0:01

Hi, it's Terry O'Reilly. Recently,

0:03

we recorded a brand new episode of Under

0:06

the Influence in front of a live studio

0:08

audience at the Hot Docs Podcast

0:11

Festival. And I did something in that

0:13

episode I've never done before. I

0:15

talked about the commercials that I wrote

0:18

or directed.

0:19

And it was a lot of fun because I know

0:21

all the backstories and I have the scars

0:24

to prove it. And here's one more

0:26

interesting thing. You get early

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Due

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to popular demand, we've dug

2:21

very, very deep into our

2:23

archives and are pleased to announce the

2:25

re-release of episodes from the last

2:28

season of The Age of Persuasion.

2:30

And we've remastered them to fit our Under

2:33

the Influence format. Here is

2:35

an episode from 2011. This

2:38

is an apostrophe

2:39

podcast production.

3:35

Back in the 1950s, Dwight

3:38

D. Eisenhower had become known as

3:40

the first TV president. In 1952,

3:44

when Eisenhower came to power, only 30%

3:47

of America had television sets. But

3:50

by the 1956 election, over 75% did. Then

3:57

in 1955, Eisenhower suffered a heart

3:59

attack. which put his reelection

4:01

campaign in jeopardy.

4:04

That's when the big

4:05

question was asked,

4:07

how does the president get reelected

4:10

if he doesn't have the health to endure a strenuous

4:12

53-city campaign tour

4:15

across the country?

4:20

The answer was to campaign

4:22

on television instead. Eisenhower

4:26

was skeptical of television, but

4:28

his vice president Richard Nixon convinced

4:30

him of its power, saying, imagine

4:33

the tremendous audience you could reach.

4:36

Eisenhower had employed advertising agency

4:39

BBDO for his previous

4:41

victory, and they had a smart television

4:43

department. The next question

4:46

was this, how do we

4:48

get the public used to the idea of a

4:50

presidential candidate who doesn't

4:53

hit the campaign trail? So

4:55

the White House press office got to work

4:58

to soften the news by repeatedly

5:01

telling reporters that the president

5:03

would be doing little travelling during this campaign,

5:05

saying, after all, we're

5:07

in the new television age. Then

5:11

the next question emerged,

5:13

how does a reluctant Eisenhower get

5:16

comfortable on a medium he doesn't

5:18

like? While

5:22

Eisenhower hated television during his 1952 election,

5:26

he actually began to change his tune

5:28

in 1956. He

5:31

became incredibly comfortable in front of the

5:33

camera and was able to use the medium

5:36

effectively. That

5:38

was due, in no small part, to

5:40

the fact the White House had hired actor Robert

5:43

Montgomery to coach the president. Montgomery

5:46

was a popular Hollywood leading man whose

5:49

daughter Elizabeth Montgomery would

5:51

one day star in the sitcom Bewitched.

5:55

Montgomery Bewitched Eisenhower.

5:58

He would be the first Hollywood figure to actually

6:00

have an office at the White House. He

6:03

taught the president how to command respect

6:06

while expressing his warm personality

6:08

on camera, and how to treat

6:10

the camera as if he were talking to a single

6:13

person, not a faceless

6:15

audience of millions. By

6:17

the end of the campaign, Montgomery

6:19

had become one of Eisenhower's closest

6:22

friends. Then another

6:25

nagging question surfaced. How

6:27

do you calm the public's concerns

6:29

about the president's health?

6:36

Advertising agency BBDO recommended

6:38

using television to show an active and

6:40

robust president on the move,

6:43

and to have the president often repeat

6:45

how fine he felt while on camera.

6:48

The TV strategy worked. On

6:51

election night, Eisenhower enjoyed

6:53

one of the biggest election landslides

6:56

in history. He carried 42 of 48 states.

7:01

And in a survey, Americans overwhelmingly

7:04

named television as the media source

7:06

most influencing their voting decisions.

7:11

So in the 1960 presidential

7:13

election, in which Richard Nixon

7:15

was running against Senator John F. Kennedy,

7:18

it was only natural that Nixon would also

7:21

employ ad agency BBDO

7:23

and utilize television. At

7:26

one point during the campaign, Nixon

7:29

was in the hospital with a knee injury,

7:31

but he summoned the executives

7:33

from BBDO to his bedside

7:36

for an important meeting. When

7:39

they got there, Nixon asked one

7:41

single question. Why

7:43

do you suppose Kennedy wants to debate

7:46

me on television? He

7:49

asked because a presidential debate had

7:51

never been televised before. When

7:57

Nixon asked that question, there was

7:59

a big pause in the video. the room, followed

8:01

by a silence. When

8:04

the vice president pressed for an answer,

8:06

one of the BBDO executives cleared his

8:08

throat and said, Sir, women

8:12

are going to decide this election and

8:14

Kennedy is good looking. You're

8:16

not. That was

8:18

probably not the answer Nixon

8:21

was expecting. Funny

8:32

thing about questions, the answers can

8:34

often be surprising. Today

8:37

we answer your questions. We've

8:40

asked listeners to send in any questions about

8:42

advertising or marketing and we

8:44

received a record number. Some

8:47

were thought provoking, some were angry

8:50

and lots were funny. So

8:52

sit back as I try to answer them

8:54

to the best of my ability. And

8:56

we're hoping that unlike Mr.

8:58

Nixon, you just might enjoy

9:01

the answers. When

9:21

we put out our call for questions this season,

9:24

we received a gamut that crisscrossed

9:26

every corner of the advertising business.

9:29

Some were easy to answer and some

9:31

were so astute I had to do research

9:34

or talk to friends in the advertising industry

9:37

to formulate an answer. In

9:39

the case where the same question was asked by several

9:42

people, we chose the person who submitted

9:44

it first. But suffice it to say,

9:47

under the influence listeners are very

9:49

savvy. So let's

9:51

begin today's show with a question we received

9:54

online from someone whose Twitter handle

9:56

is MimeRifle. He asks,

9:58

why do you want to answer this? small business

10:01

owners insist on doing their own commercials

10:03

even when they turn out so atrociously.

10:07

Yeah, you mean like

10:09

this.

10:11

Well, there are a number of reasons

10:13

why small business

10:25

owners

10:29

do their own commercials. First, there

10:31

is the cost factor. The

10:33

actors, sets, equipment and crew required

10:36

for a television shoot are very expensive.

10:39

I asked a television production company

10:41

what the cost was just to get a typical crew

10:44

to the set. Answer, anywhere

10:47

from $50,000 to $200,000 depending on the complexity of the idea. And

10:53

that's before you start shooting any footage.

10:56

Then, once the commercial is shot,

10:58

it needs to go into post-production. That's

11:01

where the spots get edited and the sound

11:03

effects music and voiceover are added.

11:06

The sound is mixed, the color is tweaked

11:08

for broadcast and the final commercial

11:10

has to be shipped.

11:11

Then the actors have to be paid.

11:13

Most commercials are shot with union

11:16

actors. They are guaranteed certain rates

11:18

depending on their role in the commercial. The

11:20

highest rate is for the lead actor with

11:23

lines and the lowest for an extra

11:25

with no lines. Total

11:27

cost of a typical TV commercial, anywhere

11:30

from $250,000 up to three quarters of a million dollars

11:35

and pass that if the idea is

11:37

big. Todd

11:41

Gale asks this, what

11:44

do background actors actually say when

11:46

their lips are moving but we can't hear them? And

11:49

wouldn't it confuse deaf people who

11:51

lip read? commercials

12:00

you see on TV. He

12:02

said all background extras are instructed

12:05

to mouth fake words. That

12:07

way their voices won't interfere with the lead

12:09

actor and lip readers won't be distracted

12:12

or shocked. Haha. All

12:15

in all, it takes an army to make

12:17

a TV commercial. That

12:19

makes it expensive and that's why

12:22

local business owners often star in their

12:24

own cheap commercials. Another

12:26

reason is that many business owners believe

12:29

that nobody can sell their product like

12:31

they can. And occasionally

12:33

a business owner is a highly

12:36

persuasive TV presenter. And

12:38

sometimes a revolutionary product

12:41

in order to be believable has to

12:43

be presented by the owner. James

12:46

Dyson comes to mind. Reinventing

12:48

the vacuum cleaner has been an obsession of

12:50

mine for the past 17 years. It began

12:54

with cycling technology. For

12:56

me the fundamental answer is loss of

12:58

suction.

13:00

Next we eliminated bags.

13:03

Then came our ball. There really

13:05

had to be another way to push a vacuum around

13:08

the home. While James Dyson

13:10

is passionate about his product, that

13:12

doesn't mean all passionate business owners

13:15

make for good television. Sometimes

13:18

the boss just wants to be on

13:20

TV. Here's

13:29

another popular question. Arwen2

13:32

asks this via Twitter. How

13:35

do we get rid of election attack ads?

13:38

Answer?

13:39

We can't. But that prompts

13:42

another question. Do they work?

13:45

The reality is they are highly

13:47

effective. Political

13:50

parties figured this out a long time ago.

13:52

In a past episode we

13:54

traced negative political advertising

13:56

back as far as the late 1800s. In

14:00

the 1980s, politicians

14:03

discovered something. They

14:05

would conduct focus groups with voters

14:08

aligned with other parties, gather

14:10

those voters in a room, and discuss

14:12

the downsides of their party with

14:14

them. This was done to try

14:17

and understand why people would vote for a party

14:19

in spite of so many negative factors.

14:22

By the time the people left that room,

14:25

a high percentage of them had switched

14:27

parties in their minds. Even

14:30

though the organizers of the focus groups

14:32

were only trying to understand the psyche

14:35

of the voters, they were amazed

14:37

at how many people would switch parties

14:40

after hearing negative information.

14:46

So political parties extrapolated

14:48

that insight onto a bigger canvas

14:50

and started to use that tactic in campaign

14:53

advertising. In the US,

14:56

attack ads against presidential candidate

14:58

Michael Dukakis greatly impaired

15:00

his chances against Bush Sr. in 1988. In

15:05

Canada, attack ads against Liberal

15:08

leader Michael Ignatieff in 2011 essentially

15:11

neutralized his chances long before

15:13

voters even went to the booth. The

15:16

Conservatives won an overwhelming

15:18

majority, leaving liberals with their

15:20

worst showing in years. Even

15:23

though Justin Trudeau's first election campaign

15:26

broke that trend by being positive based

15:28

on the slogan, Sunny Ways, if

15:31

you're waiting for negative political ads

15:33

to go away soon, don't

15:35

hold your breath.

15:46

Lorenzo posted a very interesting

15:48

question on our Under the Influence

15:50

website. He asks, Which

15:53

single advertising campaign had the biggest

15:56

impact on the success of a brand or

15:58

product ever? Good

16:01

question. And one that is probably

16:04

impossible to answer conclusively.

16:06

But any advertising

16:08

that catapults a brand to number one

16:10

status has to fall into that category.

16:13

A great example is

16:15

the famous campaign for Miss Clarell launched

16:18

in 1956.

16:19

Does she or doesn't she? Miss

16:22

Clarell hair color looks so natural only

16:24

her hairdresser knows for sure.

16:26

The famous does she or doesn't

16:29

she campaign for Clarell hair coloring

16:31

convinced an entire nation of women

16:34

that it was okay to dye their

16:36

hair. In those days hair

16:38

coloring was a taboo subject.

16:41

The perception at that time was

16:43

that only Hollywood stars and streetwalkers

16:46

did it. Yet this campaign

16:49

with its naughty does she or doesn't she

16:51

slogan which beyond the sexual

16:54

innuendo suggested the hair

16:56

dye was so natural looking only

16:58

a hairdresser would know for sure.

17:00

And that propelled Clarell sales 413%

17:03

higher in only

17:06

six years. Not only

17:08

that it influenced over 60% of all

17:10

adult women to color

17:13

their hair to this day.

17:16

Not many campaigns can claim that

17:18

kind of success.

17:28

In the mid-50s Chicago

17:31

advertising agency Leo Burnett

17:33

landed an assignment from client Philip

17:35

Morris for a cigarette brand called

17:38

Marlboro. Back then

17:40

Marlboro was a lady cigarette.

17:43

The slogan was Marlboro mild

17:46

as may. The cigarette

17:49

even had a red filter tip to hide

17:51

lipstick smears but as

17:53

a women's brand it was failing.

17:56

So Philip Morris aspurnet to reposition

17:59

the brand to become a man's

18:02

cigarette. In the advertising

18:04

world, it would go down as one

18:07

of the riskiest decisions ever

18:09

made. So Leo

18:11

Burnett chose to reimagine Marlboro

18:14

using the most masculine image in

18:16

America, the cowboy.

18:25

With that, they created the Marlboro

18:27

Man. The imagery was

18:29

tough and masculine. In

18:32

only 30 days, Marlboro

18:34

became the number one male cigarette

18:37

brand in the New York test market.

18:40

It's astounding, isn't it, considering

18:42

it was a female brand only one month

18:44

before. By the time

18:46

the Marlboro Man went national in 1955, sales

18:48

soared to $5 billion,

18:52

a 3,241% increase over 1954. Even with the release

18:54

in 1957 of the first article in

19:04

Reader's Digest linking lung

19:06

cancer to smoking, the Marlboro

19:08

Man rung up sales of $20 billion that same

19:11

year alone. Twelve

19:14

years later, tobacco commercials

19:16

were banned on television. And

19:18

even without the benefit of television, which

19:21

is to say, without the benefit of the

19:23

most powerful medium in advertising,

19:26

Marlboro became the number one tobacco

19:29

brand in the world. It

19:32

is without a doubt the advertising

19:35

industry's darkest achievement, but

19:38

it is a case study in repositioning

19:40

a product to become number one.

19:44

It not only took a completely feminine product

19:46

and made it a male brand, it became

19:49

the symbol of masculinity.

19:54

Then there's my beloved Volkswagen campaign,

19:56

which I think is the greatest advertising

19:59

campaign ever.

19:59

ever done.

20:05

In the 1950s, post-World

20:07

War II, sales of the German

20:10

car were marginal at best. Then

20:13

advertising agency Doyle Dane Burnback

20:15

landed the account. Their

20:18

ads taught the industry how to use humor

20:20

as a powerful selling tool. Soon,

20:23

the ugly little VW Beetle was

20:25

selling 120,000 out of a total of 614,000 imported cars, which

20:32

was incredible. By 1967,

20:34

import sales rose to 700,000, and Volkswagen

20:37

sold over 60% of them. It

20:43

remained the number one imported

20:45

car for years. And

20:47

people still remember the beloved VW

20:50

Beetle to this day. Which

20:53

I maintain was due, mostly,

20:55

to one of the greatest advertising campaigns

20:58

of all time. So,

21:01

I hope that answers your question, Lorenzo.

21:05

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21:08

a jingle.

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G-O-P-O asks on

22:56

our website, what happened

22:59

to Jingles? Could they return? Excellent

23:03

question. Jingles have been such a

23:05

big important part of advertising since

23:07

the advent of commercial radio in the 1920s. Many

23:11

people who objected Jingles don't know how

23:13

many days there are in April without

23:15

going through a certain jingle in their

23:17

head. And you first learn

23:19

to remember your ABCs with a jingle.

23:23

Yep, Jingles are incredibly sticky.

23:26

Remember these? You'll wonder

23:28

where the yellow won't wane. You'd buy your

23:31

teeth with that soda. Real green,

23:33

a little Babadou yum. Real

23:35

green, looks of evan air. Slap,

23:38

clack, or rice with beans. Hey,

23:40

let's all

23:42

go to A&W. Who's

23:45

more fun at A&W? I don't

23:47

want to go to the mall. I

23:50

don't want to go to the mall. I

23:53

don't want to go to the mall. I'm

23:55

seeing the boys in our bitty.

23:57

Me and my sister.

24:07

It could be argued

24:09

that the advertising industry has never

24:11

created a method as effective as

24:13

jingles to get people to remember a brand.

24:17

The last great gasp

24:19

of the jingle was in the 1980s. That's

24:22

the era when musicians like Michael Jackson

24:24

and Madonna began licensing their music

24:27

to advertisers. Music

24:29

has always been a big part of advertising,

24:32

but jingles in their truest sense

24:34

have all but disappeared. Could

24:37

they make a comeback? Hey, Mr.

24:39

Clean has been using this jingle since 1959.

25:01

Jheim123 asks, We

25:04

all know that ad agencies thrive on

25:06

the accolades that the industry bestows

25:08

on itself. But what I would like

25:11

to know is which campaigns actually lifted

25:13

the sales of a brand, not

25:15

just the award sitting in the agency's

25:17

boardroom, but sales awards

25:20

sitting in the client's boardroom. Hmm,

25:24

I suspect Jheim123 is a client. Yes,

25:28

the advertising industry has a lot

25:30

of award shows, but so does Hollywood

25:33

and even the insurance industry for that matter.

25:36

The advertising business, as I've mentioned

25:38

before, is an industry built on

25:40

rejection. Few careers

25:42

I can think of are based on daily rejection

25:45

the way the advertising industry is.

25:48

Hours and weeks are spent generating ideas

25:50

that are turned down and crushed daily.

25:54

So award shows help celebrate the

25:56

ideas that survive. Many

26:00

advertising clients believe award-winning

26:02

ads don't sell. A VP

26:05

Director of Marketing for one of the top 10

26:07

largest brands in the world once

26:09

said to his agency, We

26:12

don't care what you do for other clients,

26:14

but if you win a creative award on any

26:16

of our products, you'll be fired.

26:20

He sounds like a peach. Such

26:23

prompts the question, do award-winning

26:25

commercials work? A

26:30

comprehensive and conclusive study

26:32

on that very subject was undertaken.

26:35

Four hundred of the most awarded commercials in

26:38

the world were gathered, the advertisers

26:40

were contacted, and the results of

26:43

the commercials were analyzed. The

26:45

ads were created by 186 different advertising agencies

26:48

from 28 different countries. The

26:53

study results were remarkable.

26:56

It found that 346 of

26:59

the 400 award-winning commercials had

27:01

absolute measurable marketplace

27:04

success. That

27:07

means 86.5% of the award-winning commercials

27:10

achieved or surpassed the advertisers'

27:12

goals. The study

27:15

was repeated using the exact

27:17

same methodology a decade later.

27:20

This time, the most highly awarded 180

27:24

commercials from around the world were analyzed.

27:27

Even in tougher economic times than

27:29

when the first study was done, 82% of

27:32

the commercials achieved

27:34

or surpassed advertisers' objectives

27:37

in the marketplace. The

27:39

results were conclusive. There

27:42

was overwhelming evidence that award-winning

27:44

commercials, based on the right message

27:47

and a smart strategy, delivered

27:49

at least two and a half times more

27:51

sales than commercials that lacked

27:54

creativity. Proving,

27:56

award-winning commercials produce

27:58

award-winning commercials. winning results.

28:11

Damon Scott asks this question

28:14

on Facebook. What

28:16

was your take on the Geico caveman

28:18

commercials? What is the history

28:20

of that type of advertising where the subject

28:23

matter seems to be memorable but

28:25

completely unrelated to the brand?

28:29

Well Damon, let's play one of

28:31

the very first Geico commercials from the

28:33

So Easy, A Caveman Could Do It

28:35

campaign.

28:37

How could it be offensive if it's true? Okay,

28:39

first of all, I'm not 100% in love with

28:41

your tone right now. Tone aside, historically

28:44

you guys have struggled to adapt. Yeah,

28:46

right. Walking upright, discovering

28:49

fire, inventing the wheel, laying

28:51

the foundation for all mankind. You're

28:53

right. Good point. Sorry we couldn't

28:55

get that to you sooner. Geico.

28:57

Let's analyze the idea. Geico

29:01

wanted viewers to know that handling their

29:03

insurance needs online at

29:05

geico.com was so easy,

29:07

anyone could do it, including

29:10

an underdeveloped Neanderthal. The

29:13

humor they overlaid on the It's So Easy

29:16

idea was the notion that the campaign

29:18

insulted cavemen, that there

29:21

were a couple of intellectual cavemen

29:23

still running around, and the Geico campaign

29:25

offended them. It was pure

29:28

comedy. So on

29:31

one hand, you could argue that cavemen

29:33

have nothing to do with insurance. But

29:35

on the other hand, the strategy

29:38

was to let people know that Geico's website

29:40

was dead simple to use. But

29:43

that message is boring. So

29:45

the advertising agency created the

29:47

caveman idea to get noticed and

29:50

make that point memorable.

29:53

Remember,

29:57

job one of a commercial is to get

29:59

attention.

30:00

An advertiser can't sell anything to anybody

30:03

if nobody notices their advertising.

30:07

Remember the Gorilla ad for Cadbury

30:09

Dairy Milk that aired in 2007? You

30:20

could easily say that a gorilla pounding

30:23

a drum kit to the Phil Collins song

30:25

in the air tonight has absolutely

30:28

nothing to do with chocolate bars. Cadbury

30:31

Dairy Milk was a long time UK confectionery

30:34

leader but sales plateaued

30:36

for a decade and then started

30:38

to decline. So their British

30:41

advertising agency came up with

30:43

the Gorilla idea.

30:47

The Gorilla drum to in the air tonight

30:50

with unabashed pleasure. Cadbury

30:53

has long stated there is a glass and a

30:55

half of milk in every bar. The

30:57

Dairy Milk slogan is a glass

31:00

and a half of joy. The

31:03

Gorilla had nothing to do with chocolate bars

31:05

and everything to do with giving people

31:07

the feeling of joy. It's

31:10

hard to watch that commercial and not

31:12

smile. Results? Sales

31:15

went up 9% for the entire 12 weeks

31:17

the ad was on the air after 10

31:20

years of flat and declining sales.

31:24

And in the UK the public there

31:26

voted the Gorilla commercial the

31:28

best commercial of all time.

31:32

This is my point here. Sometimes

31:35

the idea is connected to the product and

31:37

sometimes the idea is connected

31:39

to the emotional benefit. There

31:45

is a rule in the advertising business

31:47

that you don't sell the steak you sell

31:49

the sizzle. But another way

31:52

you don't sell the product you sell the

31:54

benefit. A caveman

31:56

has nothing to do with insurance but

31:59

everything to do with insurance. do with the benefit that

32:01

the GEICO website is so easy

32:04

to use even a prehistoric

32:06

man could figure it out. Recently

32:09

GEICO reached a new milestone with 16 million

32:13

policyholders and assets

32:15

of $32 billion. In 2008,

32:19

the caveman was voted America's favorite

32:22

advertising icon of the year and

32:24

was inducted into the advertising walk

32:27

of fame. The caveman,

32:30

still upset with GEICO for it's so easy

32:32

a caveman could do it slogan, did not

32:35

attend the award ceremony. We

32:44

received a few hundred questions for

32:46

this episode and all of them were

32:48

excellent. As Richard Nixon

32:50

discovered all those years ago, some

32:53

answers can be surprising. What

32:56

does a caveman have to do with insurance?

32:59

The same thing a gorilla has to do with a chocolate

33:01

bar. They personify the benefit

33:04

of those products, ease and

33:06

joy. Why do loud

33:08

local business owners make annoying commercials?

33:12

Because they can. And do award

33:14

winning commercials really work or

33:17

are they just the ad industry congratulating

33:20

itself? Answer, they

33:22

really, really work. As

33:26

we often mention in our show, we

33:28

have a not so secret wish. We

33:31

hope that you'll choose to patronize companies

33:33

whose advertising treats you with respect

33:36

and intelligence and spend

33:38

your money with advertisers that make you think

33:41

or make you smile. And

33:43

we hope you'll stop buying from advertisers

33:46

that produce bad, annoying commercials.

33:49

Voting with your wallet is the most powerful

33:52

message you can send. It beats

33:54

irate phone calls, angry letters

33:56

and hopping mad emails. That

33:59

way, More advertisers

34:01

will come to the conclusion that smart

34:04

and engaging ads are the ones

34:06

that work. When

34:08

you're under the influence. I'm

34:12

Terry O'Reilly.

34:20

I'm

34:30

Terry Posner and Ian LaFever. Tunes

34:32

provided by APM Music. Follow

34:35

me on social at Terry O'Influence.

34:38

This podcast is powered by Acast. And

34:41

here's some news. You can now listen

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to our podcasts on the YouTube Music

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app. Just search apostrophe

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podcasts and new episodes

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are added every week. And if

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you think there are too many ads in

34:55

a show about advertising, you

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can now listen to our podcasts ad-free

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on Amazon Music. It's

35:03

so easy, even a caveman

35:05

could do it. See you next

35:07

time.

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