Wednesday, February 27, 2008
'66 Chevrolet--Double Dividend Days--Newspaper Campaign
COME ON IN IF YOU KNOW WHAT'S GOOD FOR YOU. This ad series had it's origin in a meeting with the Chevrolet ad committee. Other advertising had been shown and for whatever reason the meeting had not gone particularly well. I think Bob Lund may have been the Chevrolet Sales Manager at the time. Bob was concerned about sales and talked about the need to do something special to help the dealer group. Somehow the subject of dividends came up and dividend days was discussed. Nobody was very excited about it. At these meetings the junior account guys were responsible for making sure all the clients had their brand of cigarettes, mints, and chewing gum in front of them. Bob happened to favor Wrigley's Double Mint gum and he suddenly jumped to his feet with a pack in his hand and shouted "I've got it! DOUBLE Dividend Days!" Thanks a lot Mr. Wrigley. Here we go again--what are we going to do with this? Well, you go back to work and say to yourself there are no bad assignments only bad solutions. Something I have found to be profoundly true over the years when making ads. Sure, you would rather be working on a national magazine ad or TV commercial but the assignment at the moment was Double dividend Days. I don't remember winning any awards for stuff like this but I don't hesitate to say I did it and it worked very well. Bill Graefen wrote the copy.