My first experience with the power of suggestion came from a boss when I sold stereo equipment in Atlanta. Larry Sarner had been a sales superstar for “Crazy Eddy’s” in NYC before starting “Stereo Village” (yeah, we used to call them “stereo’s” back then). As people left the store, Larry would call out to them “Bye Now” as they headed out the door, some would leave, but I was amazed at how many would get out to their car, turn around, and come back in and say “I’d like to buy that now.” As if he had implanted the idea to “buy now” with some sort of super sale ray gun. It worked, and it’s part of the reason this new campaign for VW works.
If you are searching for the secrets of great advertising, take notes from this campaign for Volkswagen by Crispin Porter+ Bogusky: Vdubrocks.com
Just as politicians and magicians use distraction to move the conversation and attention away from their obvious short comings, Crispin uses the technique of “Cool by association” to make you think differently about Volkswagen- instead of being a poorly made German car with obvious shortcomings- it is now the only car you can plug a guitar into and become a rock star- that’s right, don’t buy the car because it’s a reliable form of transportation- buy it because you will be able to jump out of your car in a traffic jam and jam like Slash. What? You don’t play guitar? Don’t need a guitar? Who cares? Think of it as a $599 rebate- without costing VW a dime- or turning them into another price competing car company- just throw in a guitar that no self respecting pro would play- with some special VW touches on the knobs and the fret inlays- and then stamp them with a matching VIN code- and you’ve differentiated your brand and made it one step cooler than the run of the mill iPod integration that everyone else is so “hip” with.
Guess what- any car with an iPod in jack could be a “rock car” with the pre-amp included First Act guitar that VW is partnered with- but only their über agency Crispin Porter + Bogusky made the leap. To explain it to the people in Detroit- it’s not about playing guitar anymore than it’s about a “Hemi”- it’s about people thinking- “He drives a VW- therefore he could be a rockstar- like Slash in the tv spot.”
Cars are a product that are sold on many levels. The rationale for buying varies for every buyer- but it comes down to how the driver sees themselves once they own the car. At one time VW stood for practical, fuel efficient, reliable and un-pretentious (remember, Beetle body styling didn’t change much from year to year for 35 year). Now, VW is trying to find a new position, one that distracts consumers from the poor quality and low resale values, and cool is a good place to hang out until the other problems can be resolved.
What’s even more impressive is that Crispin is probably getting the guitars for next to nothing in exchange for giving First Act a chance to get high dollar media exposure on VW’s ad budget. While Crispin probably doesn’t make more money by suggesting this, they create a win-win for VW, First Act and the guitar stars that appear in the campaign. This is the thinking that sets them apart from most agencies. First Act - About First Act - In The News - 10/1/2006
In a groundbreaking new collaboration, First Act has teamed up with Volkswagen of America, Inc. to present the First Act GarageMaster guitar, an innovative guitar that plays through the audio system of select VW models. As of October 3, each new Jetta, GLI, GTI, Rabbit, New Beetle, and New Beetle Convertible will come with the custom-designed First Act GarageMaster guitar.
Owners of new VW models can transform their cars into mobile amps, with a newfound freedom to rock in the driveway, play at outdoor parties, or shred in the beach parking lot. New rockers will hit the road with a First Act GarageMaster guitar in the trunk, ready to stop and dispense riffs wherever the mood strikes.
While other car companies keep talking about the cars- CP+B keep the conversation focused on the buyers. And even if I don’t play, it really doesn’t matter- because my new Vdub rocks. Yeah, that’s what I want people thinking, even if it has nothing to do with music.
A client forwarded me an e-mail, suggesting that the high and mighty brand managers at P&G now think “aspiring copywriters, commercial artists, videographers” working in the food service industry are their new best hope to sell their soap.
Maybe P&G should award paychecks to brand managers based on a “if we like you- we may pay you” basis too.
For the worlds largest advertiser to turn to this is bad enough, but to make the top prize a measly grand, is an insult.
Never mind the instructions (facts, guidelines, tips) read like a “See Spot run” book- instead of a creative brief.
If P&G is really this desperate for ideas, maybe they should reevaluate their crazy bureaucracy that makes doing business with them so difficult.
Here is the text to the invite followed by a link to their site with an excerpt from the intro:
Procter & Gamble Professional looking for a few good ads
Aspiring copywriters, commercial artists, videographers and others working in the foodservice industry now have the opportunity to cash in on an exciting new initiative from Procter & Gamble Professional, the away from home division of the nation’s largest advertiser.
The “Create Our Ad” contest challenges foodservice professionals to develop print or video advertisements focusing on the back-of-house cleaning and sanitation needs of their industry. The winner will receive $1,000, and his or her ad will become part of the company’s advertising campaign. Procter & Gamble Professional will award $500 and $250 to the second and third place winners, respectively. Winners also will receive an introductory case of each product in the Dawn Grease Fighting Arsenal.
Procter & Gamble Professional is accepting print and video ads in any format. Visit www.pgbrands.com/createourad for contest details, general guidelines and suggestions to help non-advertising professionals create ads. Contestants will also be asked to recommend the publication or Web site where their entry should run.
Procter & Gamble Professional will accept entries through October 16.
Winners will be announced on October 31, with the winning ad appearing in print and online later this year. Create Our Ad
CREATE OUR AD CONTEST: INTRODUCTION So, you think you have what it takes to create advertising for Procter & Gamble? We’re counting on it! After all, as someone who works in the foodservice industry - the industry we cater to - you’re the expert. Put that expertise to work, and the $1,000 first prize and bragging rights might be yours when your winning entry starts showing up in magazines or Web sites later this year.
Yeah, we all work for “bragging rights”- instead of providing valuable expertise in marketing, promoting, advertising and selling products.
Remind me not to buy P&G products anymore. If they can’t respect our profession- how can we respect their products?
A client forwarded me an e-mail, suggesting that the high and mighty brand managers at P&G now think “aspiring copywriters, commercial artists, videographers” working in the food service industry are their new best hope to sell their soap.
Maybe P&G should award paychecks to brand managers based on a “if we like you- we may pay you” basis too.
For the worlds largest advertiser to turn to this is bad enough, but to make the top prize a measly grand, is an insult.
Never mind the instructions (facts, guidelines, tips) read like a “See Spot run” book- instead of a creative brief.
If P&G is really this desperate for ideas, maybe they should reevaluate their crazy bureaucracy that makes doing business with them so difficult.
Here is the text to the invite followed by a link to their site with an excerpt from the intro:
Procter & Gamble Professional looking for a few good ads
Aspiring copywriters, commercial artists, videographers and others working in the foodservice industry now have the opportunity to cash in on an exciting new initiative from Procter & Gamble Professional, the away from home division of the nation’s largest advertiser.
The “Create Our Ad” contest challenges foodservice professionals to develop print or video advertisements focusing on the back-of-house cleaning and sanitation needs of their industry. The winner will receive $1,000, and his or her ad will become part of the company’s advertising campaign. Procter & Gamble Professional will award $500 and $250 to the second and third place winners, respectively. Winners also will receive an introductory case of each product in the Dawn Grease Fighting Arsenal.
Procter & Gamble Professional is accepting print and video ads in any format. Visit www.pgbrands.com/createourad for contest details, general guidelines and suggestions to help non-advertising professionals create ads. Contestants will also be asked to recommend the publication or Web site where their entry should run.
Procter & Gamble Professional will accept entries through October 16.
Winners will be announced on October 31, with the winning ad appearing in print and online later this year. Create Our Ad
CREATE OUR AD CONTEST: INTRODUCTION So, you think you have what it takes to create advertising for Procter & Gamble? We’re counting on it! After all, as someone who works in the foodservice industry - the industry we cater to - you’re the expert. Put that expertise to work, and the $1,000 first prize and bragging rights might be yours when your winning entry starts showing up in magazines or Web sites later this year.
Yeah, we all work for “bragging rights”- instead of providing valuable expertise in marketing, promoting, advertising and selling products.
Remind me not to buy P&G products anymore. If they can’t respect our profession- how can we respect their products?
If you are involved in advertising, more than ever, there are two mediums that you shouldn’t ignore- the web and outdoor.
We’re here trying to educate clients (and other ad agencies) about not making “brochure-ware” websites and “Chest-beater” sites.
Definition of a chest-beater website:
a ego-centric site all about the site owner, and how great they are, without any real, useful information, typically built in Flash, so it’s guaranteed not to index or be W3C compliant (accessible to blind people).
Example copy: We’re the best advertising agency in the world- and that’s why you should hire us. We’ve won every major ad award, and throw amazing parties at Cannes. We work with all “A” level directors, and allow our creative departments to spend all your budget on very expensive TV spots, while ignoring your website, operational opportunities for marketing and anything we can’t win an award for.
Outdoor advertising on the other hand, is often the budgetary afterthought. After all, agencies don’t make as much money on cost effective media- due to the stupid idea of paying agencies with a discount on media billings. (more…)
We took to the streets today to promote the Websitetology.com seminar. Downtown Dayton Ohio has the cleanest sidewalks - making this both fun and easy.
Of course some people around here always get their panties in a twist about something - the post in front of the Mead Tower- was poking fun at the “New Page” Corporation- which just announced they are bailing for the ‘burbs-
“A “New Page” is a Websitetology.com”
In front of CityWide Development- we put a message about the realities of our website technology:
We also suggested you can get a great website for less:
“A Great website shouldn’t cost an arm and a leg”
We also reminded people that no one watches TV commercials anymore- which is a good reason for chalk on sidewalks- Guerrilla Marketing-
There were more- including
“I came, I saw! Because I googled”
“I Google, therefore I am”
“Get a PhD in Websitetology for only $79”
We’ll let you know how far $5 of chalk and a couple of hours can get you.
When we first wrote about the Chiat/Day produced Apple “get a mac” ads- I was comparing them to the Burger King Manthem- and viewing them from an efficiency standpoint.
Reading this article in the LA Times, we find out that Apple has at least 25 of these in the can- and I can guarantee they all cost less than the one BK Manthem spot produced by Crispin Porter & Bogusky.
There have been seven spots so far with Long playing the slacker-hip Mac guy to John Hodgman’s nerdy PC guy and there are almost 20 more in the can, guaranteeing that what is currently the hottest campaign on TV can last as long as the heat does.
So- in the day of one off ideas, fire for effect TV spots- with huge budgets- and very little actual selling going on- this Apple campaign is a standout- every spot hammers home a message of why Apple is cool, hip and reliable- while the PC isn’t.
The simple production values have caused a slew of spoofs- as a quick search of YouTube will show- but, if nothing else- that validates the concept as buzzworthy.
The question remains for other marketers- if two guys, in front of a white background- joshing each other for :30 can build sales- why have you spent so much with special effects, crazy stunts, exotic locales, etc?
If you had to sell your products or services with two guys in front of a white screen- what would they say?
