| Ideas, thinking (6 Records) |
Ideas, thinking |
California Milk Processor Board: “Got Milk?” #EZ.61028 Exp 06-30
Price: $0.02 / My two cents worth
In response to reports of flagging milk sales, ad agency
Goodby, Silverstein & Partners held an unconventional
focus group.
Participants were asked to not consume any milk for a
week before convening, and the respondents reported
frustration at the absence of the beverage.
This inspired an advertising angle and differed from most
1980s campaigns and focused on dairy’s health benefits.
Instead, “Got Milk?” hinged on how people tend not to
think about milk at all until they need it and it isn’t there.
The first TV commercial, directed by Michael Bay, premiered
in 1993. Two years later, Naomi Campbell starred in the first
celebrity-fronted “Got Milk?” print ad, sporting the now-iconic
milk mustache.
Creative Thinking, Inc. 360/774-1690
Port Townsend WA 98368
Contact: Don Nixon II Email: dmn.ez.nni@gmail.com |
| Current project #EZ.61644 Exp 05-01
coming soon
| De Beers: “A Diamond Is Forever” 1938 #EZ.61030 Exp 06-30
Price: $0.02 / My two cents worth
De Beers: “A Diamond Is Forever”
Before the 1930s, diamond engagement rings were reserved for the wealthy.
Then in 1938, the ad agency N.W. Ayer was enlisted by De Beers heir Harry
Oppenheimer to rebrand the jewel as something worth splurging for.
Copywriter Frances Gerety succeeded when she coined the slogan “A Diamond
Is Forever” in 1947.
The ad likened the diamond to the permanence of marriage and made the ring
an engagement staple, effectively increasing demand for the precious gem.
The campaign was launched nationally before expanding worldwide, and was
so successful in 1999, Ad Age magazine named it the No. 1 century slogan.
Begin what you can do with an opportunity with your listing in this space.
Creative Thinking, Inc. 360/774-1690
Port Townsend WA 98368
Contact: Don Nixon II Email: dmn.ez.nni@gmail.com |
| Nike: “Just Do It” In 1988 #EZ.61027 Exp 06-30
Price: $0.02 / My two cents worth
Nike: “Just Do It”
In 1988, the advertising agency Wieden+Kennedy debuted
the “Just Do It” campaign, and catapulted Nike into the realm
of cultural iconicism.
Written by agency co-founder Dan Wieden, the slogan debuted
in a TV spot for what was then a relatively small sportswear
company. The empowering catchphrase was intentionally
open-ended, and sought to capitalize on the decade’s
enthusiasm for self-determinization and personal achievement.
The idea for those three little words has a darker origin, however.
The phrase was adapted from the last words uttered by convicted
killer Gary Gilmore, who, shortly before his execution by firing
squad, said, “Let’s do it.”
Wieden and his collaborators swapped out a word, and the rest
is history.
Creative Thinking, Inc. 360/774-1690
Port Townsend WA 98368
Contact: Don Nixon II Email: dmn.ez.nni@gmail.com |
| Old Spice: “The Man Your Man Could Smell Like” 2010 #EZ.61032 Exp 06-30
Price: $0.02 / My two cents worth
Old Spice: “The Man Your Man Could Smell Like”
A simple statistic inspired the launch of Old Spice’s 2010
“Smell Like a Man” campaign. Wieden+Kennedy learned
60% of all body wash purchases were made by women,
so creative directors Eric Baldwin and Jason Bagley came
up with a campaign and appealed directly to them.
Enlisting actor Isaiah Mustafa to embody the man “yours”
could be, the campaign featured a shirtless hunk addressing
the camera directly while navigating a variety of over-the-top
situations.
Shot in one take and with social media traction in mind, the
ads quickly went viral and parlayed Old Spice from a baby
boomer relic to a must-have for the 18-to-34 age demographic.
If you want to test something you think might get the same
kind of traction, test it with an ezclassified adz and the “z”
for the plural is intentional.
| Volkswagen: “Think Small” #EZ.61029 Exp 06-30
Volkswagen: “Think Small”
Considered one of the best advertisements of the 20th century, Volkswagen’s
“Think Small” ad changed the game by injecting humor and self-awareness
into advertising.
Developed by DDB (Doyle, Dane, Bernbach) art director Helmut Krone and
copywriter Julian Koenig, the print ad was released in 1959 and was the first
to shirk the ad industry’s emphasis on mass consumerism.
With a focus on the vehicle’s utility and the brand’s acknowledgment of its
aesthetic shortcomings, the campaign was a welcome departure from traditional
sensationalist car ads.
It also marked the start of the ad industry’s creative revolution, ushering in the
golden age of advertising (an era beautifully depicted in the 2007 television
series Mad Men).
Creative Thinking, Inc. 360/774-1690
Port Townsend WA 98368
Contact: Don Nixon II Email: dmn.ez.nni@gmail.com |
|
|
|
