Wednesday, July 28, 2004

One for StoryBlog?

A 100-year old nail making company had grown to mega-size and was getting rocked by competition. The Chairman called his directors together and said, "We're stodgy and boring! Nails are boring! We need personality. We need to advertise!"

His executives called in all the top creative agencies. They picked the best one and told the chief, "it's gonna be great!" 3 months later, the Chairman gets a memo from the company CEO: "Our spot airs tonite. First slot, first break, during the six-o-clock news. It's brilliant!"

The boss gets home that night and settles in front of his big screen just in time for the commercial break:
The spot opens on something tan and out of focus with the sound of wind and crows squawking under. As we pullback, we see it's dirt we're looking at as the camera begins to pan and tilt up to reveal a post--it's a post in the dirt. The camera reverses direction, still tilting, and we see sky, then another reverse and another piece of wood, only it's horizontal this time. We pan along and see fingertips, and slowly pull back to reveal fingers, and a palm, and a big honking nail through the palm. The company logo comes up and a booming biblical voiceover says: "Try...Hobson's...Nails."
The chairman drops his scotch, falls out of his chair and leaps at the phone. He calls the CEO, "Idiot!!! You don't sell nails by saying we helped kill the world's biggest religious figure! Pull it, now! Get another agency and get it right, or you're fired!"

3 months later, the Chairman gets another memo: "The spot airs tonite. First slot, first break, during the six-o-clock news. We've got it right this time, and it's brilliant!"

Same setup: Chairman, bigscreen TV, scotch and first commercial break:
Open on an aerial shot, moving high over a shimmering desert. On the ridge of a huge sand dune in the distance, we see a dust trail. As the shot moves in, we see tiny figures running; closer still we see it's 2 people chasing somebody. Still moving in, we see the guy in front has white, flowing robes and a beard just as he runs out of frame. Closer still and we see the two chasers are wearing .... dresses? ....no, they're Roman soldiers. Camera cuts to the two, now stopped and exhausted, hands on knees trying to catch their breath. One soldier turns to the other and says: "Should have used... -WHEEZE- ... Hobson's Nails."

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