Bad Ad of The Day: Hooters

Wow. I just saw a TV spot for Hooters Restaurants with Dick Vitale. I'm glad I had nothing to with it. I'd be embarrassed if I was on the team that created this stinker. EVERYTHING about it is just bad -- Vitale's acting, the leathery Hooters' girls' acting, the unappetizing food shots. How does work this bad get created, approved and produced?

What's your Bad Ad of The Day?

- Butch

Tiger's got 'em by the tail.

Well, Tiger Woods is back playing on the PGA Tour.  Guess I'll start watching the PGA Tour again.  I haven't watched a match on TV since Tiger last played in the 2008 US Open.  Tiger is unbelievably vital to the health of the Tour.  TV ratings have slipped as much as 50% since he's been on the disabled list.  I'd consider myself a hardcore golf fan and I have no interest in watching a Tiger-less PGA Tour.  That's not good for the PGA's brand.  

Someone has to step up and legitimately challenge Tiger.  It may take some time for that to happen.  You see, Tiger even has the best players in the world believing that he's untouchable. That's hard to imagine, but have you seen the latest Nike Golf TV spot celebrating Tiger's return to the game? It shows "other" great golfers living it up and enjoying life on Tour without Tiger -- then Tiger walks in the locker room and these guys clam up when they realize that he's back and their good times are over.  These are REAL professional golfers -- top PGA pros who won tournaments in the past 12 months -- not actors.  Tiger's got 'em all by the tail.

Can you imagine Arnold Palmer, Tom Watson or Gary Player EVER doing a spot like this with Jack Nicklaus?  I guarantee it would have NEVER happened.  Nicklaus was the best of his time, but other players didn't lay down for him like today's players do for Tiger.

I love the Nike spot.  But, I think it exposes a big problem for the PGA brand.  Please, someone step up for the future of the Tour.  Phil? You've lost weight.  How 'bout it, man?

Who do you think could help save the PGA brand?

- Butch  

Expired Time

Have you noticed that clocks on walls and wrist watches are slowly becoming a thing of the past? We all carry PDAs -- blackberries, iPhones, etc. -- and they are replacing these timepieces of old. This hit home for me as I made a presentation a few days ago. I wanted to stay on time. I looked around the room for a clock. There was none. I glanced at my wrist. I wasn't wearing a watch. I had to keep my iPhone close to check time. It made me think. We have 25+ meeting rooms in my office. None has a clock on the wall. There's no clock in our lobby. I walked around the office -- no clocks on workspace walls. I love watches. You could say that I have an obsession for watches. I have a vintage 1945 Gruen -- I wear it on special days (it belonged to my grandfather). I have a watch case full of watches of all types -- sports watches, dress watches, casual watches and specialty watches. I have about 20 watches, but I've found that I wear them less than I did in the past. I certainly don't wear one every day. At my agency, our philosophy is that "every idea has an expiration date." Every great idea must evolve or it will die. Innovators must continue to innovate or they become obsolete.

Are traditional clocks and watches ideas that are expiring?

What other ideas do you think have expired?

- Butch

Bumper Shouting

I snapped this pic on my way to work this morning.  This guy obviously wants everyone to know all about him.  In fact, he DEMANDS that you listen to him.  You see these cars often. The ones plastered with bumper stickers.  It's like they're shouting at you.  I've never quite understood it. 

This guy doesn't care what anyone else thinks, he just wants you to hear what he wants to say... very loudly.  He's like that loud drunk guy at end of Sonny's bar.  You know the guy.

Good brands are open minded.  They listen.  They talk to you on your terms.  They care more about what you want than what they want you to know.  They command attention, never demand it.

Lots of brand leaders don't get this.  They plaster their brands with bumper-sticker messages. 

It's Friday.  Listen more than you talk.  Be open-minded.  Be a good brand.  Enjoy your day.

- Butch

Thanks, Mom.

My mother recently gave me something she found in her garage -- my old motorcycle helmet. I got it in 1976. It came with a Yamaha 80cc Enduro.

At 12 years old, I rode my motorcycle with complete & unbridled passion. I rode hard, fast and mostly careless. I had fun and never looked over my shoulder. If I spilled the bike, I picked it up and got back on the throttle. I jumped hills, did cross-overs, stood on the seat doing wheelies and cut donuts until I was so dizzy I could puke. I raced my friends and tore up the motocross track on weekends. And, (Mom, I hate for you to read it here) I even outran the local cops a few times.

Now, I'm older. More safe. Less willing to take risks. I'm probably not as much fun. I'm sure the chicks dig me way less, and my wife's okay with that.

I found a lesson in looking at that old helmet, so I brought it to my office to serve as a reminder: Good brand managers aren't afraid to take a few risks, pop a wheelie, jump some hills, race their competition with no guardrails. If I remember that, I'll be a better leader. A better brand manager for my clients.

Of course, I also have to remember that sometimes you have to be safe too. Wear the helmet, but don't be afraid to stand on the seat once in a while. The view is completely different up there.

What lessons did you learn as a kid that serve as a good reminder for how you do business today?

- Butch

Culture of Generousity

John King, head planner at Fallon, spoke last fall at my agency's Creativity Symposium. He talked about Fallon's belief in the culture of generousity -- the belief that people are more likely to support brands that give something back (even if it's just a smile).

I thought about the culture of generousity during the Super Bowl. When most brands are focussed on going over the top with cleverness in their advertising and most agencies are bent on showcasing their creative chops during every bloody second they can squeeze, Denny's demonstrated their culture of generousity. They actually ran a RETAIL OFFER during the Super Bowl. Sure they ran a clever spot, but they also were willing to give some precious time to actually try to sell something -- rather give something away.

In an economic environment where every company is cutting back and trying to churn every dollar into measurable ROI, Denny's decided to give us all free breakfast on Tuesday. Their culture-of-generousity move humbly recognized that they needed to ask us back for a re-introduction to their brand.

I applaud Denny's for their willingness to give. And, I applaud Goodby for their willingness to give up a few seconds of "their" precious work.

Sonny's believes in the culture of generousity too. Catch us any day between 10am and 2pm, and we'll make you free breakfast.

What simple acts of generousity have you seen, made or rewarded recently?

-- Butch

Simple

The Rolling Stones are one of the best bands ever because they keep it simple. Their music is straight ahead, in the pocket and played with passion. It's honest and authentic. Sometimes people mistake simple brilliance as a low bar. I think it's just the opposite. The Stones are innovators. Simple. True to their brand.

Good brands keep it simple.

Which simple brands are your favorites?

-- Butch

Blurring The Lines

I'm a social-media hound. I've always been an "infomaniac" and the Google Machine has made finding interesting information so easy that it's not unusual for me to be on the internets for several hours every evening (only for research purposes during work hours, of course). But online communities also put us all in very awkward positions.

Take Facebook for instance: I just can't say no to someone who invites me to be a friend. It would be rude, but it also opens a big can of weird. So, I now have old friends from high school, lost college drinking buddies, neighbors, co-workers, my bosses and my clients all at one big virtual party on the worldwide web. Would I ever invite this group to the same real party at my home? Hell NO! Bad things happen when your worlds collide. My clients don't need to see pictures of me doing a headstand on a keg at a college frat party. It's a jolt when one of your co-workers greets you in the morning with, "Saw your friend's tagged picture of you playing Pass The Apple with some guy in 7th grade -- twice at two different parties. You sure liked to play Pass The Apple." It's hard for someone to take you seriously in a strategy meeting when they've seen you playing Pass The Apple.

Social networks have their place. But always remember that they blur the lines of the nice little realities you've created in life. Remember that whatever you post can be seen by anybody, anywhere at anytime.

Even writing this blog creates unique challenges. As a commenter on other blogs, I've been able to hide behind anonymity and say whatever I wanted. That's how Internet Tough Guys are born. As a blog writer, I have to be more responsible. I review each post with this filter in mind:

a. How would my mother feel about what I just wrote?

b. How would my clients feel if they read it?

Maybe we should put that filter against everything we do in life.

What do you think?

-Butch

Super Blow Ads

Meh. (Yawn)