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This may not be the best forum for it but thought I’d give it a try!
Selling 2 tickets to SIX, the musical for Wed, 05/25 at 7:30 pm. Great seats in Row C of Dress Circle Center. Had to go out of town for work and can’t make the show.
Originally paid $116 each (including taxes and fees). Willing to sell both for $200 or the best offer.
https://www.ticketmaster.com/six-chicago-chicago-illinois-05-25-2022/event/07005B3DB0F63241?brand=bicartist
Anybody get to play golf for work?
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Is there any policy, like you have to work for X years to be eligible for promotion etc.
Thanks in advance.
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Moldy whopper prob didn't sell a single whopper but it's nice to see clients who are willing to take risks. That bodes well for other (hopefully more impactful) work.
Pro
Yes. I think this is huge. They are a point of pride for a certain type of creative, and a certain (extremely rare) type of client. They “prove” that a client/agency “takes risks” and “wins awards,” all while being (in fact required to be) negligibly cheap to make; and have low stakes as far as impact on the “real” work.
All that just feels cynical to say because they do represent an optimistic ray of hope for “memorable work” in New Advertising (while simultaneously being bullshit).
I don't understand your question as Moldy Whopper wasn't social or an activation.
Are you asking about digital? Earned media? Or experiential maybe...?
What do you mean by activation? Or are you so stuck in traditional that you can't figure out how something could work without paying millions of dollars to force someone to watch it?
VP: it varies by project, just like traditional advertising. There is no one asnwer.
BBDO: I guess I just don't see how your question is any different than TV? The end goal varies by project and thus, the CTA. General awareness, download our app, buy now, learn more, etc. No different than any other ad.
Most people get most of their news through reading headlines, so if you can get 5 or 6 major papers to write a headline that says something to the effect of "Burger King demonstrates how it uses zero preservatives by letting food get moldy," you've basically shown an ad to everyone who reads those papers - and an ad that doesn't look like an ad, but a piece of news. If you do it right, you get exponentially more exposure without spending a dime on media.
For Moldy Whopper (I didn't work on it) you're pushing against something everyone in America knows from school science experiments and personal experience - McDonald's NEVER gets moldy. So you do a brand stunt interesting enough to get widespread press coverage, it gets picked up by the WSJ or the local CBS affiliate, someone like my 65-year-old father sees it, and then, the next time he's coming back from the golf course and needs a quick bite he might think, "McDonald's has tons of preservatives, but BK doesn't, so BK is a slightly better choice."
Sure, we could have told him 'no preservatives' in a commercial. But it's more expensive, less memorable, and less convincing.
A lot of these activations are stunts for ad people, but creating a spectacle for press coverage and word of mouth has been a tried-and-true PR tactic since the invention of mass media.
If we're going purely based on anecdotes, not a single person in my large extended family has heard about moldy whopper. And they are avid media consumers. So maybe your dad is an outlier? Or maybe you just made that up about your dad? Who knows!
I’ve worked on a lot and been in the room when creatives pitch them even more often. I would always draw their ire when I asked, “why would anyone stop/look/do that?” For real. Why? People do not care. At all.
Your feeling is right. People don’t give a shit about that.
Stuff like Moldy whopper gets passed around. Not just by ad people. And mass media picks it up. And then more people see it. My 70 year old mother in law heard about it for Pete’s sake and told me about it.
Chief
We just do what we think will make money man. Why would you assume you're the only one smart enough to think it's bullshit?
It does keep us employed, but since these tend to be project based and bare bones, I suspect they are part of the decline of agencies.
-spoken by someone who has worked on dozens and been on the staffing plan for few or at best for 10%of the hours spent
Moldy Whopper isn’t a social activation
Pro
I dont pretend to understand what one is. Feel free to answer the spirit of the question.
People hate ads. Might as well make them cool.
Rising Star
9 times out of 10, the decision makers who give the final blessing on the campaign aren’t the target market, so it gets botched. You would be amazed at how many concessions happen in the process to getting social creative live.