adchick

We developed a great strategy for a little family business and, over the years, have made them the one to beat.  We created a four-word tag line that is directive and memorable and, even though the owner stars in his own ads, everyone in Hooterville eats it up.

They hire us about once a year to develop a new 30 second TV commercial. I decided it was time to take the message to a different level. I showed him the idea, let him hear the music, and explained the how and why of the concept in great detail. His people heard it, too.  They approved. We proceeded.

And they hated it.

Turns out he had run his own little focus group, the majority of whom were TV salespeople, some friends and of course, his family.  “I seen your new add last nite, and man, it’s not you.  I know the Chick is good, but maybe she’s run out of ideas.” I kid you not.

There’s so much more to this silly little story, but the bottom line is:  He wants to come to a “settlement” on the bill and start all over.  He “loves” us and wants us to do the work. I’ve invited him to come to our studio tomorrow morning to discuss the situation.

Clients have the right to not like the creative we produce. But when it’s calculated, shown, explained, shot, edited, re-shot, revised, APPROVED, and the final is uploaded for station access, then pulled off the air because Bubba didn’t like the add, settlement is the last word that comes to mind.

Stay tuned.