We had launched a cereal with Wayne Gretzky on the box in 1984. It was a front page success in Canada. This was unusual because cereals are rarely launched in Canada alone. Usually we relaunched cereals that already had been successes in the United States, our huge test market to the south. Things had gone smoothly… Read More: It Was All Downhill From There! »
Watching retailers do their own commercials on TV often makes me cringe. Particularly car retailers. They start their commercials by yelling and keep it up. Their theory may be that all their energy makes the viewer think that something exciting is going on. But is just yelling enough? The result is a constant yelling throughout… Read More: If I’m Not Yelling, I’m Not Selling »
Are origin myths true? No matter, they set the trajectory.
When you have the opportunity to shoot a commercial with a top rock group, you have a narrow time window to shoot through. And you only get one chance. Their time is in high demand when they are on top – it may not last and must be exploited quickly. I have had the opportunity… Read More: We Shot a Snow Leppard »