Written by

Andrew Millar


March 18, 2007

Creative was a frontier town like any other.

And like every other, gunfights were a constant feature of the main street.

Yet another was brewing as two protagonists squared up. Steely eyed they fixed gaze. Arms hanging straight by their sides. Coats pulled back and pinned out of the way by elbows held tight against ribs. Hands, set in claw like grips, as though they already held weapons. Fingers rubbing gently against each other to relieve tension as if to scratch an itch that had not evidenced itself yet. And nerves ringing like bells.

Sheriff Concept faced his archenemy, Gunslinger Assumption.

“”I guess we meet again, Sheriff.”,” Gunslinger Assumption spouted with mock politeness. He spat on the ground as a kind of vulgar full stop. “”You know the result is always the same.””

“”Not this time.””, Sheriff Concept replied calmly. “”You see, I know who you are. And you know full well, once an assumption has been identified, it looses its deathly grip on any town like Concept.””

Gunslinger Assumpton sneered. “”Fancy talk Sheriff Concept. Just fancy talk. But you know I can kill a concept with nothing more than an ill-infomed comment”.”

He laughed an evil and chilling laugh. Because was right. Ever since advertising realised it was not about booking space, but about what was to appear within that space, people began sweeping west across the wide fertile plains of marketing. They began building brand towns and connecting roads between customers. And in the true style of carrion, lawless bands of Assumptions have ridden against them.

“”Go on, draw Sheriff Concept. I dare you. Draw”.”

And like the western cliché analogy this is, what happems next appears in slow motion.… Sheriff Concept pulled his Pilot Pen from its resting place. The top was off and a brilliant new concept began to flow on to paper. Elegant, well focused headlines appeared on the page followed by images and copy that completed a truly original commutation. Gunslinger Assumption made his move almost immediately. He threw everything he could at Sheriff Concept. “We’ve never done that before”. “We’ve always run 10x7s.” “No one’s ever done that on radio.” “That’s too clever for people.” As each assumption appeared it fell, only to be replaced by another. “No one ever reads long copy.” “15 second TV ads don’t get seen.”

And then the biggest meanest assumption of all “The client won’t accept that.” lay dead at Sherrif Concept’s feet.

As the camera pulls back to reveal a wide shot of the main street, Sherrif Concept said something prophetic about Creative being a safer place now that assumptions no longer rule….

Fade to black, roll credits to the tune of ‘Do not forsake me Oh my darling…’

Andrew Millar
Creative Sherrif