Why is this idiot asking me to do that?
On my first day as a trainee copywriter at Ogilvy, more years ago then it's wise to mention, I was asked to attend a briefing meeting for Horlicks.
In my mind's eye, I saw 48 sheet posters, a TV ad, long copy press ads about the importance of sleep... at worst a clever little radio spot.
"We need someone to write the instructions on the back of this..." said the junior account guy passing me a jar of Horlicks.
I looked at the existing instructions:
Put three teaspoonfuls into a mug.
Add hot milk.
Stir
"What's wrong with these?"
Client feels they could be better.
"Better?"
Yes.
I went away mystified. The brief sat on my desk unanswered for a week. Then another week. I really hadn't a clue what they wanted. Eventually the account guy took the brief away and wrote it himself.
How ridiculous I thought. What kind of idiot is this client?
My first brief. My first failure.
I woke up in the middle of the night recently - still troubled by Horlicks and that brief - and I realised that perhaps the client hadn't been the idiot I took him for.
Perhaps he realised there was an opportunity, even with the instructions, to connect with his target consumer - an individual exhausted by the demands of modern life - in some small way that would build the brand.
Here's what I should have written.
Put three teaspoonfuls into a mug.
Add hot milk.
Stir.
Relax... you've earned it.
Sorry it took so long.
