In no particular order …

Doritos “Shock Collar”

E-Trade “Girlfriend Talking Baby”

Doritos “Tough Kid”

Bud Light “Book Reading Party”

Google

You can’t be successful at marketing your business if you don’t take it seriously. It takes focus and preparation. What happens when you don’t?

If you’re really to take your business to the next level with strategic marketing help, visit FMT.

Tying in with the current Seinfeld “non-reunion reunion” running on Curb Your Enthusiasm I thought I’d share this oldie-but-goodie Marriott Marquis Hotel spot we did while the show was still airing. How cool it was to be directing Jerry Stiller and Estelle Harris, “The Costanza’s”. And, then having the spot actually run during  Seinfeld commercial breaks.

In the ad biz there’s a saying that you can’t be very good if you haven’t been fired. I guess that makes me very, very, very, very good.

It’s true that ad people get canned more than most. It’s an industry thing. Nevertheless, four times is kind of a lot and each time, for me, was a painful experience casting doubts about my talent and future. Little did I realize that those firings were directing on a course that would ultimately lead to the co-founding an award-winning Madison Avenue agency and a White House honor.

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I was just interviewed by The Wall Street Journal today about a Viral Video campaign we did for a client. Apparently, they liked it. They were curious to know what makes a viral video viral. Though one can never truly know for sure, it’s obviously got to be something exceptionally interesting, or exceptionally funny. And, I suppose getting national press in WSJ doesn’t hurt either.

See another.

Tis better to risk ruffling feathers than risk being ignored.

If your advertising/marketing doesn’t grab attention, and possibly even ruffle some feathers, it may not be that good. Because, as everyone knows, about 90% of people are numb to about 90% of ads. And, if your message gets overlooked you’ve just wasted your time and money. Not that an ad has to be controversial to be effective, but, those that are — if also truthful, on strategy, and highly creative — often generate the best results. Like these:

Controversy: The minister initially rejected it believing that it would offend some church members. But he also understood and appreciated what we were trying to do. When the ad finally ran, many conservative church members were offended.

Results: Younger, non-church members (the main target audience) loved it and the provocative campaign helped increase membership over 30% by the 2nd year. It also got positive press in The New York Times. The minister later informed us that many people told him that, of all the ads, this was their favorite — and the most memorable. The campaign is featured in Prentice-Hall’s Principles of Marketing and this Fall marks the 11th consecutive year of the nationally recognized campaign.

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Controversy: Daffy’s Off-Price retail message is that you’re crazy to pay retail. Yet, some hated this ad so much they actually picketed in the streets. The Alliance for the Mentally Ill insisted that the ad was very offensive.

Results: Major press in The New York Times, etc which fueled sales and helped add to a 25% dollar volume increase. Clearly, many others disagreed with The Alliance. (See other Daffy’s ads)

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(Click image to play)

Controversy: Picking on Smuckers Jam is like picking on Mom and apple pie. Yet, to make our point we believed we had to do it. Fortunately, our savvy client agreed eventhough he knew that Smuckers might try to sue his pants off.

Results: A 90% sales increase the first month, a featured article in Forbes, and no lawsuit. Because what we said was true. In fact, the results were so dramatic that our client doubled his media spending the following month and the campaign went on to become a case study taught at Harvard Business School.

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Controversy: Our original client rejected the ad fearing negative feedback. So, we found another client — one who believed in the message enough to run it and stand behind it.

Results: A month after the print ad ran we got a request from the client for 1000 posters because so many schools, social workers and protective care agencies were requesting copies of it. Our agency later received the first ever United Nations Humanitarian Award for an ad.

To view some of our less controversial work, visit:
http://www.follisinc.com/theads.htm

As totally cheesy and formatted as this spot is, it actually features a great product demo. So, it may be more appealing than you might think … if you live in Minnesota and watch the Fishing Channel.

What do you think of this Wunder Boner spot?

Well, at least according to Josh at SuperNews!