The Television Concept Scene One: The agency MD is not impressed.

IN THE BOARDROOM, NATIONAL CREATIVE DIRECTOR JAMES IS PRESENTING
A TV COMMERCIAL IDEA TO THE AGENCY NATIONAL MD, WAYNE.

JAMES (SHOWING WAYNE THE STORYBOARDS):

It's a great concept, Wayne! I like it! I really like it!

The guys have really come up with the
goods on this. It sparkles, it's got life, it's got legs, it works its balls off and I think it's spot on for the target market.

All in all, it's just a fantastic job, Wayne!

What do you think? What's your first impression ... your gut feel, Wayne?

WAYNE: It sucks.

JAMES (PAUSE): Excuse me?

WAYNE: It sucks.

JAMES (COLOUR DRAINING FROM HIS FACE):
 OK. Er, why do you say that, Wayne?

WAYNE: Because it's just the bloody same as every other ad on TV these days. It's full of the same old cliches, the same yuppie stereotypes living their yuppie lives and the same boring dialogue that nobody ever really says in real life.

It doesn't do anything new, it's just another in a long line of battery-hen commercials produced by so-called
creatives reflecting their own narrow existences and has zilch relevance to anyone out in the real world struggling to make a buck.

It's crap, James.

JAMES (TRYING TO RESURRECT SOME OF THE PREVIOUS OVER-EARNEST ENTHUSIASM THAT HAS ALWAYS HELPED HIM 'SELL' AN IDEA): Er, anything else wrong with it, Wayne?

Maybe we could tweak it a bit, add a bit more sell, change the scenario
slightly...

WAYNE (SPEAKS VERY SLOWLY AND DELIBERATELY): James, how clearly do
I need to say it: every single one of this concept's thirty misbegotten seconds totally and absolutely suck. Throw it out and start again, okay?

TO BE CONTINUED.