[The scene: George rushes into Jerry’s apartment early on a Tuesday morning. Jerry is sitting on his couch staring at the ceiling.]
George: Jerry, I got it. I finally figured out what to do for Evian.
Jerry: Thank God, George. I can’t come up with anything that doesn’t involve a little, ugly baby.
G: Baby, Schmaby, Jerry. We have to get the client away from babies.
J: But the "roller baby" video was a big viral hit, no?
G: Yeah, but remember what the client told us – consumers are now starting to think Evian is a baby formula company.
J: Wow. Then the current “baby dance” contest can’t be helping. I mean, who are these people who would send in a five-second clip of themselves dancing like a baby?
G: Jerry – Evian has already collected NINE HOURS of consumer video for that.
J: My God, who could watch more than five minutes of it?
G: They can’t. Listen to my idea. No babies. It’s genius.
[Jerry gets up and walks to fridge, and pours himself a glass of orange juice.]
J: OK, “genius.” Go.
G: We start with the Evian tagline – “Live Young.”
J: Isn’t that Pepsi?
G: No, they went with “Live For Now.”
J: What’s the difference?
G: Nothing. Forget that for a minute. Next: we answer the question “What’s living young got to do with bottled water” ?
J: Babies on surf boards?
G: No ! Think older. Like young adults.
J: Why do “young” people need to be told to “live young” ?
[Jerry sits back down on the couch, seeming frustrated.]
G: You’re too literal. Think about what’s going on in young peoples’ heads. Learning…[pause for dramatic effect]…wonder.
G: Wonder. W O N D E R.
J: I’m not getting the connection to bottled water, George.
[George sits on the couch next to Jerry.]
G: Jerry, you’ve heard of Pinterest?
J: Yeah. Who are THOSE people who have the time for that?
G: We take that idea and do it with video.
G: Evian builds a little website about “awakening your sense of wonder” and puts all sorts of strange, two-minute artsy-fartsy videos on it.
J: How do we get Evian into all those videos, George?
[George stands up and gestures.]
G: That’s the beauty part, Jerry. We don’t. No Evian in the videos. People will barely know it’s a site from Evian.
J: Wait, George. Let me see if I get this. To get away from crazy babies, we build a site for young people to look at strange videos, and tell them it is all about “wonder.”
G: Yes! You’ve got it, Jerry!
J: And this has nothing to do with bottled water?
G: Absolutely nothing.
J: [strokes his chin] Nothing.
[Jerry walks to the kitchen and puts his empty juice glass on the counter.]
J: And nothing to do with Evian.
J: And no stories?
G: No stories.
J: A website about nothing. I think you may have something there…[beat pause]…Why does this sound familiar?
[George breaks into a big grin.]