Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Often when I see or read an ad, I try to "reverse engineer" the creative process...

...that resulted in the finished campaign before my eyes. As a veteran of countless, purgatorial hours of "creative" sessions, I don't find it difficult to imagine the conversations and counter proposals at these meetings.
Take the Charmin toilet tissue campaign. (Please!) Why bears? Why are frolicking, dancing bears selling TP? I imagine a creative session that went something like this:
"We need something soft. Something cute. Something cuddly. Yet with some connection to . . . you know . . . what people do with our product."
A sullen silence all around. Suddenly, someone has an "ah-ha!" moment. "I know," this someone says. "Bears!"
"Of course!" the creative director crows. After all, when we want to affirm that something is true, we ask, "Do bears [expletive deleted] in the woods?"
Lo, the odd logic of Madison Avenue at work. And a vulgar expression becomes the driving force for a too-cute TP campaign. Because bears [expletive deleted] in the woods.
Brand advertising: making surrealism part of the ordinary tissue of our lives.

Continue reading "Do Bears Brand in the Woods?" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.



image of Jonathan Kranz

Jonathan Kranz is the author of Writing Copy for Dummies and a copywriting veteran now in his 21st year of independent practice. A popular and provocative speaker, Jonathan offers in-house marketing writing training sessions to help organizations create more content, more effectively.

LinkedIn: Jonathan Kranz

Twitter: @jonkranz

MarketingProfs Partner