To continue our juxtaposition of famous and lauded advertising with drivel, we present yet another incredibly annoying radio and television campaign that is simply unforgettable. This means, of course, that it is also incredibly successful, because you can't get the jingle out of your head. Actually, the harder you try the longer it stays there. And while it may be obnoxious, it is brilliant strategy. Whether your marketing is smart and elegant, or just plain nauseating and invidious, the goal is to make the brand endure in the consumer's mind.
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So far, we have featured ad campaigns that are famous for their brilliant concepts and ingenious execution: Avis, Apple, Volkswagen, Coca-Cola, McDonald's, FedEx and more. Classic advertising. Now it's time for a campaign that is equally as timeless and successful, but in an entirely different way.
This is classic advertising from Coca-Cola. And it's a strategy worth emulating, especially if you're a leader in your field. Securing a leadership position in marketing entails getting into the mind of the consumer first. The essential strategy in keeping that position is reinforcing the original concept.
One of the most powerful and recognizable ad campaigns of the 20th century was created in 1984. (No, not Apple; the other one.) The client? Wendys. The Ad agency? Dancer Fitzgerald Sample. The talent? The inimitable Clara Peller.
Your brand is no longer your own. It belongs to your customers. The days of "managing" your brand happily with print, television and radio spots -- essentially telling consumers what to think of you -- are long gone. It's a new world, and it certainly isn't as brand-friendly as the past. The era of booze and smokes and telling clients what they should do is over. There are no more Madmen.
American Airlines has been going through some tough times. But now they're revitalizing in spectacular fashion, as evidenced by the new design scheme for its fleet. The new logo and livery are the first fleet-wide updates in 40 years.
While the nation's third largest airline is in merger talks with US Airways, should the companies reach an agreement the new airline will be called American Airlines. If the airlines do merge, it will be the world's largest.
The Maidenform "Dream" campaign ran from the end of World II through the 1960's. It featured gorgeous women, their bottoms modestly clad but their tops ensconced only in their bras, dreaming they went shopping, played pool, rode fire trucks or crossed the Nile on Cleopatra's barge in their Maidenform bras.
Kurt Kroner wasn't the copywriter or the art director. In fact, he had nothing to do with Doyle Dane Bernbach, the agency that ignited a creative revolution. Kroner was one among 3,400 Wolfsburg, Germany, assembly plant workers to flag a blemished chrome strip on the glove compartment of a 1961 Volkswagen Beetle and reject the vehicle for delivery.
In 1981, John Moschitta was hired by ad agency Ally & Gargano to do a commercial called "Fast Paced World for Federal Express. The spot, directed by Joe Sedelmaier, featured Moschitta playing a fast-talking executive named Jim Spleen. It is considered to be the most award-winning commercial in history, garnering six Clios and a Best Performance award for Moschitta.
In the mid-1990s, with the emergence of new juices, fruit drinks, iced teas, coffee drinks, bottled waters and soft drinks, Californians were drinking less milk every year. The dairy industry was in dire straits, and they needed help. San Francisco ad agency Goodby, Silverstein & Partners delivered.