Papaia and the others leave a conference in a big city they’ve never visited before.
As they wait at a traffic light, they hear sirens. A fire engine rushes past.
As the vehicle speeds by, Papaia notices an advertising banner on its side.
He watches it disappear down the road, just long enough to read the advert.
It says:
ConfuTel: New 999 MB Plan, as Fast as 999!
The four watch as the fire engine stops to put out a fire right there on the street where they’re standing.
Curious, they head over to see what’s happening.
The firefighters manage to rescue a survivor.
Visibly in shock, the survivor is escorted by one of the firefighters towards the ambulance.
As he waits on the stretcher to be taken to hospital, a sales representative steps out of the fire engine and persuades him to sign a contract with the phone company being advertised.
Papaia shrugs. Then he sees a second fire engine arriving at the scene.
This one also has an advertising banner, but this time it’s for a new brand of barbecue fire starter.
Papaia reads the slogan:
“With GrillBoom, your barbecue explodes with flavour!”
At the bottom, in tiny print, there’s also a disclaimer:
“In case of fire, call 999.”
Papaia
This is the most absurd thing I’ve ever seen! Who’s the genius who put an advert for barbecue fire starter on fire engines?
Flashback.
Several weeks earlier.
Headquarters of a well-known advertising agency.
A sales representative from the company that makes the fire starter is meeting with an agent from the advertising agency.
Agent
So… you were telling me about a marketing campaign.
Sales Representative
Yes, we were thinking of outdoor advertising.
Agent
Perfect! Great idea. What about buses, roadside billboards and bus shelters?
Sales Representative
Yes, absolutely. Why not?
Agent
And what product are we talking about?
Sales Representative
A new barbecue fire starter.
Agent
Oh. In that case, I’d probably rule out fire engines.
Sales Representative
Actually, you know what…?