Robbie and Ruthie talk Pickles

I’m grateful to Will for sending me this peach from The Ad Contrarian’s blog.

It’s true, us account men/planners can make life more complicated than necessary sometimes.

As this briefing conversation will show.

The phone rings:

ROBBIE: Hello.

RUTHIE: Robert, it’s your Aunt Ruthie.

ROBBIE: Hi Ruthie.

RUTHIE: Hello, darling.

ROBBIE: What’s up?

RUTHIE: I’m calling to ask a favor.

ROBBIE: Sure.

RUTHIE: My pickles are selling very well, and Big Save says they’ll put them in their supermarkets all across the country, but I have to do some advertising. So I thought as long as my nephew is a big shot advertising man, maybe your company could make an ad for me.

ROBBIE: Sure.

RUTHIE: So here’s what I want the ad to say… Aunt Ruthie’s Pickles are homemade, they taste wonderful and we use fresh ingredients.

ROBBIE: Well, okay, but we really need to think a little more about this.

RUTHIE: Um…okay…what?

ROBBIE: Well, first we need to understand the consumer.

RUTHIE: The consumer?

ROBBIE: It’s a…a person who buys things.

RUTHIE: Everyone buys things.

ROBBIE: Right…

RUTHIE: So how is a consumer different from a person?

ROBBIE: Um…it’s not

RUTHIE: So why don’t you just call it a person?

ROBBIE: Okay, so it’s a person.

RUTHIE: Okay so you have to understand this…person. Why?

ROBBIE: So we can know how they use your product.

RUTHIE: They eat it. How else do you use a pickle?

ROBBIE: Well, yeah…but why do they eat it?

RUTHIE: Because it tastes good. (PAUSE) Robbie, are you okay?

ROBBIE: I’m fine. You see, we have to analyze who we should be talking to in our advertising. We call that a target audience. Should we talk to women 18-49 or men 25-34 or…?

RUTHIE: Why don’t we just talk to people who like pickles?

ROBBIE: Well you see, the perception of your brand has to resonate…

RUTHIE: My what?

ROBBIE: Your brand…it’s the personality of your product…

RUTHIE: My pickles have a personality?

ROBBIE: Well, it’s not the pickles that have the personality, it’s you, it’s Aunt Ruthie’s Pickles

RUTHIE: My personality? I’m a pain in the ass. What the hell does anyone care about my personality?

ROBBIE: But Aunt Ruthie’s is your brand.

RUTHIE: I thought Aunt Ruthie’s was my name.

ROBBIE: And your name is your brand

RUTHIE: So why don’t you just call it my name? (PAUSE) Robert, are you having that problem you had back in college?

ROBBIE: You know I’ve committed to never doing that again…

RUTHIE: So why are you talking like this? Is this how you talk in your company?

ROBBIE: Well, yes. You see, Aunt Ruthie, we believe advertising isn’t really about selling your pickles. It’s about creating a relationship with your brand by having integrated communications that create advocates by over-delivering on brand expectations and creating relevant brand conversations…

RUTHIE: You know, honey, your cousin Stanley majored in English, maybe I’ll just ask him to write the ad..

ROBBIE: No, no….I’ll..

RUTHIE: Robbie, darling, you know I love you, right? And I would never say anything to hurt you. But listen to me, darling. You people are crazy.

Click

Twitter ye Not?

For those of you who missed my earlier post about Twitter you might have missed the burgeoning debate.  It really is getting quite heated.  Do feel free to join in here.

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