9/30/10

how an ad came to be

"ok everyone, so we have an ad assignment for the CSO."

"the Caltech Submillimeter Observatory?"

"no, the Chicago Symphony Orchestra. they're one of our clients."

"do you remember when Caltech rewired the scoreboard during the Rose Bowl to show they were beating M.I.T.?"

"seriously, terrorists could learn a lot from Caltech students."

"guys, let's focus. CSO. ad. here are copies of the brief. please pass them around. now as you know, the CSO has a new conductor, world-reknown maestro Riccardo Muti."

"i've never heard of him."

"yeah, how are you defining 'reknown'?"

"or 'world'?"

"look guys, this is big. we're talking about a Maestro who has already become a part of musical history and musical interpretation. it's Chicagoans' chance to observe a Maestro whose artistic creed lies in bringing precision, discipline and respect to musical scores."

"you're reading from a website."

"the point is, this guy is well-known for being bold and brilliant. this ad needs to clearly communicate that."

"if people know that already, why do we need to tell them again?"

"BOLD and BRILLIANT."

"fine. anything else?"

"yes. the CSO is having an ongoing problem with people showing up holding other people's tickets. we need to make it clear people have to have their own ticket."

"wait, what?"

"what what?"

"why would people show up with other people's tickets?"

"yeah, and why would that be a problem for the CSO, if the place is filled anyway?"

"listen, we're not here to question things. the client made it clear that everyone has to have their OWN ticket. let's make sure we emphasize that."

"where's the ad running?"

"a lot of symphony patrons take the bus, so we're doing bus shelters."

"seriously?"

"shouldn't we also be looking into a tray liner partnership with Hardee's."

"just bus shelters for now."

"so... basically, the symphony isn't worried that its audience is dwindling and aging."

"that's not in the brief."

TWO WEEKS LATER...

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