people speak.”
“What do you know about normal people?” Kate said.
“All right, enough,” Timothy said. “Back off.” He looked at Leonard. “Is that all you got?”
Leonard sat down. “Yes.”
Timothy turned to me. “I know it’s your first day, but did you come up with anything?”
“I did,” I said, slowly standing. “Bank advertising is tough, because banks aren’t sexy. They’re not even cool. Personally, I don’t want to be sold my bank. I don’t even want to think about it. I just want it to be something I don’t have to think about. Something I can count on. Rock-solid.”
“We will rock you . . .” Leonard blurted out.
Everyone ignored him.
“Prudential’s already got the Rock of Gibralter,” Parker said.
“I’m not saying I want to use a rock,” I said. “I’m saying that people just want something solid—especially today. So what do people say when they want to express certainty?”
Everyone just looked at me.
“Bank on it,” I said.
Everyone was quiet a moment. Then Timothy said, “I like it.”
“Bank on it,” Kate said, nodding.
“How will that apply to the customer specifics that our research pulled?” Chloe asked. “Personal touch, solid assets, no hidden fees . . .”
“It fits with all of them,” I said. “We can cut right to whatever we’re selling with the new tagline. Low fees? At BankOne you can bank on it. Friendly service? You can bank on it.”
Sade smiled. “That works.”
“I had this other idea too,” I said. “We could use a word play on ‘BankOne’ and ‘one bank,’ like ‘Only one bank offers low fees and high service, BankOne. You can bank on it.’ ”
Now Timothy was nodding.
I continued. “I liked Parker’s idea of using celebrity credibility, but I don’t think it needs to be a financial celebrity, just someone who sounds authoritative. I’m thinking we could have Jason Robards voice our tag, the way CNN uses James Earl Jones.”
“Robards is a Chicagoan,” Chloe said.
“What do you think?” Timothy asked the group.
Everyone was quiet, then Parker said, “I love it. We’re commandeering an idiom. It’s like the McDonald’s ‘i’m loving it’ campaign.”
“It also has graphic capabilities,” I said. “We can pull the ‘bank on’ from the BankOne logo. So, whenever the logo is shown, the tagline is implied.”
“Awesome,” Kate said.
“Chloe? We still haven’t heard your idea.”
“I like this one better,” she said.
“Len?”
Leonard was still pouting over his rejection. “Where’d you get that idea?” he asked.
“Honestly,” I said, “I dreamt it.”
“Dream on,” Chloe said.
“That’s getting paid in your sleep,” Parker said.
“All right, Len, assuming that was a ‘yes,’ we’re unanimous. Bank on it. Let’s get to work. Chloe, Parker, get me some storyboards and radio scripts. Len and Kate, let’s get some preliminary art, in-house usage and style sheets. J.J. and I will put together print. We’ve got nineteen hours. Go, people.” Then he added in Potts’s low, gruff voice, “Wow me.”
After everyone but Timothy and I had filed out of the room, Timothy said, “Your brother was right.”
“About what?” I asked.
“He said you were good under pressure.”
“He would know,” I said. “The man’s a boiler.”
CHAPTER
Twelve
Time exposes all secrets.
Joseph Jacobson’s Diary
The team worked until a little after eleven preparing different treatments for the various media. It was a long day, but still about seven hours less than everyone had planned on.
As I walked home from the ‘L’ station I passed by Mr. G’s Diner. The sign was off and the place dark. I pressed my forehead against the glass and cupped my hands around my eyes to look inside. There was a blond woman standing behind the counter. It wasn’t April and I think I scared her. I was really hoping that April would be there. I wanted to tell someone about my coup. The truth is, I really wanted to tell my dad. He would have been proud. The thought of him filled me with loneliness. I walked home to my cold apartment and went to bed.
When I arrived at work the next morning, Timothy was already in his office, looking at his computer screen. His door was open and I rapped on his doorframe.
“J.J.,” he said, looking over. “Come in. I was just about to call you.”
I stepped inside. “What’s up?”
“I want you to pitch your idea to Potts with me.”
“Be happy to.”
“Good. I think they’re going to like it.” He looked up at his clock, a giant Swatch mounted to the wall. “Let’s check on Potts.”
He lifted the receiver to his ear. “Kim, would you tell Peter we’re ready? Sure.” He held nearly a minute before saying, “Thank