If you can’t be enthusiastic about
what you’re selling, you can’t expect anyone else to be. But there’s an upside
to that argument, which is that if you can be enthusiastic, if you can
genuinely, strongly want your client to succeed, that enthusiasm is a powerful
tool.
People sometimes talk mockingly
about an ad’s passion for product X or service Y, as though there is something
wholly artificial about advocating for a client’s work. Sure, it is true in
some cases. There are plenty of agencies who just phone it in.
But genuine passion for the task at
hand – communication – is not the same thing.
I used to work in the Edinburgh
Fringe Festival, on a street team selling tickets to shows. I was pretty good
at it. The reason was that whatever act I was selling on a particular day,
there was always something positive to say about it. I knew the acts, I knew
their shows – and that’s what came across.
I would be full of energy, excited
to tell people about this show because I saw it last week and it was amazing
and the guy is really cool and has this story about the iguana with a hat in
Argentina and the mermaids and – you get the idea.
Being a genuine advocate for these
people made my sales pitch so much more effective. People can sense enthusiasm,
and trust it when it seems genuine.
Which is why you have to find a
genuine reason to be excited about your side.
Here’s a great example of runaway
enthusiasm changing everything for a brand. Lurpak butter got the Wieden +
Kennedy treatment a while ago, going from a backwards dairy spread to the face
of great food in no time at all. Before, Lurpak was seen as old-fashioned,
dull, unhealthy – the product of an older generation. Butter wasn’t cool.
Lurpak wasn’t cool. And why should it be? It’s just butter.
But that’s not what W+K saw. They
knew that any brand is what you make of it. And any brand can have a deep
emotional connection – if you make it work.
Lurpak is just butter. But why
shouldn’t it be cool?
W+K could have done a series of ads
that said “Butter isn’t so bad, butter can be quite nice, Lurpak is a nice kind
of butter”. But there’s no passion there, no emotional pull.
(Apart
from anything else, I’ve been told that the word ‘nice’ is basically the
advertising equivalent to veal.)
The solution was to be provocative –
not to offend, but to take a stance. It may only be butter, but it is
reclaiming its place in the kitchen, and doing so with no apologies for itself.
“Good food deserves Lurpak.”
And there’s the key. The ads
themselves are beautiful, engaging pieces of communication. But what makes them
work is the brand identity behind them. Because it’s not about what Lurpak is –
it’s about what Lurpak means. That is an emotional question, not one based on
statistics. And thanks to Wieden + Kennedy, Lurpak now means great food, and
pride in great cooking. And everyone knows it.
That’s the lesson here. There are no
limits on which products can have an emotional pull. So find the emotion, find
the passion behind your brand, and let everyone know it.
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