What are you chicken?

Keith's office. Keith is behind his desk. Out of his window, the lights of the Chrysler Buildimg have come on. David is holding story boards for a commercial in his lap.

David to John

'Should we show the boards first.'

John

'Well, this is a quick thought on the creative rationale for positioning El Pollo Loco. We were thinking how none of the icons of Fast Food are cool. The Bruger King, Ronald McDonald...Col Sanders. And no one would want to look like them. What if eating El Pollo could make you the kind of guy or girl people find attractive? What if you had...show the boards David....

David show Keith a board showing scenes from the commercial. John points to first frame. You'd hear a crazy guitar rift as a boarder goes down a ramp, close up of him catching air, back down and up the other side where he jumps off the board. Close up of his arm muscle and hand holding board. Fade to his face where he says: 'What are you chicken?' Product shot of an El Pollo Loco sandwhich. Internet three- frame, banner ads could show the boarder and sandwich, next frame how much protein/calories are in the sandwhich. Third frame: what are you chicken El Pollo Loco. I mean, their core group is teenagers/ 20-somethings.

David

'It's a challenge to try El Pollo Loco too. What are you chicken?' Hinting it's bolder.

Keith

'Is it bolder?'

John and David look at each other.

David

'What are you going to sell...a boring chicken sandwich. And Subway sold more stuff by selling their healthy sandwiches.'

Keith

"I like this...we have to flesh this out with surfers...'

John

'Motor bikes...'

Keith

'O.K. O.K. I have to think. I have to think out the creative rationale and how it would work across multi-media platforms.'

John

"So you like it?'

Keith

"Yes. It's a lot to work with...I have to flesh it out.'

John

"After San Diego's stuff?'

Keith

'No. They did a cartoon approach like some of our ads. Ads you and I did....but they hated the commercial.'

David

'Ah ha. The brilliant San Diego El Pollo team laid an egg.

Keith

'And got fired by Bernie.'

John

Better them than us.'

David

'Ruthless. I love it. Maybe you weren't a Hindi in another life...maybe you were a Bernie. Why is everyone nice in a past life.'

Keith

"Do you have any idea how much pressure I'm under...'

David

'What are you...chciken?'

John burst out laughing.

Keith

"Leave. Thank you my demented staff. I'll call you when I figure out what we need''

John and David leave. Keith is alone with a new account that was happy and now might leave.