“That ending is terrible. This is a Coke ad. We can’t do that,” they told him.
Curtis walked out the meeting, somewhat dejected. He had no ideas for alternative endings. … Curtis went home and sat down to dinner with his wife and his two high-school-aged children. His wife asked how the day’s presentation went. He told them about his predicament. Then his son, Will, who was about 12 at the time, piped up with a suggestion.
That was it. Curtis went back to Coke with the idea, and they loved it.