WATER SOFTENING SYSTEMS: TIGHTWAD

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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
FVO: Hello, I’m a tightwad. At the checkout counter, I always take a penny. I buy two-ply toilet
paper and separate into single-ply rolls. I read day-old newspapers – out of my neighbour’s trash. At restaurants, I always get a doggy bag and I take everything home – bread, sweeteners, the entire bowl of mints. And I tip 14.5% - before tax. The only vacations I take are the free ones where you have to sit through a 5-hour sales pitch for a condo. I recycle everything – cans, paper, dental floss. And to stretch things out, I add water to everything – milk, juice, beer. That reminds me, I need to put more water in the peppershaker.

SFX: banjo, harmonies

ANN: Is the cost of your high-maintenance water softener making you a tightwad? Experience
the difference a Culligan Water Softener can make. Culligan’s Aqua-Sensor technology
monitors water hardness, using less salt and less water, which saves you more money. Call your Culligan Man today.

Brief Explanation
The spots are filled with euphemisms commonly used in the US.
take a penny – communal tray at a store to either give excess small change
or take small change for purchases
doggy bag – container to take home leftovers from a restaurant
14.5% tip – it's customary to tip at least 15% of a restaurant bill after tax
condo sales pitch – vacation condominiums offer potential buyers free trips if they are
willing to endure long, arduous sales pitches where they are badgered into buying a
condo