Remember these 2 campaigns?
They were selling the same product: milk.
The tags were:
“Milk. It does a body good.”
One “It does a body good” commercial depicted a kid physically transforming after he drank milk. He became taller, more muscular, even older. Then his head turned into a balloon and he floated away.
That never happens in real life.
In the 80s, everybody in America knew this campaign. Mostly because the advertisers spent hundreds of millions of dollars placing it. They shoved it down our throats.
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And “got milk?”
One “got milk?” commercial depicted a man craving cereal, only to realize he was out of milk just as he sat down to eat.
Now that happens a lot in real life.
Today, the whole world knows this campaign. Mainly because people relate to it. People embraced “got milk?” because it was empathetic and real, true.
Want to know the truth about great advertising?
“Great advertising,” said Jeff Manning, “almost always starts with something true.”
Jeff conceptualized the “got milk?” campaign (one of the most successful and iconic campaigns ever produced) with Goodby, Silverstein & Partners, the renown ad agency.
And all he did was show people themselves, the way an observational comedian would in a bit.
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Judge not lest ye be judged.