Author:S. Walden

“Dude, pay attention!” Christopher admonished. “Do you have all your notes?”



“Yes, and relax,” Reece replied, ripping his thoughts from Beboppin’ Bailey.


“I can’t. If you screw this up, I’m gonna look like a total doofus for pushing Dan to hire you. And speaking of Dan, he’s in a shit mood today. So you better set off some real creative fireworks. You feel me?”


“Yeah, I feel you,” Reece replied, opening his laptop.


Just then, the creative team filed in, one by one, taking their usual seats around the conference table. Dan was last to shuffle in, sporting a tie and a scowl.


Reece leaned over to Christopher. “Should I be wearing a tie?”


“No. Why?”


“‘Cause Dan is wearing a tie,” Reece whispered. “Did I miss something? Are we presenting this campaign to the client today?”


Christopher looked up. “That’s strange. He never wears a tie. And no. We don’t have that meeting scheduled yet.”


The longer Reece stared at Dan’s tie, the more his confidence waned.


“He’s all business today,” Christopher went on. “You better be on your game.”


The room quieted when Dan took his seat at the head of the table.


“All right everyone. As I’m sure you’ve heard, we lost that big account with Akers Pond.”


Reece noticed Patricia and Darrell avert their eyes. So they must have had that one. Wonder what happened, he thought.


“Kind of a big blow to us. Not the team’s fault.” Dan glanced at Patricia and Darrell. “Anyway, now more than ever, we need to knock this one out of the park. Haute Digital is taking a chance on us because they know that while we’re small, we have the creative vision for their product. They know we know how to brand and market it, right Reece?”


Reece cleared his throat and stood up. He immediately went into “sell it” mode.


“That’s right, Dan. Haute Digital is a groundbreaking company focused on the latest technological advances in cellular phones. They design revolutionary products that are ahead of their competitors in the way they look and the way they function. They’ve just developed a phone and tablet hybrid—”


“Lots of phone companies have those,” Macon interjected. “They’re calling them ‘phablets.’”


A few people chuckled.


“What a dumb name,” Brent mumbled.


“Stupid,” agreed Mitch.


“It doesn’t matter if it’s a dumb name,” Patricia said. “That’s what all the companies are calling them.”


“Exactly,” Reece said. “These ‘phablets’ are the phones of the future for businessmen and women. They function as a phone and mini computer. What would have required multiple devices in the past for your day-to-day business can now be done on one. What does that mean? It means efficient business. Mobile business. Convenient business.”


“That’s how all these advertising companies are pitching the product,” Dan said.


“True. Which is why I developed a campaign that will focus on both the functionality and glamour of the phablet,” Reece explained.


“It’s glamorous?” Christopher asked.


“Coming from Haute Digital it is. They don’t hide the fact that their products are more expensive. They justify their prices by creating good, sound, advanced devices. They’ve never catered to the everyday phone user who’s more concerned with game apps and texting. They cater to the elite businesswoman who’s all work and play.”


Dan’s mouth quirked up. Reece was encouraged.


“She works hard. She’s glamorous. She’s playful. She carries a phone that does it all—whether she’s in work mode, date mode, mommy mode—”


“We’re marketing this device to women?” Patricia asked.


“Both men and women, but the visual will be a woman—a drop-dead gorgeous woman. And that’s how you market to men,” Reece said.


The men laughed. The women groaned.


“So let’s hear it,” Dan said.


Reece took a breath. “The details will be worked out, but this is the gist. She’s superwoman. Businesswoman. Mother. Entertainer. Weekend warrior.” He paused for a moment. “Sexy as hell. She’s on the runway. The runway of life. Pictures of her day-to-day life are flashing on a big screen in the background—the phone in every one of them because it’s essential to living. She’s dressed in a killer, sleek suit. Why? Because the focus of the phone is still on business. She does her model walk to the end of the catwalk, pauses, holds up her phone, and says, ‘The phablet. It’s fablous.’”




“Did you just say ‘fablous’?” Christopher asked. “Not fabulous?”


Reece said nothing. He could tell they were all thinking. If they didn’t get it, the entire campaign idea was a bust. But how could they not get it? They were Creative. They were supposed to be the clever ones.


“‘The phablet. It’s fablous,’” Patricia quoted to herself. And then she said it again with attitude. “‘The phablet. It’s fablous.’”


Reece held his breath. She looked straight at him and smiled.