While we creatives would like to think that advertising is ALL about the idea, it really isn’t. It’s about doing something. It’s about being a presence in the minds of folks.
here’s a good example. every day i pass this billboard for Maker’s Mark whiskey. the somewhat childish and cartoonish premise of this ad is that the beverage is so desirable that someone (Tom or Jerry?) is sawing the floor beneath the bottle, presumably to steal and drink it.
no new ground being broken here.
but does it REALLY matter?
Arguably not. It’s a nice looking bottle with a fake wax top and whatnot. and i like whiskey. so this is ad is bringing me marginally closer to buying a bottle of Maker’s Mark.
Not Jack Daniels. Or Jim Beam. Because they aren’t running an ad that i know of. They aren’t doing anything as far as i know.
Maybe they’re thinking about doing something. Maybe they just can’t agree on what medium or message they should use.
It doesn’t really matter to me. They haven’t tried to reach me.
Maker’s Mark wins the day because they ACTUALLY DID SOMETHING.