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Chuck Porter, Crispin Porter Bogusky, Inspires: The Power of a Story
March 19, 2008
At the OMMA Hollywood event, finally, a true creative breathed inspiration into an event dominated by metrics, analytics, and agency and media organizational models.
Chuck Porter talked about the power of a story that are sometimes bigger than life, like Burger King's Subservient Chicken, which has become a cult following in Spain and Japan (long after the site had its heyday).
Also, it's not always about a new medium. Porter's agency took an age-old marketing medium in print magazines and placed ads in Cosmopolitan, Maxim with cheesy 80's style male models with puppy dogs,and Molson Beer, then placed ads in male-targeted magazines about the psychographic effect of 100,000's of women having a positive association of the male species due to these ads. The creative implementation of both real and faux ads and even made-up magazine covers placed on the back-cover of real magazines was all done brilliantly with a huge comedic and viral impact.
In Porter's last anecdotal story about the difficulty of selling a risky idea into a brand, Chuck said that Burger King franchise owners wanted to kill Porter if he implemented an idea about killing their best selling product - The Whopper - with a campaign called the "BK Whopper Freakout." The agency recommended trying it on Cable TV in a zip code for 1 restaurant in Las Vegas and it turned out to be wildly successful.
Takeaway for MediaPost - get more creatives as speakers and show the work - Porter rocked!
Posted by ryan at March 19, 2008 2:49 AM
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