Where the Suckers Moon: The Life and Death of an Advertising Campaign

Front Cover
Knopf Doubleday Publishing Group, Feb 20, 2013 - Business & Economics - 496 pages
"For all the right reasons." "Cars that can." "What to Drive." "The perfect Car for an Imperfect World." Only one of these slogans would be chosen by Subaru of America to sell its cars in the recession year of 1991. 

As six advertising agencies scrambled for the account and the winner tried to churn out the Big Idea that would install Subaru in the collective national unconscious, Randall Rothenberg was there, observing every nuance of the chaos, comedy, creativity, and egotism that made up an ad campaign.

One can read Rothenberg's book as the behind-the-scenes chronicle of the brief and very troubled marriage between a beleaguered automobile company and Wieden & Kennedy, an aggressively hip ad agency whose creative director despised cars. One can read it as a history of advertising's journey from the conventionally upbeat slogan "Helps Build Strong Bodies 12 Ways" to the supercool nineties minimalism of "Bo Knows." Either way, Where the Suckers Moon is a face-paced, insightful, and occasionally appalling look at an industry whose obsession with image has affected our entireculture.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Wheres the Beef?
5
The Closer He Gets the Better You Look
28
Cheap and Ugly
41
Inexpensive and Built to Stay That Way
57
We Built Our Reputation by Building Better Cars
82
When Youre Having More Than One
105
Four Out of Five Dentists Recommend
116
The Real Thing
124
Come Alive
235
PerceptionReality
255
You Get a Lot to Like
288
It Keeps Going and Going
297
All Aspirin Is Alike
311
If Its Out There Its In Here
328
We Are Driven
347
Think in My Legacy
369

Io Its the Right Thing to Do
135
The Quicker PickerUpper
173
i2 Somewhere West of Laramie
187
Just Do It
221
Have It Your Way
386
THE CONSUMER
397
We Do It All for You
421
Copyright

Common terms and phrases

About the author (2013)

RANDALL ROTHENBERG is the author of The Neoliberals: Creating the New American Politics. At The New York Times, Rothenberg was the science, politics, and food editor of the Sunday magazine until he left in 1991. Previously, he was a contributing editor at Esquire and wrote extensively for other national magazines. During the writing of this book, he served as a residential Fellow at the Freedom Forum Media Studies Center at Columbia University. He lives with his wife in New York City.

Bibliographic information