In honour of November being Mustache Month for Prostate Cancer, here are two stories about how mustaches have screwed up commercial shoots for me. First case was a Mr. Clean commercial we shot. It was a typical Procter & Gamble commercial. Lady of the house uses Mr. Clean to leave her house looking bright and… Read More: How Mustaches Can Screw Up Commercial Shoots »
On our second day in Haida Gwaii, we continued south from the floating camp in the zodiac toward the very southern tip of the islands. We planned to stay at an abandoned whaling station called Rose Harbour on of the few places for shelter in Gwaii Haanas National Park Reserve and Haida Heritage Site which comprises most… Read More: SGang Gwaay Llanagaay »
It is quite amazing how easy your job is. Just ask someone who doesn’t do it. At the same time, from your point of view, their job is amazingly easy. We get this every day in advertising because with digital tools it is not that challenging to make something that looks like an ad. But… Read More: Your Job Is Easy; My Job Is Hard »
Have you ever felt like some company was buzzing around you, becoming so irritating and you couldn’t seem to bat them away. All they wanted was a little bit of your blood. Take the banks and cell phone companies. Somebody, please… take them… They are constantly sucking just a little bit of blood out of… Read More: Mosquito Capitalism »
It was the middle of the summer of 1978, I had just taken a job working with Grey de Venezuela, an advertising agency in Caracas, Venezuela. The appeal to me was for some control. I had been working in massive agencies in New York City where I was just another brick in the wall. In… Read More: Me and Koolio Down in the Jungle »
Which commercials do you believe? Too few! Many commercials are produced these days with little effort to maintaining the premise that their message is actually believable. Maybe we gave up trying to make them believable. But when commercials are more believable, they are more persuasive. There are three qualities that contribute to believability: expertise, trustworthiness,… Read More: Commercials That We Don’t Believe »
I was driving along on a city street in Toronto in my car, speaking, hands free, to a friend in California. As we were talking an ancient Ford Model T pulled right in front of me. The Model T was in amazing condition and it toodled along in front of me as we pulled up to… Read More: The Cop Is a Canadian Too! »
Everybody thinks they know advertising and can provide us with a critique of what’s good and what’s not. Rarely do I hear criticism that shows consumers understand the strategies we employ to get messages across. More often than not people evaluate commercials based on entertainment value. We don’t. I recall shortly after we had begun… Read More: Girls with Big Noses Make Great Actresses »
La publicidad no es solo un ‘negocio del espectáculo’; también hay mucho trabajo detrás de las cámaras que hay que entender antes de desarrollarla. Queríamos saber cómo mejorar las ventas de jabón para nuestro cliente, Procter y Gamble de Venezuela. Por eso le pedí a uno de sus vendedores que me llevara al mercado mayorista… Read More: Los Mayoristas Sí Saben »
We buy media against demographics like age, income and education. And target our creative at that target. We are consistent and correct – right? Let’s check by starting with how well people perceive themselves. Take you for example. (Pull out a mirror or look at the graphic to the left.) Do you always “act your age?”… Read More: Aim Creative at Who the Target Thinks They Are, Not… »