March 2012
15 posts
___________________________________________________________________ How do you win Guinness back for BBDO? Make sure the ads are as shocking as the new lager.
Microsoft needed a telegraphic way to convince skeptics it was no longer “half in” on cloud computing. So we put the company all in.
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What does a Cochlear implant offer the deaf that a hearing aid can’t? Everything.
You can’t fight the flu like it’s a cold. Dramatizing that truth won the pitch.
June 2009
1 post
TV Guide TV show junkies don’t live for TV. They live for their favorite show. And they hate it when an episode ends for the week. Which begged the question: What if there were a way to keep a show fan’s buzz going past the duration of the episode? To extend the high through the week? That insight ignited a creative and media idea that won the TV Guide multiplatform account. Led to an...
May 2009
96 posts
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Corona Amidst all the bar scenes and frat-boy humor, Corona quietly invites people to step out of their everyday world into another.
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How to push Corona’s “Vacation in a bottle” positioning out from old media into new—keeping it fresh and relevant? The medium can change, but an ownable consumer insight stays the same.
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Rozerem If you can’t sleep, you can’t dream. And your dreams want you back. How to incite trial of a more natural sleep pill without having to tag it with all the legal mumbo jumbo? Stick to the insight, not the claim. These were the first branded, non-indicated reminder ads of their kind.
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Sealy Cultural truth: Most Americans no longer get eight hours of sleep each night. We’re lucky to get six. So, what if we could get a better six? That simple insight won the Sealy Posturepedic account. Retailers got the handle they were craving. And Sealy got a culturally spot-on space for the brand to live.
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How do you know if an insight has legs? It can lead to multiple campaign ideas. This year’s Better 6 campaign, with a wink and a smile, salutes those among us who sacrifice sleep to do extraordinary things. Click on the launch ad twice to enlarge.
Digital I started in Interactive. Only back then, it was called “Direct Response.” The medium has changed, but the mechanics haven’t. Entice, convert, calculate cost-per-lead. What separates strong digital from weak? Ideas that incite click-through and click-completion.
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Levitra Erectile Dysfunction isn’t just his issue. Turns out, it’s her issue, too. And she wants him back. So why not shift his guilt-ridden problem to her loving need? That insight (born out of interviews with urologists) won Levitra’s expanding Interactive business, made C-K the digital AOR, and the idea agency for the GSK/Schering Plough brand.
How do you turn a drug’s MOA (method of action) into a selling idea?
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Three-for-Free sampling generates massive trial for Levitra. “Get in the Game” retro, Atari-style Interactive games are unlocking a huge new database of men 50+.
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Degree Unilever was in search of a big brand platform for its men’s antiperspirant. Other brands owned the idea of taking physical risks. But not the idea of taking emotional risks—perfect for body-heat-activated Degree. “For Men Who Take Risks” won the pitch and changed the deo discussion. And so did the Super Bowl campaign that launched it.
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AirTran How does a value airline get its message through to a cynical business audience? With its own healthy dose of cynicism. Fight fire with fire.
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AirTran is all about the voice of the customer. That came in handy for the integrated introduction of free onboard WiFi.
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How does that same airline reach the college crowd, the most cynical of all audiences? Not in a traditional manner, that’s for sure.