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The Next Big Scooper Star
Flanked by Dairy Queen executives at the ice cream counter in Trump Tower,
Mr. Trump unleashed the eager corporations. Their task: To create a new
character and accompanying character-based campaign for the Dairy Queen
Blizzard brand.
Clay claimed the project manager role for Excel, in part to make peace with
his corporate fellows after what most saw as his undue hostility toward
Randal the week before. But before taking the top spot, Clay made it clear
that he had the final word on all decisions. Speaking bluntly in an
interview, he said, "I'm not gonna take any bull*%# off anybody."
The women of Capital Edge were far less decisive. Encouraged by Rebecca, who
defended her to the group, Toral said she'd step up to the challenge this
week. But when the moment came to be project manager, Toral turned
tentative. Toral said she'd do the job if need be but would defer if someone
else had more relevant experience or enthusiasm for the task. Filling the
void opened by Toral's hesitation, Felisha assumed the role of project
manager.
DQ Drag Queen vs. Zip the
Whatchamacallit
Clay ruled Excel with an iron fist from the outset, shutting down Markus and
keeping to a strict timetable. "It's Clay's way or the high way," said
James. And Josh amplified, "Clay's management style is somewhere between
Napoleon and Hitler." Still, the discipline didn't stifle creativity as
Excel created Ginny the Genie, decked out in frosty finery and Blizzard
branding.
While Adam, Randal and Josh worked on the jingle, Mark volunteered to get
all dolled up as the character. "I don't think any of my good old redneck
buddies have ever seen a drag diva queen like me," said Mark. "I think it's
gonna be a lot of years before I live this down."
Meanwhile, Capital Edge created a character called Zip, a bug-eyed,
kid-friendly critter. Jennifer M. suggested having the DQ logo on Zip's
chest, but Felisha and the rest decided against. "The fact that I was a
beauty queen" said Jennifer, "Makes people underestimate me." Toral had it
worse, though her mess was mostly of her own making. After her meek
beginning, she was marginalized by the blonde clique of Kristi, Jennifer,
Alla and Felisha. But when Toral was given a chance to contribute by
dressing as Zip for the presentation, she declined, aggravating the entire
corporation.
Excel Won, Capital Edge Zip
Dairy Queen's honchos judged Excel the clear winner, based on better
branding and the more universal marketing appeal of their fun and frothy
Genie. Mr. Trump sent the men off to their just desserts: Meeting the New
York Mets' mascot--and playing ball with the team at Shea Stadium.
James, a baseball player in college, ripped a few hits and Josh made a
spectacular diving grab in the outfield. But Mark hit the verbal homerun:
"Quite frankly, if every time I put on a women's dress, I'd get to play
baseball with a pro team, I'd be a drag queen every weekend."
But the women of Capital Edge were on the brink of a real drag. And they
weren't exactly awash in cohesion. "I was pleased to see," said Toral after
Capital Edge lost, "That here are people who have been put in their place."
But Toral seemed to overlook the fact that she was right there with
them--boardroom bound.
A Grueling Game of Boardroom Chicken
The deplorable absence of branding on Captial Edge's Zip character was the
primary critique from George, Carolyn and Trump as the boardroom session
began. Only Jennifer M. dodged that bullet because she had lobbied for
prominent DQ logo placement, which was vetoed by the group. But attention
swiftly shifted to non-starter Toral and her complete disengagement from the
group. Toral tried claiming it was undignified to dress up in a silly suit,
but Trump countered, "I wore a chicken suit on Saturday Night Live."
Toral then tried to claim that her religious beliefs precluded wearing goofy
costumes, but she hadn't raised this point with her colleagues prior to the
boardroom. Trump told the contentious applicant, "Toral, with you it seems
to be about half truths." Trump went on to ask Rebecca, who had been Toral's
savior the week before, "If you were me, who would you fire?" Eventually,
Rebecca conceded, "Toral. The team won't work with her on it." Trump then
took the whole Capital Edge crew to task: "I'm very disappointed in this
team. You're losing all the time."
Instead of having Felisha bring Toral and somebody else back into the
boardroom, the mogul surprised everyone and cut right to the chase. Setting
his sites on the beleaguered Toral, he said, "You're totally ineffective,
you've done a terrible job. And Toral, you're fired."
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