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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 7 - Index

opinion or experience, have huge selling power?
BROMLEY: A product that sells itself. We as marketers are
here to change people’s perceptions about products and
to get them to try it for the first time. But if that product
disappoints them or doesn’t meet their expectations, they
will never buy it again.
MA/WITTICH: I find that the most powerful ideas are the
ones that reward the viewer with entertainment. Often
this translates into humor – but not necessarily. Certainly
Geico [one of the Martin Agency’s clients] is a perfect case
study of consumers willing to invest their time into a brand
because the message is so entertaining.
ELEMENT 79: The truth. This is a little secret many of the great
brands have known for a long time. Apple. Nike. Geico. To
name just three. All of those brands have incredibly simple
yet powerful truths behind them. Everyone can be creative.
Everyone can be an athlete (or at least look like one). And
everyone can save a bundle on their car insurance in 15
minutes or less.
Six or seven years ago, our agency did a commercial for
Gatorade called “Origins.” It was about how Gatorade
was invented – back in 1965 at the University of Florida for
the sweaty but unsuccessful football team. There wasn’t
anything spectacular about the execution, except that it
told the truth in a simple and compelling way. And it was
powerful. To this day, people ask me about that spot.
SCREEN: What is your approach to reaching non-English
speaking demographics?
BROMLEY: As creatives
that work in a Hispanic
agency, we are
immersed in the market.
The opportunities
are endless in an
ever-expanding
marketplace where
Abe Garcia & Benjamin Jara
Hispanic consumers are
always seeking different
types of products to
meet their needs. The
challenge now is to
convince brands to see
the value of talking to the largest minority in the U.S.
ELEMENT 79: Be aware of the culture the language comes
from. One of the myths of globalization is that one idea fits all.
It’s convenient to think that way, especially if you’re a large,
multi-national company. But it isn’t always so. Globalization
requires understanding different cultures better and that it’s
not always your culture’s way or the highway.
So be culturally aware. And be visual. Pictures are worth
1,000 words. In any language.
//www.bromleyville.com
//www.martinagency.com
//www.element79.com
Thanks to Liz O’Neill for contributing to this article.