"Ding-dong!"
"Hello! Thomas, how's work today?" A sharply dressed man with slicked-back hair greeted his colleague with enthusiasm as he walked past the elevator attendant.
Thomas, the one being asked, was leaning weakly against the elevator railing with a pallid expression.
"It's awful. If I can't produce outstanding sales results next month, I might get fired!"
He loosened his tie, feeling that the cramped space was suffocating. It was hard to believe that he had once thought this elevator had plenty of ventilation when he first joined.
Jovan, the man in the suit, made a playful face behind Thomas's back.
Thomas was in charge of the company's baked beans brand. When it first launched, sales were booming, and it was the company's star product.
But now… With more new brands emerging, the sales of this relatively expensive and traditionally flavored baked beans had been declining. If this continued, he would undoubtedly face severe criticism from the board.
Jovan, seemingly relishing Thomas's discomfort, glanced at his grim face through the shiny golden-patterned walls.
But he was still trying to comfort him: "It's okay, Thomas. Haven't you started the advertising pitch? I'm sure you'll find a creative agency that can save the sales."
He smirked silently, clearly not believing his own words.
Thomas did not respond, only looked up at the elevator's floor indicator.
30, 29, 28…
For the first time, he felt that the elevator was moving so slowly, as if it were traveling from heaven to hell.
"F***!" Thomas couldn't help cursing, unbuttoning his suit jacket.
The elevator continued its descent.
21, 20… 15, 14… 2, 1.
"Ding-dong!"
Thomas quickly exited the elevator, and Jovan hurried to follow him as they descended a long staircase together.
"Thomas, there's no need to be so anxious. I'm sure the board will understand, considering how well you performed before."
Jovan's words hit a nerve with Thomas: "Yeah, I did so well before! But now it's only getting worse! Am I already falling behind the market? F***!"
"I didn't mean it like that, you know."
"Past glories don't matter, Jovan. No one understands this better than us! If we don't do well, we have to make way for others! The company has always done that! So I need to come up with a solution!"
Finally reaching the end of the long staircase, Thomas took out his car keys and pressed the button to unlock his car, waiting by the traffic light to cross the street.
Just then, he heard an advertisement from the large screen in the nearby square.
"Supreme Creativity, the top creative agency in America!"
"What's this?" Both Thomas and Jovan looked up, intrigued by the ad playing on the screen.
They saw a golden-haired girl in a light blue professional skirt and black stockings, with her body perfectly outlined, holding a pointer. She moved in a stop-and-go manner, directing towards the center of the screen with a passionate smile that looked extremely attractive.
In the center of the screen was an animated TV with the advertisement text displayed.
After the text appeared, a phone number floated on the screen for two seconds.
After two seconds, the animation changed to another billboard with the same advertisement text and phone number.
"Supreme Creativity, the top creative agency in America!" The sweet voiceover repeated.
But that wasn't the end. Three seconds later, the screen changed again to show a magazine, with the advertisement text as a large headline.
The voiceover repeated the phrase for the third time: "Supreme Creativity, the top creative agency in America!"
When the ad disappeared from the screen, Thomas was still reflecting on the ad's message, while Jovan had already whistled.
"This girl's pretty nice. I'm tempted to call and ask for her contact details. Thomas, what do you think… hmm?"
Jovan noticed that Thomas seemed lost in thought.
"What's wrong?" Jovan asked, puzzled.
Thomas turned to him, "Do you think this company's creativity is any good?"
Jovan thought for a moment and then smiled, "Come on, Thomas! I haven't even heard of Supreme Creativity. They must be a new company. How could they meet our company's standards?"
"But you remember them now, don't you?" Thomas seized the core of the ad's impact.
"Well, if you put it that way, I guess it's not too bad." Jovan frowned, still skeptical, "But I think it's a bit of a fluke. Thomas, anything repeated three times is memorable."
"But not everything I see three times!" The more Thomas thought about it, the more he felt this ad was noteworthy. He looked around at the executives who had also stopped to look at the screen.
Clearly, Supreme Creativity had specifically chosen this location to target them.
And they used a beautiful woman as bait. After all, which man wouldn't look twice at that girl? Thomas and Jovan were perfect examples!
Even the ad's use of backgrounds, such as TV, magazine, and billboard, covered all advertising channels.
It meant every aspect of this ad was meticulously planned, a seamless, refined design.
So, what if this format were applied to the baked beans cans I'm responsible for?
Thomas clenched his fist, feeling invigorated: "No problem, absolutely no problem!"
"Thomas, are you really set on this? I still think they might not win the pitch against other companies."
Jovan spread his hands, expressing his concern.
"Well, they have to try…" Thomas and Jovan walked past the crosswalk, but instead of heading to his car, Thomas waited under the large screen for the Supreme Creativity ad to appear again.
"Alright, alright, but I still think this company is just taking shortcuts. Their ad slogan is too straightforward. Are they going to say 'top baked beans in America' three times? That's just lazy!"
Despite Jovan's objections, Thomas was resolute. After the ad aired again, he noted down the phone number on his phone and then drove away from the company.
Meanwhile, at the renowned top advertising agency in New York, established in 1948 and known as the cradle of advertisers, the team was also discussing the catchy ad from Supreme Creativity.
...
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