A GENIUS AD FOR DENTAL FLOSS
You just started work for an advertising agency and your boss has given you your first assignment: come up with an ad for Colgate dental floss.
“Show me what you’ve got,” he says. “I want something ingeniously clever,” he says. For dental floss??
You retreat to your desk in a panic, wondering how many fingers of Famous Grouse would it take to think of anything clever about dental floss. And all you’ve got is coffee and plain water, no FG. You stare at your computer screen.
After a while, you come up with three photos, each of a smiling couple. You entitle the ad What Do You See? At the bottom, the ad says, “Colgate Dental Floss – for if you don’t floss, it’s the only thing people will notice!”
You show it to your boss. He studies the three photos, puzzled. “What’s so clever about this?” he asks dismissively. “Three guys with food in their teeth, so what?” Quietly, you request he look at the pictures again:
Your boss scrutinizes your work again, looking up at you often with a doubting smirk. All of a sudden, his eyes go wide, he looks again and again, then up at you to say, “This is genius.” He shakes your hand in congratulations.
What did your boss finally see? That if you have spinach stuck in your teeth, no one will notice anything else.