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Tuesday, 24 February 2015 15:02

How Spontaneous Decisions Make You Iconic

Just hearing the words “the most interesting man in the world,” takes your thoughts to Dos Equis beer. 

Those commercials are iconic. They make you laugh. They’re quotable. Every commercial is more like a television episode than a brand advertisement. 

The “Most Interesting Man” is easily in the top handful of successful campaigns of the last decade. Students of advertising would know, however, that they are not 100% original. The Dos Equis man was in fact inspired by an ad campaign 50 years it’s predecessor. I am of course speaking of David Ogilvy’s “The Man in the Hathaway Shirt” campaign. 

For those who do not know, David Ogilvy is widely considered "The Father of Advertising" with Time Magazine once calling him "the most sought-after wizard in today's advertising industry.” 

Among other success stories, Ogilvy turned a small and otherwise ordinary clothing brand into a cultural phenomenon with one spontaneous and last-minute decision. When brainstorming the campaign, Ogilvy planned the photoshoots to center around a distinguished and respectable-looking business man. This a very popular technique (even still today) when appealing to an upperclass or wealthier crowd. 

As luck would have it, on his way to the shoot Ogilvy walked past a five and ten cent store and in a spur-of-the-moment decision purchased a handful of black eyepatches. In the middle of the shoot, he had the model strike a few experimental shots with the eyepatches on. Right away they all knew they had found something special. 

With that one simple change the ordinary businessman transformed into a man of mysterious and heroism. The response was unprecedented. 

hathaway-shirtThe campaign made headlines, inspired ripoffs, comic jokes and even landed Ogilvy and the Hathaway owner on various talk shows. Since then, dozens of brands have shaped their campaigns from the mold set by “The Man in the Hathaway Shirt,” the least of which being the Dos Equis commercials. 

The important takeaway is this: It isn’t an eyepatch or some adventuresome clout that will be they key to the success of your campaign. 

Your success will come from being unique, from being memorable, and from not being afraid to listen to your spontaneous impulses…no matter how outrageous they may seem. 

If you humor your creativity you might just become an icon too. 

Want Creative Marketing help for your business? Let the Bloominari team help you.

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Erik Rosner

Content Strategist

Erik brings a unique talent for writing to our team, using his creative skills in creating and curating content to encourage user engagement in our client's brands and ours. 

Find me on: Team Page | LinkedIn | Google+

 

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