Then We Came to the End
Let’s say you need to create a TV spot for an analgesic to reduce cold sore pain and swelling. And, the client insists that the ad should be ’funny and irreverent and all that, but at the same time, not offending anybody who suffers from cold sores’.
The two things are mutually exclusive, says Joe, a character in Joshua Ferris’ novel Then We Came to the End ( http://www.crosswordbookstores.com/). “It was one of those impossible, harebrained paradoxes that only a roundtable of corporate marketers smelling of competing aftershaves could have dreamed up.”