Despite the popularity of the strip and acclaim from advertisers, networks were not interested in the special. By April 1965, Time featured the Peanuts gang on its magazine cover, perhaps prompting a call from John Allen of the New York-based McCann Erickson Agency. Mendelson imagined he would sell his documentary, and blindly agreed to Allen's proposal: an animated half-hour Peanuts Christmas special. The Coca-Cola Company was looking for a special for advertising during the holiday season. "The bad news is that today is Wednesday and they'll need an outline in Atlanta by Monday," Allen remarked to Mendelson. He quickly contacted Schulz, and the duo got to work with plans for a Peanuts Christmas special. The duo prepared an outline for the Coca-Cola executives in less than one day, and Mendelson would later recall that the bulk of ideas came from Schulz, whose "ideas flowed nonstop." According to Mendelson, their pitch to Coca-Cola consisted of "winter scenes, a school play, a scene to be read from the Bible, and a sound track combining jazz and traditional music." The outline did not change over the course of its production.
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