Let’s do the naughty ones first!

This time of year everyone is making lists: Who’s in and out? What’s hot and not? Winning and losing streaks. Brett Favre. Pop culture is a Petri dish of lists. Given that it’s December, let’s start with the penultimate list: who’s naughty or nice? Forget Santa, it is we who gush over this list. That most of us want to be on the nice list is a given. But yet we are obsessed by the naughty list, aren’t we? For without the naughty there is no line for which to measure the nice.

Judging from all the visitors and comments on my last post I should be making lists 24/7. There I chose my top advertising campaign for 2010: Leo Burnett’s “Mayhem” campaign for Allstate. Many of you liked the choice. Some of you didn’t. It’s terrific work and I stand by it. The point I’d like to make here is that by making a choice I was being provocative. And provocation is part of a writer’s job, is it not?

I’m pretty sure some aspect of list-mania is thriving in most ad copy. If it isn’t the ad probably sucks. I’m damn sure the dynamic is driving social media. Brands covet “followers” and “fans.” They want “likes” and as many as they can get. What is crowd sourcing if it’s not a compilation of choices? And is not Groupon the quintessential aggregator? Mom’s shopping list has been conceptualized and monetized. What about dad’s to-do list? Or junior’s wish list? Herein lies the opportunity.

Entities like Twitter and Groupon do it with aplomb. Advertisers are getting there. Crispin’s “Whopper Sacrifice” for Burger King is a great example: List ten friends you would ding from your Facebook and get a sandwich. There’s no coupon. Nor were they trying to build the brand. “Whopper Sacrifice” provoked people by allowing them to make a naughty list. That’s it.

Bubbling beneath the surface of their infamous Dominoes “Oh yes we did” campaign is a provocation to consumers to list what they hated about bad pizza. That drama is what fires the campaign. Without it the company would just be defending its crappy pizza.

Maybe that’s the big truth about SO-ME. Lists, for lack of a better word, fire us up. Therefore, the big question for all of us in marketing communications is how do we harness this human desire to ‘list’ in order to provoke consumers on behalf of our clients?


“I’m your favorite campaign.”

My opinion, the best advertising of 2010 is the “Mayhem” campaign for Allstate. Yes, I once worked at Leo Burnett but that just makes me happier and prouder making this choice. Besides, I like to think of myself as an early adapter to this campaign. Back in June I applauded the introduction of “Mayhem” even when others didn’t.

The others were wrong. Actor Dean Winters and his “Mayhem” character have already ensconced themselves into popular culture. And unlike other popular advertising characters (Can you say ‘Flo’ from Progressive?), Mayhem is smartly written and deftly produced. Some eight or ten spots later, not only does the campaign have legs but the work is getting better and better. Have you seen the holiday commercial? It’s hysterical.

I know there have been more famous marketing creations in 2010. Early on, Old Spice and Nike knocked campaigns out of the park. But those brands moved on. Mayhem, on the other hand, keeps on wreaking havoc, making it a big, enduring idea. The others, however brilliant, were one-offs. A solo homerun, no matter how far it’s hit, is still a one-point affair. (Granted, advertisers like Nike and Old Spice have demonstrated they are very capable of hitting numerous solo homeruns! As of this writing AOR for both brands, Wieden & Kennedy was deservedly selected agency of the year by Adweek.)

My one quibble: no Mayhem on Allstate’s website. Nor could I find any digital work highlighting Mayhem. But maybe that’s not such a bad thing. After all, Mayhem is what prompts us to buy insurance not where we go to buy it. Still, if the campaign wants to become the penultimate case study they’re going to want/need some digital credentials.