December 5, 2008
Believe in something better or burn forever!
“Believe in something better,” exhorts the US Cellular campaign from Publicis & Hal Riney. My former colleague and good friend, Jamie King currently works at the agency, so this post is not meant as a critique good or bad. Yet, it got me thinking.
In my new novel, The Happy Soul Industry God hires an ad agency to market Heaven. The fictional agency comes up with a pretty good campaign, which I won’t get into here. (Read the book!) It dawns on me, however, that the US Cellular copy would do nicely as well!
Heaven. Believe in something better.
Not bad, right? One could argue it serves Heaven better than a phone company!
Come to think of it, a lot of tag lines seem like they could serve a “higher purpose” than the ones they were designed for. Off the top of my head I thought of the following:
Just do it. The most famous tag line can be in Heaven as it is on Earth. The pronoun “it” becomes even riper. Does it mean praying, sharing, doing the next right thing? God only knows.
It’s the Real Thing. Coke’s classic mantra feels cool again when discussing the unknown. Could Heaven be real? Of course it is!
Think Different. Time to stop thinking about only yourself for a change! If you’re an atheist, agnostic or just plain cynical, here’s a phrase to get you right sized again.
I’m Loving it! Oh my God does this ever work. Super size my soul, brother! Eternal life. Do you want fries with that?
Share the Good. Are you kidding me? This one is perfect. Heineken currently beseeches beer drinkers to share the good. Maybe they need a higher power instead. Hello AA.
Responsibility. What’s your policy? This ode to right thinking by Liberty Mutual lines up nicely with Heaven. The creative itself is pretty darn holy. You could run it as is, only changing the logo.
Crazy, eh? Look how many brands advertise as if they were selling God or Heaven or, at any rate, something pretty darn special. In fact, the long running “God Speaks” campaign actually pretends to be the voice of God.
Can you think of other secular advertising that would translate heavenly? Post them here.
On this blog, and in The Happy Soul Industry, I explore the relationship between good and evil in advertising. These campaigns are provocative evidence that it is a very relevant topic.