The breakfast speakers at the AAF National Convention today were inspiring- not so much in what they’ve achieved- but in how things have changed and that the size of your ideas is the new currency.
Andy Berndt, co-president of Ogilvy NY, and Jonathan Mildenhall, the VP Global Creative and Communications Development for the Coca-Cola Company sat on the dais- and basically looked at each other and traded barbs- how does a guy who worked at a bunch of small creative agencies get to be the Co-President of Ogilvy? And, how does a guy who worked at a bunch of boutique UK firms like BBH and Mother- end up as a VP at Coke?
And the answer is: having the vision, understanding the new equation, and lastly, being really nice, down to earth guys. Neither of these two were close to gray hair (although Jonathan doesn’t have any- so it’s hard to judge) - but this is far from the gray haired, old school oligarchy that used to rule in Corporate America.
What was even cooler, they let a junior creative- Tristan Kincaid moderate and showcase the work for Fanta. A new campaign that screamed “refreshing” in a way- that wasn’t screaming- a great example of making ads that people would want to watch.
In their discussion about how Ogilvy and Coke WORKED TOGETHER on this new creative it became clear that the middle man account exec is being stripped out of the process by smart marketers- who want direct interaction with the creative team. And, along with this new way of working- they also skipped the client dictated creative brief- and just said- “Solve the problem.”
Andy gave this fantastic quote, to which I can’t attribute yet- “Give us the problem to solve- not the solution to decorate.” More insight on how one of the worlds premier brands is solving their marketing problems.
These guys realized we are in the day where both of the following statements are true:
Everything is an ad
Nothing is an ad
They are looking for a cultural platform- not an ad campaign, and are willing to look anywhere- and to anyone for inspiration.
Volkswagen was a dying brand in the US. The culprit was poor quality. Customers had been fooled into buying a Jetta or Passat on the idea that they were getting “Precision German Engineering” at a bargain beerhaul price. When the cars didn’t deliver quality- they moved on to more reliable brands.
Enter Kerri Martin, the marketing exec that built BMW Mini’s success in the US with über hot agency, Crispin Porter +Bogusky.
All of a sudden, people are ignoring the fact that VW is still at the bottom of quality- at least their ads are interesting- showroom traffic picks up- and so do sales. But, alas, not enough for the big boss: Adrian Hallmark. He doesn’t understand the Crispin “Factory” approach to advertising- where’s the unifying tagline he asks- and fires Martin. All of a sudden, VW ads are once again boring.
Price and Product boring. Like a frickin laundry list- “Three V-dubs for under $17,000.”
And quickly- we’re back to talking about the wrong thing: price.
Once again, Mr. Hallmark is changing directions- now, hoping a feel good campaign with a tagline “When you get into a Volkswagen, it gets into you.”
Hmmm…. like under your skin, when you are taking it back to the dealer for the tenth time to get the same thing fixed (a former employee was constantly having problems with his Jetta).
Mr. Hallmark said the carmaker decided to “save our gunpowder” for national ads until the second part of the year.
VW spent just $19 million in measured U.S. media in the first two months of 2007 and $241 million in calendar 2006, according to TNS Media Intelligence. Volkswagen follows a winding ad road
February 2006: Introduces “Fast” doll online and in ads featuring lab-coated German “engineer” and the line “Unpimp mein auto.”
April 2006: Introduces jarring “Safety Happens” push, showing Jettas getting slammed into by other vehicles.
May 2006: “Low-ego emissions” for Passat shows drivers in other German cars shouting arrogantly into megaphones.
May 2006: TV spots feature a lederhosen-wearing spokesman next to a white Jetta, saying, “Stereotyping is stupid.”
June 2006: Rabbit spots show two cars — one white and one black — multiplying like bunnies.
October 2006: Free-guitar incentive for buyers of Jettas, Rabbits, GTIs and Beetles; TV spots feature Slash and John Mayer.
February-May 2007: “Three V-dubs for under $17,000” touts versions of Beetle, Jetta & Rabbit.
One thing is for sure: Crispin is being patient, but a $300 Million dollar client can do that to you. The only thing VW could do to guarantee an improvement in it’s marketing is take Hallmark out of the drivers seat and bring back Martin.
At least she has a track record of delivering sales.
note: we’ve written about almost every one of the above campaigns- except the Price and Product idiocy in past posts.
Found this via Ernie Schenck- (who still has no clue what trackbacks are).
And while it’s hip jargon in the stratosphere of advertising to say something like “your strategy is showing” as if that’s a bad thing- I always fall back to Ogilvy’s famous line about the consumer not being a moron- but your mother. Mom understands she’s being sold to- she knows it’s an ad- and strategy or no strategy showing it comes to Howard Luck Gossages classic quote “People don’t read ads, they read what interests them, and sometimes it’s an ad.”
So, flaunt your strategy for all I care- just make sure it’s interesting. I liked the definition of what “creative work should” do- (and note- the spelling isn’t wrong- it’s just a Brit talking)
adliterate: Too damn right my strategy is showing
Creative work should engage people, provide an emotional connection, build memorability, invite people to join the conversation, absorb them in the moment, build emotional desire and all of those wonderful things that it does. But it should also dramatise the strategy.
I can’t for the life of me think why you wouldn’t want your strategy showing unless of course it is so lifeless and limp that 10,000 volts wouldn’t bring the bloody thing to life.
If that is the case then burying it under layers of creative artifice and never speaking of it again is the least you can do.
Our definition at The Next Wave of strategy is even shorter: Create lust • Evoke trust™ and that’s what drives us. No matter what you do in the realm of marketing- always remember, keep it interesting- no price and product laundry lists, or simple feature lists- not unless you want to pay for those 10,000 volts to keep it alive in the customers mind.
McCann trademarked this phrase in 1926, and it’s as important today as then: Truth Well Told ® and it should be a cornerstone of any ad, not just the great ones.
This TV spot from Element 79 Partners in Chicago, is actually one of a series called “Origins” and it will serve us well for an example of what makes great advertising.
https://youtube.com/watch?v=vpfzBMj8T58
Gatorade is a category leader, and may as well have invented the sports drink market. From a leadership position they understand they need to make a connection with their target market- but not beat their chests. This is a key ingredient that car companies would do well to learn. Nobody likes a braggart- and this applies to your advertising as well. They have taken the story of their products beginnings and turned it into a near mythological tale- if you have history, if you have a story, take it and use it.
Up until watching these spots, the connection between Gatorade and the Florida Gators wasn’t obvious to me, it was just a trade name that spurred a whole bunch of other ‘ades- with the exception of the original one- Kool Aid® which totally missed this market segment. (Right now, anything with the word “Gator” in it might hit a sore spot in our home state of Ohio- thanks to two national championship losses to Florida this year). Element 79 has managed to do several versions of this same story- and still keep them different. Unfortunately, I can’t find the other treatments to share with you.
But, the key to realize is that it tells the story, solidifying the category leading position, and can be done several different ways. Both good ingredients.
Another key ingredient is to play with the familiar. This spot uses both familiar music- and familiar sports stars, stories and even the announcer (sorry I don’t have his name).
While hit music, star athletes and well known personalities are all great to have in a campaign, this one does it without making them upstage the product. Although I love Michael Jordan in so many of the ads he did- they often ended up being more about him than the product.
Which brings up the next trick to making a great tv spot: cool by association. In and by itself, Gatorade is just a drink. Once you connect it to the mythos of sport, and particularly championships, you’ve planted a brand statement that speaks to the innermost desires in all of us: the dream of greatness. If you can make someone believe that your product will make them great, better looking, smarter, richer, sexier etc. you have done your job.
Telling your story in :30 or :60 seconds is a major accomplishment. Most TV commercials can’t do a fraction of what this spot does- typically a spot is good if it hammers home one salient point- this one is coup de grace for the category of sports drinks. If you can’t tell your story in your spot- can you at least get their attention and make them curious enough to go to your website?
Budget also plays a part in your formula for a great tv spot. Some of this was archival footage, other parts were shot to look that way- but, always remember, if you don’t have a big budget, go for a big concept (I’ve been told that this is a mantra at Crispin Porter + Bogusky).
The last secret to getting the best results for your TV commercial- put it on your site, put it on YouTube, let as many people have access to it as possible. Let your customers talk about it- discuss it- analyze it (just like what we’re doing here) the days of “controlling” your message are over- your customers are now at the helm. When you post it- remember to add a lot of descriptive text, since search engines have no idea what a video file contains. For this spot we would suggest: The history of Gatorade, Gatorade tv commercial, origins of gatorade, the story of gatorade and how gatorade was part of the Florida Gators sports success - get the idea?
If you have more questions about how to make great tv spots on a big or little budget, or on how to get them seen by the most people- ask us. We’ve got plenty of good ideas on how to make your brand stand out and your message heard.
One thing that drives me nuts about the advertising business is that many clients still think of spending money on advertising is a gamble. I’ve never felt that way, because, as our motto says “our job is to make you more money than you pay us.” Advertising, when done right, is never a gamble- it’s an investment.
So why am I feeling like a gambler for the first time in my ad career today? Because our client (of late) the Dayton Bombers, are playing game 7 of the Kelly Cup semi-finals tonight- and if they win, we get to do the campaign for the finals and if they loose- we don’t get the job. Money riding on a hockey game- who woulda thought?
As I said, it’s a first. We’ll know more around 10 pm tonight.
Because we believe we have to provide something useful in everything we post- a few tips on making sure your advertising doesn’t feel like gambling:
Advertising is a more like a marriage, not like a date. Think about the long term, and invest in campaigns that will have “legs” - a concept, or idea that lasts. Think like Apples “get a mac” campaign instead of Burger King’s one shot “Manthem” (of which more was written about here).
Branding is a shorthand for what your company stands for- make sure you think about it in everything you do, from what your employees wear, to how you answer the phone- and then get it to communicate clearly in your advertising.
Consumers are getting very smart about marketing messages- never; lie, deceive, or talk down to them- they now have the ability to talk right back and it may come in higher in search than your message.
Embrace the Internet, it’s everything you want your best employee to be- if you take really good care of it.
The immortal words of Howard Luck Gossage are even more important today than 50 years ago: “People don’t read ads. They read what interests them, and sometimes it’s an ad”- so make your stuff interesting, make it art, make it entertaining- but what ever you do, stop saying things like “make the logo bigger” and start saying- “can we make the idea bigger.”
Hope that helps. Now, all the Bombes have to do is win tonight, so we get to keep building their brand.
Ad Age Small Agency Diary had a post from Doug Zanger who hails from Portland Ore. It seems bad car dealer ads run from coast to coast.
He gives us 5 (give or take) rules for local car dealers to have better commercials. I doubt any car dealer in Dayton Ohio would bother to read this- or follow the rules, since everyone of them believes they are über creative and smart with their ad dollars.
See if you can figure out what car dealers fit which commandment. My choice list of egregious offenders would include (in no particular order):
Frank Z Chevrolet, Hidy Honda (and now Hidy Ford), Key Chrysler, Prestige Ford, Chuck George Chevrolet, White Allen, Jeff Schmidt, Dave Dennis Dodge- and that’s just for starters.
Advertising Age
Sadly, there are plenty of dealers who still pollute every possible breath of air with that used-car smell. For those egregious offenders, I propose some local-car-advertising commandments. I’ll start with five-ish and invite you to contribute your suggestions to complete the list.
1) Thou Shalt Stop Yelling
This isn’t an air raid. The world won’t come screeching to a halt because the factory authorized an incentive. We know you have to sell cars, but just talk with us about it for goodness sake. Rick Dalbey, creative director at Livengood/Nowack, in Portland, put it best when he said this about auto dealer radio ads: “Think about someone sitting next to you in the car. If they started yelling at you, you would tell them to shut up, wouldn’t you?” Good point.
2) Thou Shalt Stop Using Some Kind of Mascot
OK, Trunk Monkey from R-west in Portland for Suburban Auto Group doesn’t count. That campaign was just flat-out funny. What I’m talking about is an untrained goat, Pickles the family kitty or some college intern dressed as a lobster, all designed to sell cars. Worse yet is animated clip art or a creepy, superimposed mouth on an animal. Unless it’s a dog with opposable thumbs that can actually drive the car, argue with the cop after being pulled over for going 12 miles an hour on the freeway and fight the ticket in court, please stay away from it.
3) Thou Shalt Stay Away from Humor and Your Own Commercials (Unless You Can Pull it Off)
You might fancy yourself funny. Your inner haberdasher may think you’re a riot. That joke about the penguin and the bale of hay always kills at the local watering hole, but we prefer you keep it to yourself. You may also be great in front of a crowd after a few samples of Novortsky Prospekt’s finest, but a fair number of people freeze up like Charlie Brown in a spelling bee when the little red light on the camera blazes up.
4) Thou Shalt Stay Away From 40-Second Disclaimers
I know, you have to use them. But can’t we just keep asking the attorneys general in our states to cut us all some slack and allow you to put all of that crap somewhere other than a radio spot? You hate it. We hate it. If I want to hear someone talk that fast, I can dial up my former intern, my cousin Abby or go to Aqueduct and listen to the call of the fifth race.
5) Thou Shalt Be Proud of Customer Service
If you’ve won an award, cool. Tell us why you won. Those things aren’t easy to win and they shouldn’t be bungled in with the rest of your message. Take pride in the achievement and make that the main point of your message if this is the route you choose. Anyone can find the car they want, but finding honest, good service is another issue. Parker Johnstone, CART driver and owner of a Honda dealership in Wilsonville, Ore., put it best when he once explained to a group of us: “We’re in the service business. We just happen to sell cars.” Johnstone’s shop backs up its claim every time I bring my (paid-for) ’92 Accord in for service. It’s not “just about the deal,” fellas. We’re human. We like to be treated well.
5.5) Thou Shalt Give Us a Shot
Most of us like cars. Most of us are pretty good at advertising and marketing. Let us help you, the dealer, come up with something mind-blowing. There’s some remarkable work out there. (RPA’s work for Honda Element in L.A. is a personal favorite.) It can be done just as well locally if you let us try for you. Ask yourself if what you’re doing is working. If it’s not, give us a call or read “Purple Cow” as fast as possible.
5.75) Thou Shalt Turn Off the Grill
A friggin’ hot dog never sold a car. Neither did popcorn nor balloon animals. Clowns are creepy. A petting zoo may interest me as long as the local health department clears it and there is an ample amount of hand sanitizer for everyone.
The good news is there are a few dealers who don’t break any of these rules- but could still use a more sophisticated, or interesting message.
Face it- the car industry has enough problems foisted upon it by the great “CEO” leaders who remember to pay themselves crazy well- while producing crap cars and flooding the market with dealers and me-too variations. Bad local advertising shouldn’t be adding to the problems.
There are some other commandments in the comments- with a chance to win prizes- so I recommend you head over to the link and see what other creatives add. By the way- I wrote about the Trunk Monkey ads and how local dealers could learn from them long ago here: A car dealer that gets it.
