A few years back I was part of a crack international DDB team set up to crack the advertising for UK and Ireland. I was THE IRISH GUY as far as Anheuser-Busch HQ in St. Louis were concerned. And I was! So I set about thinking how to crack a market I knew innately if not contemporaneously. I left Ireland in 1990. A long time ago.
Anyway. One idea I had was to simply export the brilliant Bud Light REAL AMERICAN HEROES radio campaign (later amended to REAL MEN OF GENIUS post 9/11) created by my good friend Bob Winter. Bob’s on wikipedia and everything!
I had the pleasure of seeing this campaign develop. And one thing that always struck me about it was that the campaign WAS Bob’s sense of humor. He’s a funny guy. That’s him I hear in all the spots. His partner Chris Roe was equally funny and sarcastic. They were a killer team with a killer idea. And one that printed ideas like money for a very long time. The campaign is still running 11 years later. And the awards haul has been truly sickening.
The reason I liked the idea of exporting the idea to Ireland was that Ireland is full of weird types unique to Ireland. So poking fun at them would be fun. I should point out though that this was not Bob’s original idea. His original idea was to celebrate unsung heroes like the poor schmo who collects the shopping carts in the supermarket parking lot. That takes a lot more thoughtfulness and skill and is a result a lot more likeable.
The lazy version of his idea is to just poke fun at stereotypes. Which is what I did. Sorry Bob!
I should point out that these ideas were generated by the folks at DDB Dublin at my suggestion. Sorry dudes, can’t remember names. You were awesome!
But I think they’re a great example of how great ideas effortlessly transcend culture and nationality. And I know it’s slack of me to just steal an idea and adapt it, but sometimes that’s the best thing to do. I think these radio spots prove that. Love to know what Irish peeps think.