Denny's Zinger: Madison Avenue at Its Most Despicable
I watched the YouTube video by Grey Advertising titled "The Real Story Behind the ETrade Baby."
It features Grey Chief Creative Officer Tor Myhren and VP Producer Alison Horn. The year prior, they lost the Cadillac account because their Super Bowl ad bombed big time.
Watch them crow about the Super Bowl E*Trade baby ad:
TOR MYHREN: "I think it's funny. Who knows if America 's gonna think its funny, right?"
ALISON HORN: "I mean you just don't know."
TOR MYHREN: The minute it hit, text messages are blowing up. Everyone's calling. All your friends are calling. [Falsetto voice] "Oh my God I saw it. It's funny as hell!"
ALISON HORN: It was the biggest news the agency had had in a long time.
TOR MYHREN: We won a lot of business on... on the success of the E*Trade baby... When we did E*Trade, it was all about humor. It really was. It was like... Let's throw... Let's not worry about the craft. As a matter of fact let's go almost anti-craft. It was totally by the seat of our pants.
Myhren's appalling boast:
"We won a lot of business on... on the success of the E*Trade baby."
Takeaways to Consider
- Spending millions of dollars of your client's money on a Super Bowl ad is not about winning new business for your agency.
- It's about winning business for your client.
- The whole sleazy bunch at Grey should all be thrown out with the bath water.
Denny Hatch's new book is WRITE EVERYTHING RIGHT!
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