WATER SOFTENING SYSTEMS: SALT HATER

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Released:	April 2006
Advertiser:	CULLIGAN
Brand name:	WATER SOFTENING SYSTEMS
Agency:	EURO RSCG CHICAGO
Country:	USA
Category:	Home electronics & audio-visual

Credits:

Advertising Agency: EURO RSCG CHICAGO, USA
Creative Director: Blake Ebel
Scriptwriter: Jon Cohen
Agency Producer: Monica Wilkins
Account Supervisor: Sarah Egan
Sound Engineer: Mike Mcdonald


Script in English
MVO: You know what I hate: Salt. I don’t like sea salt, kosher salt, bath salts or salty old men. I
don’t want a salt rub for my ribs or salt rubbed in my wounds. I don’t like pepper much either – it’s too chummy with salt. I hate the ocean. I don’t like seafood, seagulls, seaweed, or siestas. I wouldn’t be caught dead fishing in Salt Spring Island or alive skiing in Salt Lake City. I don’t like people who are salt of the earth, nor do I want to know anybody who is worth their salt. And don’t take what I’m saying with a grain of salt, you no good saltchucker.

SFX: banjo, harmonies

ANN: Tired of lugging bags of salt down to your basement? Experience the difference a
Culligan Water Softener can make. Culligan Water Softeners use less salt for more savings. And Culligan delivers the salt right into your water softener, so all you do is enjoy the water. Call your Culligan Man today.

Brief Explanation
The spots are filled with euphemisms that are commonly used in the US.

Salt Hater:
salty old men – men who use indecent, profane language
salt rub for ribs – way of preparing barbecued ribs in southern part of United States
salt rubbed in wounds – make a difficult situation even worse
siestas – a midday break taken that has nothing to do with the sea or ocean
salt of the earth – good person
worth their salt – good at their job
taken with a grain of salt – don't believe everything that is said/tendency to exaggerate
salt chucker – somebody who fishes in saltwater