A lot of bad advertising is a result of the Larry Tate Effect. Remember Darrin’s boss on Bewitched, Larry Tate? The Larry Tate effect is when you say or do what you think the client wants to hear instead of what you know is right.
I read recently how Intel’s agency rejected what the chip giant wanted -ads that talk about how important their products are- and instead convinced them to launch a bold new branding campaign.
For years Intel advertised its microprocessors —but regular people don’t buy microprocessors they buy a whole computer. Convince folks that Intel stands for superior quality and technology, and they’ll want their computers that have Intel chips. The question is how to do it in a memorable and meaningful way —and that’s what the new campaign, Sponsors of Tomorrow, is all about.
Watch this spot that elevates Intel from cold faceless corporate giant to king of geek chic. And their product isn’t ever shown or talked about.
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