Athena's meeting with the All executives, who explain more about what they're looking for. Their consumers are women 25 and older: "Women with children. Not moms." Meaning ... I guess that they're not traditional moms. They're women first, mothers second. They ask the executives how far they can push the envelope in terms of being outrageous. Annie asks if anything is completely taboo. They say it has to appeal to their hypothetical customer. And they say the title of the video is important.
KOTU is writing down all the ideas they've liked so far. They really like the dirty joke. Clint's acting it out. The woman calls and asks him to do the wash and he says it's okay he did it by hand, as he's holding a container of the All Small and Mighty. All the women love it, and laugh. The executives show up. Joan asks how entertaining they want it, and the executive says that they don't want to offend this woman customer they envision. Joan asks if saying fuck is out of the question and these two uptight executives look shocked(!) and say yes. Joan asks them why they're saying viral then, because viral, to Joan, is like watching Liza Minnelli drunk. I agree. And I love her for freaking these people out. It continues as they ask them how they feel about little people, if you can wash yourself with the detergent, and if the target demo would be offended by sexual innuendo. Well, since these people are two of the three judges, I would guess that answer would be a resounding yes. Khloe interviews that these executives are pretty conservative, and their idea is distasteful so now she doesn't know what they'll do. Dudes, your other judge is Perez Freaking Hilton. Go with distasteful.
After the meeting, KOTU's regrouping. Natalie thinks they're going to have to really clean it up. She thinks they need to get a suburban woman doing actual laundry. Joan disagrees vehemently. Natalie says it might not be funny or viral, but this company wants something clean. Because it's laundry detergent, of course. Natalie interviews that their team realized their original idea was too offensive. Joan acknowledges some women would be offended by the thought of the guy jacking off, so she has a new idea: Clint walks away and they spit on his hamburger. He comes back and eats it. Khloe's all, "What does that have to do with laundry?" Joan doesn't know, so she'll think some more. She definitely gets viral, and even gives some examples. She wants this to be silly, outrageous and sophomoric. She wants a big, fat drag queen. She explains that this is her element, so she's going to argue about it. She's just throwing out ideas: mud-wrestling. Clint says they shouldn't let that meeting frighten them away from his idea. Joan would like to use a drag queen. Clint doesn't want to change the idea. Joan now hates it. She says Clint heard nothing. But they all liked it before.