Are we running out of new ideas? Recently we’ve seen several brands bring back an old icon to support a new marketing effort. I’m not suggesting that this is a bad thing, but it makes me wonder who moved the creative team in this direction. Was it the client, after seeing too many new ideas that just didn’t light them on fire? Were the creatives presenting concepts without enough passion for the brand?
I would rather take the most out-there concept and if the client loves it, find a way to make it happen. Challenging, but a much better route to take than the idea of “let’s go with what we used back in ’02, it really worked. Old ideas may work, but old ideas are “old ideas” and they belong on the name of the award you won for them, not back in the studio.
Recently we were challenged to come up with a better way to promote a PGA Tour event. Golf is a pretty laid back sport and for the most part, so is golf advertising. Some exceptions include the Titelist NXT campaign using John Cleese, and Cobra’s campaign using David Ferrety, but most of what is out there is b-o-r-i-n-g (yawn). This PGA tournament is being held in San Antonio (deep in the heart of Texas) but its past advertising might as well have placed it in Napoleon Ohio. (no sizzle). One of our concepts included grabbing the past years winner, along with a strong Texas recording artist and cooking up an exciting approach to draw people into gate. That’s in the works now, and we’re excited about pumping out a great campaign. I’ll let you know how it turns out, and I’m very confident that it will kick butt.
Finally, have you heard; they’re having trouble marketing Barbie. She was the best friend of boomerettes for decades, but Mattel wants to bring her up to 21st century status with some new moves. I kind of doubt that will happen. Barbie, RIP, and look to e-Bay for some pricey memories.