Expect the Unexpected...

If you can't write your idea on the back of my calling card, you don't have a clear idea. ~David Belasco

The client sold chocolates and candies...and was good in that...We ( My second agency which took me to Europe) handled the creatives and the going was smooth..they werent a trouble making client ..No IKE 's.. no shocking surprises... no tantrums.. a dream client....

They came up with a new type of candy which would cause a "revolution" as per their brand manager ..It was as normal as any other candy form out side and when one starts eating but as you go in.. voilaaaaaaaaa it rocks..it turns sour...funny...shocking.. and then slowly you start liking it...that unconventional taste of this new candy starts slowly tickling you, and by the time you finish it you fall in love with it......oooppppssss..... you even feel that all those sweet candies which you had been having all these years were bland and insipid.

The agency went celebrating...the product as described by the client ( for every crow and for even a crow, its baby would be the most charming, the most attractive thing in the world).. and before we guys could troop to the nearest bar for the success that was going to be ours ( the ad guys are bad guys---we celebrate the success that may come, will come , most likely come, shall come ,is coming, come, ohhhhh it didnt come...anything is a reason to celebrate..), the client gave the One liner that was what was going to be the brief....

Expect the unexpected...It said simply...

The brains cluttered together, confused, confessed and confined, astray and astute, wild and vivid, varied and voracious, vocal and vociferous....everyone thought thought and thought..but nothing evolved except crap and holy crap......

Finally the one evolved, did so from a junior client service guy who had just joined, who had an Egyptian father and a Danish mother ( he looked like Menses 2 the Pharoah of Egypt..and we called him MUMMY...) it was some story which some one somewhere had told him which had this climax.....

It was simply stunning....


( to be continued)..................