How to Get Ahead in Advertising

:00:19

Let me try and clarify
some of this for you.

:00:22

Best Company Supermarkets...

:00:24

are not interested
in selling wholesome foods.

:00:27

They are not worried
about the nation's health.

:00:30

What is concerning them
is that the nation...

:00:33

appears to be getting
worried about its health.

:00:35

And that is what's
worrying Best Co.,

:00:38

because Best Co. Wants to go on
selling them what it always has,

:00:42

i.e., white breads,
baked beans, canned foods...

:00:47

and that fat-squirting
little heart attack...

:00:50

traditionally known
as the British sausage.

:00:54

So how can we
help them with that?

:00:57

Clearly, we are looking
for a label.

:01:01

We need a label
brimming with health.

:01:04

And everything from a nosh pot
to a white sliced...

:01:07

will wear one with pride.

:01:10

I'm aware of the difficulties
of coming to terms with this.

:01:13

It must be appreciated
from the beginning...

:01:16

that even the nosh pot
must be low in something.

:01:20

And if it isn't, it must be high
in something else.

:01:23

And that is its
health-giving ingredient...

:01:27

we will sell.

:01:29

Which brings me
to my final question:

:01:32

Who are we trying
to sell this to?

:01:34

Answer: We are trying
to sell this...

:01:37

to the archetypal
average housewife,

:01:39

she who fills her basket.

:01:42

What you have here
is a 22-year-old pretty girl.

:01:45

What you need is a taut slob,

:01:48

something on foot deodorizers
in a brassiere.

:01:51

I'm not quite
sure we can go along with that.

:01:54

If you look at
the market research...

:01:56

I don't need to look
at the market research.

:01:59

I've lived with 13-and-a-half
million housewives for 15 years.