Karl Lieberman and his creative partner, Brandon Henderson, had been working on the brief for Dos Equis beer for months and had work in production, when they were told to come up with more ideas, a mere two hours before a meeting with the client.
With 30 minutes to go, they landed on “The Most Interesting Man in the World” and his famous line, “I don’t always drink beer. But when I do, I prefer Dos Equis.” The spots close with the signature sign-off: “Stay thirsty, my friends.” They were actually taking the brief, which they didn’t like, to an extreme- they didn’t believe that drinking beer made you interesting, but, that’s what the brief was searching for.
It also sold a lot of beer, and made the actor, Jonathan Goldsmith, famous.
Luckily, Lieberman and Henderson weren’t just working on a project for time and materials pricing. The value of that idea and the amount of beer it sold, priceless (to steal another tagline from another great campaign.)
The creative brief was pretty similar to all beer briefs- brands make a statement about the drinker, young folks still lean on these brand identifiers to help project their own personal brand. The same type of brief led Crispin Porter + Bogusky to devise “Twin Label Technology” for Molson- an ad campaign that was more than just a campaign, for Molson and one of our favorite examples of true Marketing • Innovation. This is the beauty of creativity in solving business problems. Do research, develop insight, and then find new ways to connect, often using what we call a “fundamental truth,” to create an emotional response that evokes trust and creates lust.
It was years before Nike had “Just do it.” Yet to many, it defines the brand. Three words took years to come up with. Those three words changed the brand forever.
For BMW, many would say “The Ultimate Driving Machine” was the perfect tagline- yet, for a few years, brand management moved away from it- before bringing it back.
When advertising is done right, it looks easy, it feels comfortable, and it immediately makes a connection with a consumer. That’s the value of creativity, and it should never be valued by time and materials.
How did Michael Jordan meet Mars Blackmon (aka Spike Lee)? Borrowed interest. Did Nike or MJ have a hand in the movie “Do the right thing”- the breakthrough film for Spike Lee? Nope. Did their ad agency, Wieden + Kennedy create the character for the movie- nope. They saw a cultural phenomena and tied the two together. That’s using borrowed interest successfully. Two things that seem to go together- but, wouldn’t happen without help.
The king of borrowed interest may be Weird Al Yankovic, who borrows the familiarity of famous songs and just re-writes the lyrics, turning Michael Jackson’s mega-hit “Beat it” into “Eat it.” Familiarity opens doors for your message to get through.
Almost any and every celebrity endorser for a product is borrowed interest. Do we pay more attention to Lincoln ads because Matthew McConaughey is in them. Is Lincoln really his brand- or was he bought? Bets are the big paycheck makes the difference.
Remember the annoying guy for Verizon- “Can you hear me now?” Why do you think he’s now pitching Sprint? Borrowed interest.
And while Google’s new Snippets feature places this definition on top:
“Borrowed interest is the intentional association of an unrelated theme, event or image with a product, service or subject being presented, to attract attention otherwise not anticipated.
which it pulled from some previously unknown self-proclaimed guru Susan Finch, borrowed interest is a key tool for brands that aren’t that well known and looking for some connection to something bigger than them. Which brings us to our little fun experiment.
Youtube Vlogger Peter McKinnon has hit the photography/videography community like a lightening bolt, going from zero to a million and a half (and counting) subscribers in a little over a year. We enjoy his tutorials, even though almost every single one could be shorter by about a third. Do I need to know about his favorite coffee to make a better video, of course not- but, it’s his thing and he almost uses it as a prop- as in let’s meet over coffee- but, I digress.
Everyone wants to know what McKinnon’s secret is to growing a community so quickly. We even watched an annoying video explainer (with the writing hand) that got over 287,000 views, by a guy that only has a few over 20,000 subscribers.
He’s making money on the pre-roll ad, using shared interest. His analysis isn’t rocket science, but, it’s quickly become one of his most popular videos, and all that in 2 months.
So, we thought, what could we do to attract Peter McKinnon’s fan base to take a look at a video we made? How can we introduce our agency to people who may need help with advertising, marketing, building a better website- or are interested in creating a borrowed interest campaign of their own. And, how can we have fun?
We think the main reason we watch Peter is because, well, all those crazy noises he makes. Remember all those late night infomercials trying to sell you hits of some past generation? Well, we decided to make an infomercial to sell the fictional “Peter McKinnon SFX library” guaranteed to get your video channel to grow subscribers like a rocket- and to introduce his viewers to us. We’ve also bid a large contract that we’re hoping to win and collaborate with Pete on, but we have to win it first.
So, order yours before midnight tonight, the complete, completely fake, Peter McKinnon SFX library, yours for only four easy payments of $24.95, get it before these custom, exclusive, McKinnon SFX become as tired and old as the old standbys of breaking glass, doors slamming and sirens wailing- all served up with a heaping portion of good old borrowed interest.
A recent reviewer of a RFP/RFQ response wrote this in the evaluation/scoring:
Plan provided is NOT a marketing plan it is a Operational plan. RFP is for Marketing not a replacement of the Administration.
People who think marketing is something separate from operations shouldn’t still be in business anymore. That myth should have gone away a long time ago. Wisdom from Leo Burnett should be a good starting place, and he died in 1971.
“What helps people, helps business.”
“Before you can have a share of market, you must have a share of mind.”
“We want consumers to say, ‘That’s a hell of a product” instead of ‘That’s a hell of an ad.'”
“The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.”
“The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.”
Considering the potential client runs a service business, funded with tax dollars, and is getting a failing grade on every count, (a local school district) a new operational plan and way to communicate the new way of doing business is the key to changing perception and their fortunes.
Marketing does not exist in a vacuum, it’s interrelated to everything a business does. Looking to management guru Peter Drucker, who died in 2005, we find yet another quote:
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
If that doesn’t tell you that an operations plan is marketing, you should reexamine your boss credentials.
Everything a business does, reflects upon its brand. And the brand is a story that the world tells each other, based on what they think they know about it. Apple, Nike, Google, the great brands- have a story that people can share without a whole lot of prompting- and for the most part, it’s a positive one. Sure, each has its detractors, but overall, the Q-score and the buzz line up with the company vision and goals.
To me, Apple started out as a “bicycle for the mind”- a tool to exercise your further your ideas and to help you share them. Nike reached into the competitor in all of us, and gave us an uplifting mantra- “Just do it” and Google, knew long before the rest of us, that with great power, came great responsibility and stated that their goal was to “Do no evil.” It’s take over a decade for most people to understand the power that Google had harnessed.
Click to download a printable PDF
Great companies do great things and communicate those things often and consistently. But here’s the key- it’s not through words or ads- “actions speak louder than words” should be the mantra of every ad agency across the globe. Doing good is doing well. Talking about yourself is just talk, and often times, boorish.
Need an example of actions speaking louder than words? I was at a minor league hockey game last night. I’ve been around hockey for at least 50 years, playing and watching. In a freak instance, a players stick was flung into the stands, and a fan caught it. Granted, sticks can cost as much as $300 these days- but, the team had the nerve to send down a team official to take the stick back. The crowd booed for at least 5 minutes. Considering the home team was down 2 goals, the players had to wonder why they should be trying their hardest to win- when they were getting a steady raspberry. Would a marketing-centric company dare to ask for the stick back?
The story that the fan will tell now is “I got hit by a players stick flung out of the rink” and they came and took it away. Or, the proper response, “I got hit by a stick at a hockey game, while sitting in my seat, and they came and checked to see if I was OK- and offered to let me come down after the game and get it signed by the entire team.”
September 23, 1977. Steve Jobs walks into a conference room to introduce “Think Different” internally. Khaki shorts, long sleeve black turtleneck with the sleeves pushed up- looking tired.
It’s an 18 minute presentation that anyone looking to turn a brand around should watch.
It’s not about speeds and feeds. It’s not about a better product. It’s about the core values of the company- and where does Apple fit in this world.
Yes, he begins with the product line being too complex, the distribution channel being too long and heavy, and that they spend a ton of money on advertising- although “you’d never know it.” He doesn’t blame his predecessors. He looks to the future and thinks about what kind of people he wants to build products for: “we believe that people with passion can change the world for the better.”
They get to use people that had never appeared in an ad- or ever world- for any other company. Partially because they aren’t talking about themselves, and partially because their leadership understood that doing great work comes first.
He cites examples- the milk processor board spent 20 years advertising “Milk is good for you- even though it really isn’t” and sales didn’t move- and then, Goodby Silverstein comes up with “Got milk” - which actually advertises the lack of the product and sales climb.
Jobs says that Nike, who makes a commodity- shoes, doesn’t sell shoes, and does advertising the “best of anybody” by honoring great athletes and athletics. Side note- Nike, for the most part has used Wieden and Kennedy for the brand since the start. Believing and trusting your ad agency is another good lesson. Jobs went right back to Chiat/Day for this campaign for a reason.
The result- is the “Think Different” campaign. Which literally changed everything. People listened to an ad. they watched it over and over- before YouTube. The words from this ad, turned into posters, were remembered as a eulogy for Jobs because it was so different.
Watch the video about the introduction. Learn. (sorry the actual commercial has the music cut out- you can watch the full final spot below).
UPS is an old brand. FedEx was the upstart. FedEx marketed like crazy, to sell its speed and reliability- “when it absolutely has to be there overnight.” UPS was dragged kicking and screaming into consumer advertising, and had a CEO that didn’t believe marketing was the answer. Maybe that’s why “We run the tightest ship in the shipping business” and “What can brown do for you” and finally “We [heart] Logisitics” all didn’t really talk to the consumer- but- about UPS.
First thing to understand about great advertising- it’s not about you, it’s about what you can do for your customer.
Finally, Ogilvy hit the nail on the head with the new UPS campaign “United Problem Solvers”- telling consumers exactly what they want to hear- UPS solves my problems.
“It does signal a way to look differently at UPS and what we can offer, instead of just thinking of our capabilities of making shipments from point A to point B,” said Maureen Healy, vice president of customer communications.
The ad campaign highlights offerings including temperature sensitive health-care solutions, its ability to help grow small businesses and its e-commerce expertise for retailers.
The company has tried to convey a broader message before. Indeed, the new campaign replaces the company’s previous campaign, “We [Heart] Logistics,” which had been in place for nearly five years and targeted companies aiming to sell their wares globally.
“It’s very hard to break through to have people think differently about UPS, because they think they know what they need to know about UPS,” said Alda Abbracciamento, world-wide managing director at advertising firm Ogilvy & Mather, who worked with UPS on the campaign. “While very well-known, we’ve got to provide additional meaning to that.”
Pivoting the United Parcel Service UPS brand to “United Problem Solvers” may not have been the easiest sell to a company that’s been in business since 1907, but since they’d abbreviated the name to UPS so long ago- they’d lost the essence already. And while those in the business may still use the word “parcel”- we’re in a much less formal era when companies will say “ship my pants” - for shock value. UPS needed a refresh from stodgy- and if you think parcel is an antiquated name- let’s get real- we all thought you were lying when you said you loved logistics.
Good campaigns can change the way consumers view your brand almost overnight. Wendy’s found it out with “Where’s the beef” which hammered home the unique product differentiation that had Wendy’s burgers hanging out past the edges of the bun. Nike found their groove with “Just do it” and now, we may be see UPS finally finding their mantra.
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