover.
His publisher reckons it's because he alienated dog owners.
I think he may have agreed.
Posted by:Glenn Peters | October 10, 2006 at 09:51 PM