Today, we salute you, Mr. Great Copywriter.
My ad class took their first shot at writing radio ads last week, and they discovered what many a copywriter has discovered before them: writing good advertising is hard.
Writing great original advertising and selling it to a client? Next to impossible.
So, here's the exception to the rule: the great Real Men of Genius campaign for Bud Light - the most award-winning radio ad campaign in history.
Written by Bob Winter at DDB Chicago, and featuring announcer Pete Stacker, Survivor's Dave "Eye of the Tiger" Bickler, and a gospel choir, the radio campaign led to an equally successful TV campaign.
At over 100 installments and counting, it proves David Ogilvy's belief that it's so rare to come up with a great ad campaign that when you actually do, you should keep using it over and over and over until it stops working.
The Real Men of Genius campaign started in 1999 as "Real American Heroes." Can you guess which event of Sept. 11, 2001 changed the themeline?
Here's the very first TV treatment:
My personal favorite:
And here's how to do it in 30 seconds: