Planet Stupid vs Planet Johnny

John keeps re-reading the direction in the brief. 'They're a really conservative company who wants something wild!' What planet is that Account Executive on. Oh, I know John thinks: Planet Stupid. Of course, I'm on Planet Johnny so...ah, 'they will be testing 4 color ads with just a headline, visual and logo.' From that the reader must understand that Hoffmann-La Roche is a research driven pharmaceutical leader. John starts free associating words and visuals on paper. Bernie walks by, sees this and smiles.

labs coats                                                                                getting ahead
swiss                                                                                       cheese
molecules                                                                                 rearrange
petrie dishes                                                                             freezers
centerfuge                                                                                corporate culture
DNA                                                                                       ladder...corporate ladder
periodic tables                                                                          symbols
Human                                                                                     element
Stacey

'Hi. Oh great. You're working on my pitch. We'd like two word headlines.'

Keith, John's Creative Director

'Why don't we all grunt. You can work with her directly with her.  I won't. They won't get this anyway.'

Stacey

'Thanks Keith.'

Keith walks away.

Stacey

'He's a schmuck'

David

'Did I hear my name mentioned.'

Stacey

'Oh, another jerk. Why are you so annoying? '

David

'It's a gift.'

Stacey

'You are like this horrible little brother.  I was thinking of you when I first got up this morning...'

David

'Glad I was on your mind. Was I in your dreams?'

Stacey

"Nightmares.'

Stacey walks away.

David

'I'm the artist.'

Bernie walks by with another man.

Bernie to David

'So go art.'

David

'When you have ideas or headlines,  give them to me.

John

'I have two.'

Bernie looks at John, and then enters his office.

David

'Already'

John

'Well, the brief had basic research on the company. So it was easy. Look.

labs coats                                                                                getting ahead
swiss                                                                                       cheese
molecules                                                                                 rearrange
petrie dishes                                                                             freezers
centerfuge                                                                                corporate culture
DNA                                                                                       ladder...corporate ladder
periodic tables                                                                          symbol

John writes:

Corporate Ladder.....visual DNA molecule...

John

Look it up....it looks like a ladder. To me that says to get ahead, you have to know or be in research.

David

'It says Bernie won't be up my ass. No it's great.'

John writes:   Corporate Culture...visual...petrie dish

John

So that would say their corporate culture is research.

David

'Exactly.'

Man who had been walking with Bernie.

Fernando

'Hey Goldstein. You gonna talk or draw something.'

David  grabs a piece of paper and draws. Gives the picture to Fernando.

Fernando

'Well, I know it's not a picture of your dick. It's too big.'

Fernando walks away.

David

'It would be dark if it was yours.'

Fernando

'Something for the ladies.'

David

'Writes those headlines down and I'll look up visuals. This is great.'

John writes them down and David walks back to the art room. At the corner, two people almost crash into each other. So close, John thinks as he grabs another pitch file.