I was walking through the streets of NYC and saw this bus shelter ad and all I could hear is the client/agency meeting transcript.
Client: “Hey Agency guys. Thanks for bringing this brand to the forefront of culture and more than doubling sales. We’ve increased distribution and the sales team is getting orders faster than they could re-route the beer trucks.”
Agency: “Thanks. It’s been a team effort…. We’ve got an idea. We’ve earned top-of-mind awareness with the TV and a cost-efficient way of sustaining that awareness is to run reminder outdoor in popular bar neighborhoods. We’ve comped one up.”
Client: “Well, where’s the bottle?”
Agency: “Well, the logo is big down there and ‘the most interesting man’ guy has 97% awareness and linkage to the brand. So we’ve got two strong branding elements there.”
Client: “But now that we’ve established ‘the most interesting man…’ idea we should get people to know the bottle.”
Agency: “People are not buying the bottle. They are buying the idea.”
Client: (Long silence).
Agency: “I’m sure we can get the bottle in there.”
Client: “Just make sure I sign off on it, alright?”
Agency: “Of course.”