Commercials Over-analyzed: Accu-Chek Nano
INT. Company boardroom. Advertising team are meeting with today’s clients, executives from Accu-Chek Nano.
Lead copywriter: Well, let’s get started. Your product is not something people get excited about, if I may be so blunt. But that’s why you should be glad you came to us: we can sell products that no other firm can. Glucose meters aren’t sexy, they aren’t fun, there is no nostalgia to them. But they are necessary for a certain demographic, so we have to attack why Accu-Chek is the most necessary of all possible brands.
Accu-Chek Exec.: Mm hmm.
Lead copywriter: Your product is smaller, less invasive, less painful and more accurate—by 23 percent, to be precise. The sleek black design is a classic, unimpeachable look. Our campaign touches on all these advantages in a reasoned, sensible manner; the last thing we want is to appear as if we aren’t taking the health of our customers—and all people suffering from diabetes—as if we aren’t taking that seriously.
Accu-Chek Exec.: No.
Lead copywriter: Pardon me, sir? I didn’t catch that.
Exec.: No no NO NO NO! I hate it!
Junior copywriter: But you haven’t even seen the campaign yet!
Lead copywriter: Shut up. (to Exec) I’m sorry about that. She just believes in the efficacy this campaign. As do I. I really think, if you just let me finish—
Exec.: This is not what I envisioned at all! I want fireworks, I want people on the couch shaken from their stupor. Enthusiasm! Mania! Not reason. This campaign should be so fucking ecstatic about Accu-Chek Nano that healthy people want diabetes just so they can use it!
Lead copywriter: Sir, I—
Exec.: (stands up) You have one week. Good day. (leaves)
Client liaison: (scurries after Executives) I’m sorry about that, sir. They really are the best in the business. Now that they know what you want… (door closes behind them)