Where the Suckers Moon: The Life and Death of an Advertising Campaign"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. |
Contents
| 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 |
Other editions - View all
Where the Suckers Moon: The Life and Death of an Advertising Campaign Randall Rothenberg Limited preview - 1995 |
Where the Suckers Moon: The Life and Death of an Advertising Campaign Randall Rothenberg No preview available - 1995 |
Common terms and phrases
advertising agency agency's American asked auto automobile automotive began believed better brand called camera campaign Chris client company's consumers continued copy creative David dealers developed director drive engine executives factory Finally Fuji Gibson going hand Harvey head Huntley idea important industry Interview Japanese Jerry John knew Larry Legacy less Levine look Luhr magazine manager manufacturers Mark marketing meeting million months moved needed never Nike percent pitch Portland presentation president regional road sell shot side strategy Subaru Subaru of America talk television thing thought Tibor told took turned United vehicles Vince voice Wackman wanted Wieden & Kennedy York young