By Ant Melder, creative partner, Coffee Cocoa Gunpowder, on behalf of the AWARD Committee.
Many moons ago, Robert Senior, the then-CEO of Saatchi & Saatchi-Fallon in the UK, told me the story of how he sold the legendary Sony ‘Balls’ ad to a reluctant client.
The first time he presented the script, which consisted of one solitary line –
we drop a million bouncy balls down a hill in San Francisco – the client said “No”. Well, not just “No”, more like,
“No fucking way.”
The second time he presented the same script, it was still “No” (with a little more resistance and a couple more expletives).