Me: “This is just a sketch of the ad with generic photos from an image bank.”

Customer: “Yes, it looks great but I don’t like this guy’s face”

Me: “We thought that person could be a simple business man. Not too old, not too young, not too pretty, not too ugly…”

Customer: “Yes, I understand and I think that’s a good idea, but I don’t like this guy”

Me: “It’s just a matter of looking for the right picture…”

Customer: “…he reminds me a croocked politician from my hometown, and I don’t trust him.”

Me: “So, how do you think should be the person in this ad?”

Customer: “Just like this! But not this guy.”

Me: “That is not a problem, we will find a better picture.”

Customer: “All these guys in suits look like crooks.”

Me: “If you have a problem with photos from image banks we could look for models and make a photo shoot.”

Customer: “Yes, but do you know anyone who looks as good as this guy on the picture?”

Me: “We can look for someone like that.”

Customer: “My problem is that I don’t like this guy’s face, I really don’t trust him. Maybe instead of getting a model we could use one of our own employees.”

Me: “That can be a good idea. Do you have anyone specifically in mind?”

Customer: “No, we don’t have anyone that looks like this.”

Me: “But do you want a picture of someone that looks like that?”

Customer: “No! I told you, I don’t like this guy!”

Me: “What should we do then?”

Customer: “Just find a picture that looks like this, but not with this guy!!”