Apr 11 • Portfolio
How to Think and Re-Think your creative...
Many of you don't recognize the agency Fallon McElligott & Rice. That's because they're just "FALLON" today. But they're the agency that most dramatically changed the ad world from Madison Avenue based, to anywhere in the world based.
One of the most pivotable campaigns they worked on was for ROLLING STONE magazine in 1985. They created the "Perception vs. Reality" print campaign that changed how ad buyers thought of a long established "anti-establishment" magazine. Far before the Internet, ad sales were faltering, because agency ad buyers presumed that the "dope smoking hippies" who comprised the majority of Rolling Stone readers weren't the proper audience for higher-ticket brands for cars, jewelry, electronics and fashion. In fact, the fear was that Rolling Stone readers weren't "good capitalists" at all. Unless you were Ben & Jerry's, why would you buy space?
Fallon did the research and found that this perception was ill founded. The magazine was attracting all sorts of young urban professionals in major cities across America (yes, Yuppies). The simplicity of Tom McElligott's creative "PERCEPTION vs. REALITY" with singular image graphics by Nancy Rice, effectively capturing the difference, was all it took to get ad sales to shoot up by over 50% in the first year of the campaign.
Who says you have to accept the narrative. Can you reform the narrative to your own?
What's the fastest way to get recognition of your idea? What will they do with it?
Does your idea have enough legs that other media will do your work (for free) on your behalf?
Don't start with "no". Ask, "what would it take?" "How clever, provocative or funny does it need to be to go 'viral' — when 'viral' isn't even a thing yet?"
This is some of what you can learn from past ad campaigns. Learn your Ad History. 😎
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How to Think and Re-Think your creative...
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