John Singleton, Advertising & Newspaper News, August 22, 1969, p. 4.

It is only 1969 and we hear the client say:

Well, frankly, ours is pretty much the same as all the rest.

About the same price. Same distribution. Same.

Same. Same.

It’s the advertising that makes one stand out from the rest.

And that’s what I want from you: some really great advertising ideas.

Something to really make us stand out.

The client honestly believes that his product has gone as far as it can go.

It is perfect.

Only advertising can improve it now.

The client honestly believes it and his agent honestly believes it, and someone does a jingle and everyone wonders why the product doesn’t sell the way it used to.

It is only 1969 and people honestly believe that we’ve gone as far as we can go.

Two hundred years ago there wasn’t even an Australia.

Fifty years ago people drove around in horses.

Think about when you were a kid. Your parents didn’t even own a car.

Five minutes ago there was no Australia. Two seconds ago there were no cars.

And the client honestly believes that his product has gone as far as it can go.

I would dare to disagree with him.

The other day three men hopped into a rocket and landed on the moon.

Three very ordinary, very mortal men just like you and me wandering around up there on the moon that the cow jumped over and the lovers kissed under.

It is only 1969.

We live in Australia, which wasn’t even here. We drive around in cars which no one had invented.

We fly to the moon which we only used to sing about.

There is a new world. There is new opportunity.

And the client honestly believes that his product has gone as far as it can go.

He honestly believes that there is no better way to do it.

He honestly believes that advertising can fix it and everything will soon be well again.

I feel sorry for the client and I feel sorry for his product.