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Your comment reminds me of the Mad Men episode where they create a Lucky Strike ad campaign. The ad team offers up the slogan "It's Toasted" and the Lucky team
by edash 16y ago
Your comment reminds me of the Mad Men episode where they create a Lucky Strike ad campaign. The ad team offers up the slogan "It's Toasted" and the Lucky team replies that all cigarettes are toasted.
"It's Toasted" became the Lucky Strike slogan despite their protests and was a huge success. This wasn't entirely fiction of course, it was based on a true story.
http://en.wikipedia.org/wiki/Lucky_Strike http://en.wikipedia.org/wiki/Lucky_Strike
See also: David Ogilvy's Shell campaign
http://www.copywriting1.com/2007/10/famous-david-ogilvy-tv-ad.html http://www.copywriting1.com/2007/10/famous-david-ogilvy-tv-a...
And Claude Hopkins' Schlitz campaign
http://www.copywriting1.com/2007/10/claude-hopkins-schlitz-beer-ad.html http://www.copywriting1.com/2007/10/claude-hopkins-schlitz-b...
- tvon 16y agoThis is why I have a love/hate relationship with marketing. It's somewhat fascinating, but dirty as hell.
- patio11 16y agoWe were talking about a similar thing at the Software Industry Conference today: apparently, telling people vacuously true things matters in some circumstances. For example, giving reasons using the word "because" causes compliance to requests: asking to cut in line at the copier works some of the time, asking to cut in line "because I'm in a rush" works more, but asking to cut in line at the copier "because I need to make copies" works almost as much (i.e. much better than having no explanation)!