February 10, 2025 • 23 mins
Super Bowl Ads Mentioned In This Episode
Hex Clad - https://youtu.be/KIShJGu1ISc?si=VsOEngKtD-A3DaMP
Stella Artois - https://youtu.be/HwqLPn3P4LE?si=5UQMigTt8XZmi-M0
Go Daddy - https://youtu.be/HwqLPn3P4LE?si=BdIdKy2t5OG3QH-K
Hagen Daus - https://youtu.be/TTppVzG8gpU?si=AO-aFhbhAsGHdg9X
Insta Cart - https://youtu.be/oChwQrAJm5g?si=3JZ2OHguUZv1ByOt
Pfizer - https://youtu.be/tdEl_Ig4Adg?si=ZuV9482qsuAFUc38
Dove - https://www.youtube.com/watch?v=6IxFsKqxLRA
Lays - https://youtu.be/gmzklpZFNiE?si=LB8JOPASI7AXAX76
When Sally Met Hellmans - https://www.youtube.com/watch?v=UX9qfSEKyuc
Michelob ULTRA - https://www.youtube.com/watch?v=eAJW_-i4-kc
Hims & Hers - https://www.youtube.com/watch?v=l5l6QMNnqoc
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Host: Brandon Welch
Co-Host: Caleb Agee
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brandon Welch (00:06):
welcome to the maven marketing podcast.
Today is maven monday.
I'm your host, brandon welch,and I'm joined by Caleb, Why do
the chiefs lose, Agee?
Caleb Agee (00:14):
oh uh, offensive line can't handle, can't handle
it.
Or I should say maybe thedefensive line for the Eagles
was formidable.
Brandon Welch (00:25):
Did you see their average height and weight?
Yeah, like 6'4 and 200, or no,300-something pounds.
Yeah, it's like.
Caleb Agee (00:33):
That was the game.
There you go.
That was it.
Right there, that was it.
There were other things, butthat was the biggest one for
sure.
Brandon Welch (00:39):
If you don't know , the Maven Marketing Podcast is
filmed in Chiefs country, andwe are proud.
Caleb Agee (00:45):
Yeah, a lot of heads .
Constituents of Chief's CountryHeld low in this area today.
Brandon Welch (00:51):
Ain't no good vibes going up here this morning
.
And hey, for the first timeever we are actually recording
on a Monday morning.
Because Almost live.
We should have gone live.
We should have gone live, Do itlive.
Caleb Agee (00:59):
We're not good enough for that.
Brandon Welch (01:07):
We couldn't do this topic without last night's
ads and we are going to explorehow to make your ads possibly
your local ads or your regionalads, or maybe your national ads
more like Super Bowl ads.
We all know there's a gazilliondollars spent on the talent and
the time to put in Super Bowland those seem like the pinnacle
of advertising, and in someways they are, and there's
obviously they are, yeah, um,and there's obviously big
hollywood production and there's, you know, no limit to the
(01:28):
resources offered there.
But, believe it or not, youcould do 80 to 90 percent of
what's what's making those superball ads super ball ads, just
with some better writing andsome better strategy behind them
.
So we're going to break downthree principles for you today.
It's going to be a shortepisode, but our hope is that
you take this forward into yourads, maybe your websites, maybe
(01:52):
your Facebook and social media,and we just we want to make you
better.
Caleb Agee (01:56):
Plus, it's going to be a little fun, because we
enjoy watching good ads.
Brandon Welch (02:01):
Yeah, this is like yeah, this is like I don't
know the Olympics foradvertising.
Caleb Agee (02:04):
Yeah.
Brandon Welch (02:04):
That's Well.
Well, it's like the Super BowlFor advertising.
Caleb Agee (02:06):
We Wait a second.
By the way, if you're with NFL,we are not selling anything
today.
We are not selling anything, sotherefore we are not In
violation of your Super Bowltrademark ads, so we can say
that Because we're not sellinganything, yep.
Brandon Welch (02:20):
We'll see if we still get a letter.
Hey, I don't think I remindedeverybody.
This is the place where weanswer your real-life marketing
questions so you can grow yourbusiness, limit advertising and
achieve the big dream.
And that's why we do this andthat is why we're not selling
anything.
This is part of the mission forus.
Yes, we have an ad agency, butwe put hours and hours and
(02:43):
thousands of thousands ofdollars every week into these
podcasts, just so we can makethe world of entrepreneurs
better, and that is our gift,that is our mission, that is our
calling in this space.
And so, without further ado,let's go through the three
principles.
Caleb Agee (02:56):
Number one Number one is avoid all that is
predictable.
Brandon Welch (03:02):
That is probably the number one thing that makes
a ad.
Look, quote, unquote, local orquote unquote national.
The big brands somehow know hey, our brand and our product
probably at this second is notinteresting.
People are not thinking about X, y, z.
Not even, you know, even thefood brands do it, are good at
(03:24):
this, but they're definitely notthinking about insurance,
they're definitely not thinkingabout, uh, buying a new car.
So they have to do somethingthat is not predictable in order
to buy your attention.
Caleb Agee (03:35):
Yes, yes, that's exactly right, and I think what
you instantly notice maybe theproduction value is a thing on a
local ad, you can tell when thelocal spots start playing.
I don't know if you knew that,but there are mostly national ad
slots, but then there's likelittle pockets of local ads
where you get the localprogramming and as soon as those
show up you're like oh, okay,there's like the guy sitting in
(03:58):
his office in front of like thestandard desk with the.
You're like, oh, that attorneyis going to start talking to me
again About attorney stuff.
About attorney stuff.
Brandon Welch (04:06):
But I will say I actually saw a couple that were
really well done in lighting andgood production quality.
The thing that gives it away tome is that they immediately
start talking about their stupidproduct.
And they may be the best in theworld, the people that are in
those ads and we had someadvertisers on yesterday.
They are the best at what theydo locally.
But the ones that go straightin and be like hi, I'm Tommy
(04:31):
with Tommy's Roofing, and whenyou call Tommy's Roofing you get
the best quality and bestservice and it's like it's not
even raining outside.
There's exactly zero people whowant to know about Tommy and
Tommy's Roofing.
Caleb Agee (04:44):
Yes, raining outside .
Brandon Welch (04:45):
Yeah, there's exactly zero people who want to
know about tommy and tommy'sroofing.
Yes, now tommy jumps in andhe's doing something wild and
funny and wacky.
You've got my attention and,more importantly, the only
reason, in my my opinion, tospend more on super bowl ads is
because of the social capitalthat you can ignite in the room,
because those are audiencesthat are that are trying to talk
about ads, and that's a veryrare thing right.
Caleb Agee (05:06):
Yeah, half the people in the room are also
excited about the commercialbreak Right.
Brandon Welch (05:13):
That's right, and so it's active.
Caleb Agee (05:15):
Never, ever in TV time.
Is that ever true?
Brandon Welch (05:17):
They're begging to be entertained, yes, and so
entertain them.
Or else you've spent like threeto four times the CPM to reach
you know, yes, it's a bigaudience, but dollar for dollar.
Don't spend that extra moneyunless you're going to give them
a reason to talk about you andhave that bounce off the walls
and and draw some sort of anemotional response.
So so one hack for for makingyour stuff unpredictable is just
(05:40):
to wait before you reveal theproduct, like bring them into a
storyline.
A lot of the ads you saw didstuff that was unpredictable.
Maybe the product was visible,but it just Like where are we?
Caleb Agee (05:54):
What are we doing?
Brandon Welch (05:55):
I don't even know what's going on, it's just
craziness and no pun intendedfor the ad that we're going to
show you, but your goal is todrop somebody off in the random
spot in the universe and thenuse creativity to bring it back
to your product.
That's right.
Tom Robbins said all things inthe universe are connected.
It's just a matter of using ourimagination to reconnect them
(06:16):
or to find the paths, and that'swhat you want to do.
Don't allow yourself to starttalking about your product
subject matter.
Do anything else but that?
Okay, yeah, and our friendsfrom this organization are going
to show us how to do that.
All right UFO detectives.
Whoa.
Caleb Agee (06:57):
Ow, come on man, dorito, dorito.
Yeah, amazing.
Brandon Welch (07:05):
They never told me why I should buy that product
.
They weren't talking about thecheesy layers or any of the
features of the corn chip oranything like that.
And the lesson there issometimes just be memorable
without trying to put your.
You know your features.
Certainly, certainly when thestakes are high for
(07:26):
entertainment, that's a rule,but I would argue, do that all
the time.
Caleb Agee (07:29):
Yeah, If you weren't , if you're on audio only.
By the way, the ad was aDoritos commercial, in case you
didn't hear it at the end.
But they literally the, the.
There's like a spotlight thatcomes in.
It starts to try to like atractor beam, that's grabbing
the Doritos bag and the guy'sfighting and it's throwing him
all over the room.
Um, and then he finally lets goand it shoots straight through
(07:50):
the UFO that's pulling it in andblows it up.
And so they also kind of makethe uh, the product, the hero or
the it's.
You kind of expect them just topull it in would have been the
predictable thing to do, yes,and then the aliens eating it?
No, it blows up the thing.
Why not just throw an explosionin there?
Brandon Welch (08:06):
Yes, Explosions and special effects.
If you can do them, if you canpull them off, by all means,
that's a great way.
But maybe you're sitting heregoing.
Well, I don't have that kind ofproduction budget.
I don't have a tractor beam oranything like that.
Dude, just wait before youreveal the product.
Yeah, hexclad did a great jobof that and you know they used
aliens, but they didn't.
They could have done a numberof things.
(08:28):
It's like 30 seconds in beforethey reveal.
It's a Hexclad frying pan.
Caleb Agee (08:35):
Stella, stella Artwog did that with the beer,
the other, dave.
Brandon Welch (08:40):
The other, david, and it's like there's a
storyline going on and it's likeat the very end they were like
oh, you like you drink Stella.
Yeah, you drink Stella too.
It's like, yeah, I have goodtaste, right, I have good taste
GoDaddy does this whole thingabout?
we're not.
We don't know what you're doingto build a website, right?
So have restraint.
(09:04):
You can do a skit before youcan.
Just that's one way ofdisrupting predictability.
The other ways could be justyour pacing and your meter and
your cuts in your ads, like,don't ever let them know.
Oh I'm in an ad.
David Ogilvie said make yourads too valuable to throw away
or too valuable to ignore.
(09:24):
And entertainment is valuable,right?
Caleb Agee (09:28):
The thing you do not want to do is give it away in
the first two seconds.
Brandon Welch (09:34):
For the love of all of it, don't be standing in
front of your truck saying, hi,I'm blank with blankety, blank,
yes, that will kill your ad.
Caleb Agee (09:42):
Everybody stopped listening or making a generic
statement that applies to nobody.
Yeah, that's your cue to take abathroom break when was the
last time you thought about yourwhatever.
It's like I guess you kind ofmade me think about it just now,
but I also just stoppedlistening to you at the same
time, so I know what's coming.
Brandon Welch (09:59):
I know you're about to tell me about your
company, right, yeah?
Caleb Agee (10:04):
Land me in left field.
Think about the aliens.
A technique for writing that weuse around here is called
random entry, and it's where youtake literally a sentence that
somebody else wrote, and it will.
You're forced to pick a productbefore you see that sentence,
and the sentence is supposed tobe completely random.
Brandon Welch (10:22):
Yep Out of a random book go off the bookshelf
, just find a random sentence onthe page.
Caleb Agee (10:26):
Yeah, it'll be like don't eat the yellow snow and
you have to connect don't eatthe yellow snow to selling an
attorney.
Brandon Welch (10:32):
Yeah, yeah, we do that all the time.
Caleb Agee (10:34):
And that will force you to start thinking about
things and connecting, droppingpeople in left field and
bringing them back to whatyou're really selling.
Yes, and that will make aninteresting ad.
Not every time is that aperfect ad, but it's a good idea
.
Brandon Welch (10:45):
Avoid predictability.
Okay, number two.
This one's so easy.
Yeah, just shut up and do it.
Yeah, puppies and kids.
Works every time, every time.
It works every time.
Caleb Agee (10:55):
There was actually a local ad in our market that did
a pretty good job with thiswith a kid.
I thought it was a little bitlong but, it was.
They definitely they had alittle kid as the other
contractor, basically, and itwas like little boy, girl
toddler with little toys andthey're like banging on the wall
and stuff.
(11:15):
I didn't see that.
And it was.
I think it had the right ideaand it's using this principle.
And they definitely did not hitit on the nose, just in the same
way that you, hey, come call usto fix your For XYZ contractor.
Yeah, they definitely startedwith.
That Cute kid is a great way topull it off.
Brandon Welch (11:37):
Thousands of people in that second talking
about that kid and that companyand it bonds your, your
long-term recall factor.
That emotional experience ofjust one child or cute animal
bonds your brand, uh, in a waythat can't be done with
information.
It is right, we feel differentwhen we see young faces, right?
(11:59):
Uh, instacart probably did thebest job with animals and this
is brilliant on so many ways.
This actually uses the lastprinciple we don't know what the
reveal is.
Caleb Agee (12:09):
We don't know what.
You don't know what the productis, until the last two seconds.
Brandon Welch (12:13):
Yes, yeah and it was entertaining had you on the
edge of your seat.
Here it is Release the hounds.
Puppy monkey, baby, you got thepuppies.
Wiener dogs my personalfavorite.
Caleb Agee (12:37):
Jolly green giant.
Jolly green giant, energizerbunny, mr Clean, kool-aid man,
cheetos, guy Chester.
Brandon Welch (12:49):
Energizer Bunny, I'm on a porch and we finally
reveal that it's Instapart right.
Caleb Agee (13:08):
Thanks, babe, get the oatmeal.
Brandon Welch (13:15):
Oh, there's the Quaker oatmeal guy.
Yeah, so, yeah, so theydefinitely use the first
principle.
We didn so.
Yeah, so they they definitelyuse the the first principle.
We didn't know what was goingon, but they also.
They had a lot of animals inthere, right.
I.
Caleb Agee (13:30):
I call that cheating in a great way it's because
they just spent.
I don't know if, I don't knowif they ran the.
We just showed a 60.
I'm not sure if that was a 60last night, but if it was, it
was probably close to $16 to $20million to run that one time.
But they spent, let's say, $20million to capitalize on a
(13:52):
billion dollars worth ofadvertising.
Yes, because all of thosecharacters, all of those animals
, all those things just recalled, it's more than a billion.
It's got to be, it's more.
Yeah, we're talking about 30years worth of marketing legacy.
Brandon Welch (14:03):
yeah, legacy characters, legacy brand figures
and and all endearing ones,right, yeah.
Who doesn't like the kool-aidman?
Yeah, or chester the cheeto,right, or cheetah, right, yeah,
uh, I.
I actually personally love thethe um quaker guy.
That was just like childhoodmemory thing, so yeah, um, okay,
so they use puppies and kids,but they also employed something
bigger tying in all, personallyloved the Quaker guy.
That was just like childhoodmemory thing.
Yeah, okay, so they usedpuppies and kids, but they also
(14:24):
employed something bigger, tyingin all other elements.
Maybe locally you can tie insomething that's bigger than you
, maybe you can put the mayor inyour ads.
I can think of an ad that wehave running that we took this
longstanding televisionpersonality that's no longer on
television in the, you know, inthe local news, but we got him
to be in an ad.
So you're kind of sometimesthat's in the endorsement
(14:46):
category and that can beexpensive.
I can also think of one of themost impactful ads we've done to
this day was the eight yearsago and I still hear about it.
We literally got letterswritten in from the community to
this client talking about howbeautiful and wonderful this ad
was, and it was 26 seconds of agranddaughter and a grandma
(15:12):
baking a pie together with music, and that's all it was.
Yep, and we actually filmed itin my grandma's kitchen, which
was even cooler for me.
Yeah that's cool.
But it looked like a grandma'skitchen, which was even cooler
for me.
Yeah, that's cool, but itlooked like a grandma's kitchen.
It was just baking pies.
And then the end reveal was anestate planning company and it
said you're going to leave itall to them someday.
Make sure they get every penny.
Caleb Agee (15:30):
Simple.
Brandon Welch (15:31):
Right, yep, so cheat.
And really you don't have to beall that sophisticated in your
writing when you put a puppy ora kid in it.
I can also think of Jenny.
That's another ad that we still, six, seven, eight years later,
(15:51):
get comments about.
There's this kid that came into her, this little retail store
.
We did a, put a kid in it, andnow there's a dog in it.
So, all right, cheat with that.
Hey, three, tie your brand tosomething bigger.
Yeah, so you can use like.
Fact of the matter is, youprobably aren't all that
(16:11):
interesting If you're aneveryday brick and mortar
business.
The nature of what you do isjust not all that interesting.
Yeah, we talk about thetomorrow customer is just not
all that interesting.
Yeah, when we talk about thetomorrow customer we talk about
there's years and years andyears before that go by before
the majority of people buy yourproduct, and this is everything
from automobiles down to youknow, let's talk about our
(16:37):
estate planning to roofers, todoctors to like.
Sometimes these are once ortwice in a lifetime purchases,
right Doctors?
To like sometimes these areonce or twice in a lifetime
purchases right, and so let'sattach what you're doing to
something that people do thinkabout more often.
I love what Dove did with thisthe Keep Her Confident.
This would be my personalfavorite ad that I saw last
(16:58):
night.
Caleb Agee (16:59):
I had a buddy who was at my house.
He does videography as well.
Yeah, that I saw last night.
I had a buddy who was at myhouse.
He makes he's, does videographyas well, and he was like this
was brilliant, but he's likethat was probably the cheapest
ad to produce of any.
That ran last night.
Yes, which is crazy.
Yes, because it's three, threeshots, maybe.
I'm sure they did, did a fewmore takes but it's one running
(17:23):
shot with a, with a graphic yeah, brilliant, let's watch it.
Brandon Welch (17:32):
See the little girl running down the sidewalk.
We could go shoot this ad rightnow.
I can think of the neighborhoodto go shoot.
That's one shot, that whole adwas one shot of probably a
(18:06):
four-year-old running down thesidewalk.
One graphic comes in, onesimple piece of text.
Our most junior video personhere could pull this ad off.
It says at three, these legsare unstoppable, but at 14,
she'll think they're unbearable.
And then it says one in twogirls quit sports because of
their body type.
Yeah, people criticizing theirbody type?
(18:27):
Yeah, and let's have adifferent conversation with our
girls.
Yep, wow, right, yeah, so it'sa bar of soap, guys.
Like what are we?
Caleb Agee (18:37):
doing here.
Brandon Welch (18:38):
It's a $6 product at a grocery store.
Caleb Agee (18:41):
I don't even know if Dove didn't.
They did not spend a lot oftime talking about themselves at
all.
Brandon Welch (18:50):
I'm not even sure their name was on the logo.
The very very end is the name.
Is Dove, the word on there.
There's their little insignia,and it's Keep Her Confident.
Actually, you know what itnever even says Dove.
They never even the the.
There's their little insignia,yeah, and, and it's keep her
confident.
Actually, you know what itnever even says.
They never even put the worddove in there.
Caleb Agee (19:05):
How about?
What a freaking pro.
How about humility and justknowing that your brand will
carry, and yeah?
Brandon Welch (19:12):
It's not about you, yeah.
Caleb Agee (19:14):
And because they they were making this is almost
a PSA say, right, um, and I'msure that I know dove believes
in this.
They're doing a lot of thingsto make that true, but they've
made it bigger than themselvesand then they did not bother
putting their own name on it andthey employed principles one
and two as well.
Brandon Welch (19:30):
They did wait till the end uh, unpredictable.
And then they did kids andpuppies, you know, yeah, um, so
that's one way, that's myfavorite way.
Um, we, we have someadvertisers that spend a lot of
money just promoting a cause and, like, the subtle thing at the
end is that they're maybewearing their shirt or maybe you
(19:52):
see that it's them in front oftheir business.
But we actually started a wholecampaign and got a lot of our
advertisers on the cause ofhunger just to do that.
And I will tell you those adswhen we run those campaign and
got a lot of our advertisers onthe cause of hunger just to do
that and I will tell you thoseads.
when we run those, those get alot more like verbal feedback
than some of the others we runright.
So you can do that with abigger cause and I would highly
(20:14):
recommend that you do.
You could also do it with HarryMet Sally, like the Hellman's
commercial, like they justreferenced a.
Caleb Agee (20:22):
Your favorite mayo commercial right?
Yeah, I hate mayonnaise.
Brandon Welch (20:25):
I was like dang it.
I like that ad, but just I mean, they took something that was
not big and they tied it tosomething that was big right,
yes.
Movies obviously transcendgenerations.
They transcend any amount oflike friction.
They're just like things.
Uh, we had a.
We had a client in here a fewmonths ago and we have a.
We recorded a line.
(20:46):
He was talking about windows,okay, and he said buzz your
windows, wolf right.
Yeah, and everybody knows thathome alone line, right and like.
That will be, I guarantee you,the most popular ad of the whole
bunch.
Mm-hmm.
Like it will be, that will bethe one that people talk about.
Caleb Agee (21:04):
Yeah.
Brandon Welch (21:05):
Years from now.
Right, so tie it to somethingbigger.
Michelob did a little bitdifferent thing.
They tied it to Pickleball,right?
Mm-hmm.
And Pickleball is like thebiggest thing in America for
that demographic right now.
The product was an afterthought.
And then HIMSS, hers and HIMSS,that medicine company thought
(21:27):
there was a little bit ofoxymoron here, but they talked
about being sick and stuck.
Yeah.
And talked about how the bigpharma and big food is making
America the sickest nation andit's time to kick obesity and
yada yada.
But they tied what they'redoing to something bigger than
them right yeah bigger problem,yeah, so you can do it with a
(21:47):
problem, you can do it with asolution, you can do it with
just something that's fun, likepickleball, but put something
bigger than your brand andnaturally more magnetic or
interesting than you, and uh,yeah, that'll, you will earn
attention.
Caleb Agee (22:01):
That'll definitely get you.
You'll, you'll earn thatattention.
You'll hold it longer because,um, you know, it's like brandon
said the hard truth is peoplearen't thinking about you.
They don't want to get overyourself.
Think about you, that's fine.
They want to think about whatthey want to think about, and so
, um, right now, that might bepickable, or that might be
probably pickable.
(22:22):
It's probably pickable.
Yeah, I think it's probably thefastest growing sport in
America right now.
Brandon Welch (22:27):
So, go and do likewise.
Yeah, so there they are.
Avoid all that is predictable.
Put more puppies and kids inthat thing and tie your brand to
something bigger than you.
Caleb Agee (22:37):
Yeah, hey, if you saw a commercial last night that
we didn't, uh, talk about onthe episode today, I'd love for
you to drop that in the comments.
We love, we love the dialoguein the comments.
It's really fun.
So, grab the link, tag it, dropa comment.
We would love to see which onesyou thought were the best.
Maybe tell us why you are asmall business marketer.
(22:58):
I'd love to see what you love,and so, um, we'll, we'll engage
with you down there and then, um, also, if you ever have a
question about marketing, youcan email us at maven Monday, at
Frank and mavencom.
Brandon Welch (23:12):
Uh, we'd love to, potentially, you know answer it
right here, right here on anepisode.
So yeah, hey, you know what, Ifyou've got an ad that you're
like make this more like theSuper Bowl, we'll put a script
together for you.
It's interesting.
Caleb Agee (23:26):
Yeah, we'll make it real interesting.
Brandon Welch (23:27):
There's people that pay thousands of dollars
for that Cool.
We'll be back here every Mondayanswering your real-life
marketing questions, becausemarketers who can't teach you
why are just a fancy lie.
Have a great week.
welcome to the maven marketing podcast.
Today is maven monday.
I'm your host, brandon welch,and I'm joined by Caleb, Why do
the chiefs lose, Agee?
Caleb Agee (00:14):
oh uh, offensive line can't handle, can't handle
it.
Or I should say maybe thedefensive line for the Eagles
was formidable.
Brandon Welch (00:25):
Did you see their average height and weight?
Yeah, like 6'4 and 200, or no,300-something pounds.
Yeah, it's like.
Caleb Agee (00:33):
That was the game.
There you go.
That was it.
Right there, that was it.
There were other things, butthat was the biggest one for
sure.
Brandon Welch (00:39):
If you don't know , the Maven Marketing Podcast is
filmed in Chiefs country, andwe are proud.
Caleb Agee (00:45):
Yeah, a lot of heads .
Constituents of Chief's CountryHeld low in this area today.
Brandon Welch (00:51):
Ain't no good vibes going up here this morning
.
And hey, for the first timeever we are actually recording
on a Monday morning.
Because Almost live.
We should have gone live.
We should have gone live, Do itlive.
Caleb Agee (00:59):
We're not good enough for that.
Brandon Welch (01:07):
We couldn't do this topic without last night's
ads and we are going to explorehow to make your ads possibly
your local ads or your regionalads, or maybe your national ads
more like Super Bowl ads.
We all know there's a gazilliondollars spent on the talent and
the time to put in Super Bowland those seem like the pinnacle
of advertising, and in someways they are, and there's
obviously they are, yeah, um,and there's obviously big
hollywood production and there's, you know, no limit to the
(01:28):
resources offered there.
But, believe it or not, youcould do 80 to 90 percent of
what's what's making those superball ads super ball ads, just
with some better writing andsome better strategy behind them
.
So we're going to break downthree principles for you today.
It's going to be a shortepisode, but our hope is that
you take this forward into yourads, maybe your websites, maybe
(01:52):
your Facebook and social media,and we just we want to make you
better.
Caleb Agee (01:56):
Plus, it's going to be a little fun, because we
enjoy watching good ads.
Brandon Welch (02:01):
Yeah, this is like yeah, this is like I don't
know the Olympics foradvertising.
Caleb Agee (02:04):
Yeah.
Brandon Welch (02:04):
That's Well.
Well, it's like the Super BowlFor advertising.
Caleb Agee (02:06):
We Wait a second.
By the way, if you're with NFL,we are not selling anything
today.
We are not selling anything, sotherefore we are not In
violation of your Super Bowltrademark ads, so we can say
that Because we're not sellinganything, yep.
Brandon Welch (02:20):
We'll see if we still get a letter.
Hey, I don't think I remindedeverybody.
This is the place where weanswer your real-life marketing
questions so you can grow yourbusiness, limit advertising and
achieve the big dream.
And that's why we do this andthat is why we're not selling
anything.
This is part of the mission forus.
Yes, we have an ad agency, butwe put hours and hours and
(02:43):
thousands of thousands ofdollars every week into these
podcasts, just so we can makethe world of entrepreneurs
better, and that is our gift,that is our mission, that is our
calling in this space.
And so, without further ado,let's go through the three
principles.
Caleb Agee (02:56):
Number one Number one is avoid all that is
predictable.
Brandon Welch (03:02):
That is probably the number one thing that makes
a ad.
Look, quote, unquote, local orquote unquote national.
The big brands somehow know hey, our brand and our product
probably at this second is notinteresting.
People are not thinking about X, y, z.
Not even, you know, even thefood brands do it, are good at
(03:24):
this, but they're definitely notthinking about insurance,
they're definitely not thinkingabout, uh, buying a new car.
So they have to do somethingthat is not predictable in order
to buy your attention.
Caleb Agee (03:35):
Yes, yes, that's exactly right, and I think what
you instantly notice maybe theproduction value is a thing on a
local ad, you can tell when thelocal spots start playing.
I don't know if you knew that,but there are mostly national ad
slots, but then there's likelittle pockets of local ads
where you get the localprogramming and as soon as those
show up you're like oh, okay,there's like the guy sitting in
(03:58):
his office in front of like thestandard desk with the.
You're like, oh, that attorneyis going to start talking to me
again About attorney stuff.
About attorney stuff.
Brandon Welch (04:06):
But I will say I actually saw a couple that were
really well done in lighting andgood production quality.
The thing that gives it away tome is that they immediately
start talking about their stupidproduct.
And they may be the best in theworld, the people that are in
those ads and we had someadvertisers on yesterday.
They are the best at what theydo locally.
But the ones that go straightin and be like hi, I'm Tommy
(04:31):
with Tommy's Roofing, and whenyou call Tommy's Roofing you get
the best quality and bestservice and it's like it's not
even raining outside.
There's exactly zero people whowant to know about Tommy and
Tommy's Roofing.
Caleb Agee (04:44):
Yes, raining outside .
Brandon Welch (04:45):
Yeah, there's exactly zero people who want to
know about tommy and tommy'sroofing.
Yes, now tommy jumps in andhe's doing something wild and
funny and wacky.
You've got my attention and,more importantly, the only
reason, in my my opinion, tospend more on super bowl ads is
because of the social capitalthat you can ignite in the room,
because those are audiencesthat are that are trying to talk
about ads, and that's a veryrare thing right.
Caleb Agee (05:06):
Yeah, half the people in the room are also
excited about the commercialbreak Right.
Brandon Welch (05:13):
That's right, and so it's active.
Caleb Agee (05:15):
Never, ever in TV time.
Is that ever true?
Brandon Welch (05:17):
They're begging to be entertained, yes, and so
entertain them.
Or else you've spent like threeto four times the CPM to reach
you know, yes, it's a bigaudience, but dollar for dollar.
Don't spend that extra moneyunless you're going to give them
a reason to talk about you andhave that bounce off the walls
and and draw some sort of anemotional response.
So so one hack for for makingyour stuff unpredictable is just
(05:40):
to wait before you reveal theproduct, like bring them into a
storyline.
A lot of the ads you saw didstuff that was unpredictable.
Maybe the product was visible,but it just Like where are we?
Caleb Agee (05:54):
What are we doing?
Brandon Welch (05:55):
I don't even know what's going on, it's just
craziness and no pun intendedfor the ad that we're going to
show you, but your goal is todrop somebody off in the random
spot in the universe and thenuse creativity to bring it back
to your product.
That's right.
Tom Robbins said all things inthe universe are connected.
It's just a matter of using ourimagination to reconnect them
(06:16):
or to find the paths, and that'swhat you want to do.
Don't allow yourself to starttalking about your product
subject matter.
Do anything else but that?
Okay, yeah, and our friendsfrom this organization are going
to show us how to do that.
All right UFO detectives.
Whoa.
Caleb Agee (06:57):
Ow, come on man, dorito, dorito.
Yeah, amazing.
Brandon Welch (07:05):
They never told me why I should buy that product
.
They weren't talking about thecheesy layers or any of the
features of the corn chip oranything like that.
And the lesson there issometimes just be memorable
without trying to put your.
You know your features.
Certainly, certainly when thestakes are high for
(07:26):
entertainment, that's a rule,but I would argue, do that all
the time.
Caleb Agee (07:29):
Yeah, If you weren't , if you're on audio only.
By the way, the ad was aDoritos commercial, in case you
didn't hear it at the end.
But they literally the, the.
There's like a spotlight thatcomes in.
It starts to try to like atractor beam, that's grabbing
the Doritos bag and the guy'sfighting and it's throwing him
all over the room.
Um, and then he finally lets goand it shoots straight through
(07:50):
the UFO that's pulling it in andblows it up.
And so they also kind of makethe uh, the product, the hero or
the it's.
You kind of expect them just topull it in would have been the
predictable thing to do, yes,and then the aliens eating it?
No, it blows up the thing.
Why not just throw an explosionin there?
Brandon Welch (08:06):
Yes, Explosions and special effects.
If you can do them, if you canpull them off, by all means,
that's a great way.
But maybe you're sitting heregoing.
Well, I don't have that kind ofproduction budget.
I don't have a tractor beam oranything like that.
Dude, just wait before youreveal the product.
Yeah, hexclad did a great jobof that and you know they used
aliens, but they didn't.
They could have done a numberof things.
(08:28):
It's like 30 seconds in beforethey reveal.
It's a Hexclad frying pan.
Caleb Agee (08:35):
Stella, stella Artwog did that with the beer,
the other, dave.
Brandon Welch (08:40):
The other, david, and it's like there's a
storyline going on and it's likeat the very end they were like
oh, you like you drink Stella.
Yeah, you drink Stella too.
It's like, yeah, I have goodtaste, right, I have good taste
GoDaddy does this whole thingabout?
we're not.
We don't know what you're doingto build a website, right?
So have restraint.
(09:04):
You can do a skit before youcan.
Just that's one way ofdisrupting predictability.
The other ways could be justyour pacing and your meter and
your cuts in your ads, like,don't ever let them know.
Oh I'm in an ad.
David Ogilvie said make yourads too valuable to throw away
or too valuable to ignore.
(09:24):
And entertainment is valuable,right?
Caleb Agee (09:28):
The thing you do not want to do is give it away in
the first two seconds.
Brandon Welch (09:34):
For the love of all of it, don't be standing in
front of your truck saying, hi,I'm blank with blankety, blank,
yes, that will kill your ad.
Caleb Agee (09:42):
Everybody stopped listening or making a generic
statement that applies to nobody.
Yeah, that's your cue to take abathroom break when was the
last time you thought about yourwhatever.
It's like I guess you kind ofmade me think about it just now,
but I also just stoppedlistening to you at the same
time, so I know what's coming.
Brandon Welch (09:59):
I know you're about to tell me about your
company, right, yeah?
Caleb Agee (10:04):
Land me in left field.
Think about the aliens.
A technique for writing that weuse around here is called
random entry, and it's where youtake literally a sentence that
somebody else wrote, and it will.
You're forced to pick a productbefore you see that sentence,
and the sentence is supposed tobe completely random.
Brandon Welch (10:22):
Yep Out of a random book go off the bookshelf
, just find a random sentence onthe page.
Caleb Agee (10:26):
Yeah, it'll be like don't eat the yellow snow and
you have to connect don't eatthe yellow snow to selling an
attorney.
Brandon Welch (10:32):
Yeah, yeah, we do that all the time.
Caleb Agee (10:34):
And that will force you to start thinking about
things and connecting, droppingpeople in left field and
bringing them back to whatyou're really selling.
Yes, and that will make aninteresting ad.
Not every time is that aperfect ad, but it's a good idea
.
Brandon Welch (10:45):
Avoid predictability.
Okay, number two.
This one's so easy.
Yeah, just shut up and do it.
Yeah, puppies and kids.
Works every time, every time.
It works every time.
Caleb Agee (10:55):
There was actually a local ad in our market that did
a pretty good job with thiswith a kid.
I thought it was a little bitlong but, it was.
They definitely they had alittle kid as the other
contractor, basically, and itwas like little boy, girl
toddler with little toys andthey're like banging on the wall
and stuff.
(11:15):
I didn't see that.
And it was.
I think it had the right ideaand it's using this principle.
And they definitely did not hitit on the nose, just in the same
way that you, hey, come call usto fix your For XYZ contractor.
Yeah, they definitely startedwith.
That Cute kid is a great way topull it off.
Brandon Welch (11:37):
Thousands of people in that second talking
about that kid and that companyand it bonds your, your
long-term recall factor.
That emotional experience ofjust one child or cute animal
bonds your brand, uh, in a waythat can't be done with
information.
It is right, we feel differentwhen we see young faces, right?
(11:59):
Uh, instacart probably did thebest job with animals and this
is brilliant on so many ways.
This actually uses the lastprinciple we don't know what the
reveal is.
Caleb Agee (12:09):
We don't know what.
You don't know what the productis, until the last two seconds.
Brandon Welch (12:13):
Yes, yeah and it was entertaining had you on the
edge of your seat.
Here it is Release the hounds.
Puppy monkey, baby, you got thepuppies.
Wiener dogs my personalfavorite.
Caleb Agee (12:37):
Jolly green giant.
Jolly green giant, energizerbunny, mr Clean, kool-aid man,
cheetos, guy Chester.
Brandon Welch (12:49):
Energizer Bunny, I'm on a porch and we finally
reveal that it's Instapart right.
Caleb Agee (13:08):
Thanks, babe, get the oatmeal.
Brandon Welch (13:15):
Oh, there's the Quaker oatmeal guy.
Yeah, so, yeah, so theydefinitely use the first
principle.
We didn so.
Yeah, so they they definitelyuse the the first principle.
We didn't know what was goingon, but they also.
They had a lot of animals inthere, right.
I.
Caleb Agee (13:30):
I call that cheating in a great way it's because
they just spent.
I don't know if, I don't knowif they ran the.
We just showed a 60.
I'm not sure if that was a 60last night, but if it was, it
was probably close to $16 to $20million to run that one time.
But they spent, let's say, $20million to capitalize on a
(13:52):
billion dollars worth ofadvertising.
Yes, because all of thosecharacters, all of those animals
, all those things just recalled, it's more than a billion.
It's got to be, it's more.
Yeah, we're talking about 30years worth of marketing legacy.
Brandon Welch (14:03):
yeah, legacy characters, legacy brand figures
and and all endearing ones,right, yeah.
Who doesn't like the kool-aidman?
Yeah, or chester the cheeto,right, or cheetah, right, yeah,
uh, I.
I actually personally love thethe um quaker guy.
That was just like childhoodmemory thing, so yeah, um, okay,
so they use puppies and kids,but they also employed something
bigger tying in all, personallyloved the Quaker guy.
That was just like childhoodmemory thing.
Yeah, okay, so they usedpuppies and kids, but they also
(14:24):
employed something bigger, tyingin all other elements.
Maybe locally you can tie insomething that's bigger than you
, maybe you can put the mayor inyour ads.
I can think of an ad that wehave running that we took this
longstanding televisionpersonality that's no longer on
television in the, you know, inthe local news, but we got him
to be in an ad.
So you're kind of sometimesthat's in the endorsement
(14:46):
category and that can beexpensive.
I can also think of one of themost impactful ads we've done to
this day was the eight yearsago and I still hear about it.
We literally got letterswritten in from the community to
this client talking about howbeautiful and wonderful this ad
was, and it was 26 seconds of agranddaughter and a grandma
(15:12):
baking a pie together with music, and that's all it was.
Yep, and we actually filmed itin my grandma's kitchen, which
was even cooler for me.
Yeah that's cool.
But it looked like a grandma'skitchen, which was even cooler
for me.
Yeah, that's cool, but itlooked like a grandma's kitchen.
It was just baking pies.
And then the end reveal was anestate planning company and it
said you're going to leave itall to them someday.
Make sure they get every penny.
Caleb Agee (15:30):
Simple.
Brandon Welch (15:31):
Right, yep, so cheat.
And really you don't have to beall that sophisticated in your
writing when you put a puppy ora kid in it.
I can also think of Jenny.
That's another ad that we still, six, seven, eight years later,
(15:51):
get comments about.
There's this kid that came into her, this little retail store
.
We did a, put a kid in it, andnow there's a dog in it.
So, all right, cheat with that.
Hey, three, tie your brand tosomething bigger.
Yeah, so you can use like.
Fact of the matter is, youprobably aren't all that
(16:11):
interesting If you're aneveryday brick and mortar
business.
The nature of what you do isjust not all that interesting.
Yeah, we talk about thetomorrow customer is just not
all that interesting.
Yeah, when we talk about thetomorrow customer we talk about
there's years and years andyears before that go by before
the majority of people buy yourproduct, and this is everything
from automobiles down to youknow, let's talk about our
(16:37):
estate planning to roofers, todoctors to like.
Sometimes these are once ortwice in a lifetime purchases,
right Doctors?
To like sometimes these areonce or twice in a lifetime
purchases right, and so let'sattach what you're doing to
something that people do thinkabout more often.
I love what Dove did with thisthe Keep Her Confident.
This would be my personalfavorite ad that I saw last
(16:58):
night.
Caleb Agee (16:59):
I had a buddy who was at my house.
He does videography as well.
Yeah, that I saw last night.
I had a buddy who was at myhouse.
He makes he's, does videographyas well, and he was like this
was brilliant, but he's likethat was probably the cheapest
ad to produce of any.
That ran last night.
Yes, which is crazy.
Yes, because it's three, threeshots, maybe.
I'm sure they did, did a fewmore takes but it's one running
(17:23):
shot with a, with a graphic yeah, brilliant, let's watch it.
Brandon Welch (17:32):
See the little girl running down the sidewalk.
We could go shoot this ad rightnow.
I can think of the neighborhoodto go shoot.
That's one shot, that whole adwas one shot of probably a
(18:06):
four-year-old running down thesidewalk.
One graphic comes in, onesimple piece of text.
Our most junior video personhere could pull this ad off.
It says at three, these legsare unstoppable, but at 14,
she'll think they're unbearable.
And then it says one in twogirls quit sports because of
their body type.
Yeah, people criticizing theirbody type?
(18:27):
Yeah, and let's have adifferent conversation with our
girls.
Yep, wow, right, yeah, so it'sa bar of soap, guys.
Like what are we?
Caleb Agee (18:37):
doing here.
Brandon Welch (18:38):
It's a $6 product at a grocery store.
Caleb Agee (18:41):
I don't even know if Dove didn't.
They did not spend a lot oftime talking about themselves at
all.
Brandon Welch (18:50):
I'm not even sure their name was on the logo.
The very very end is the name.
Is Dove, the word on there.
There's their little insignia,and it's Keep Her Confident.
Actually, you know what itnever even says Dove.
They never even the the.
There's their little insignia,yeah, and, and it's keep her
confident.
Actually, you know what itnever even says.
They never even put the worddove in there.
Caleb Agee (19:05):
How about?
What a freaking pro.
How about humility and justknowing that your brand will
carry, and yeah?
Brandon Welch (19:12):
It's not about you, yeah.
Caleb Agee (19:14):
And because they they were making this is almost
a PSA say, right, um, and I'msure that I know dove believes
in this.
They're doing a lot of thingsto make that true, but they've
made it bigger than themselvesand then they did not bother
putting their own name on it andthey employed principles one
and two as well.
Brandon Welch (19:30):
They did wait till the end uh, unpredictable.
And then they did kids andpuppies, you know, yeah, um, so
that's one way, that's myfavorite way.
Um, we, we have someadvertisers that spend a lot of
money just promoting a cause and, like, the subtle thing at the
end is that they're maybewearing their shirt or maybe you
(19:52):
see that it's them in front oftheir business.
But we actually started a wholecampaign and got a lot of our
advertisers on the cause ofhunger just to do that.
And I will tell you those adswhen we run those campaign and
got a lot of our advertisers onthe cause of hunger just to do
that and I will tell you thoseads.
when we run those, those get alot more like verbal feedback
than some of the others we runright.
So you can do that with abigger cause and I would highly
(20:14):
recommend that you do.
You could also do it with HarryMet Sally, like the Hellman's
commercial, like they justreferenced a.
Caleb Agee (20:22):
Your favorite mayo commercial right?
Yeah, I hate mayonnaise.
Brandon Welch (20:25):
I was like dang it.
I like that ad, but just I mean, they took something that was
not big and they tied it tosomething that was big right,
yes.
Movies obviously transcendgenerations.
They transcend any amount oflike friction.
They're just like things.
Uh, we had a.
We had a client in here a fewmonths ago and we have a.
We recorded a line.
(20:46):
He was talking about windows,okay, and he said buzz your
windows, wolf right.
Yeah, and everybody knows thathome alone line, right and like.
That will be, I guarantee you,the most popular ad of the whole
bunch.
Mm-hmm.
Like it will be, that will bethe one that people talk about.
Caleb Agee (21:04):
Yeah.
Brandon Welch (21:05):
Years from now.
Right, so tie it to somethingbigger.
Michelob did a little bitdifferent thing.
They tied it to Pickleball,right?
Mm-hmm.
And Pickleball is like thebiggest thing in America for
that demographic right now.
The product was an afterthought.
And then HIMSS, hers and HIMSS,that medicine company thought
(21:27):
there was a little bit ofoxymoron here, but they talked
about being sick and stuck.
Yeah.
And talked about how the bigpharma and big food is making
America the sickest nation andit's time to kick obesity and
yada yada.
But they tied what they'redoing to something bigger than
them right yeah bigger problem,yeah, so you can do it with a
(21:47):
problem, you can do it with asolution, you can do it with
just something that's fun, likepickleball, but put something
bigger than your brand andnaturally more magnetic or
interesting than you, and uh,yeah, that'll, you will earn
attention.
Caleb Agee (22:01):
That'll definitely get you.
You'll, you'll earn thatattention.
You'll hold it longer because,um, you know, it's like brandon
said the hard truth is peoplearen't thinking about you.
They don't want to get overyourself.
Think about you, that's fine.
They want to think about whatthey want to think about, and so
, um, right now, that might bepickable, or that might be
probably pickable.
(22:22):
It's probably pickable.
Yeah, I think it's probably thefastest growing sport in
America right now.
Brandon Welch (22:27):
So, go and do likewise.
Yeah, so there they are.
Avoid all that is predictable.
Put more puppies and kids inthat thing and tie your brand to
something bigger than you.
Caleb Agee (22:37):
Yeah, hey, if you saw a commercial last night that
we didn't, uh, talk about onthe episode today, I'd love for
you to drop that in the comments.
We love, we love the dialoguein the comments.
It's really fun.
So, grab the link, tag it, dropa comment.
We would love to see which onesyou thought were the best.
Maybe tell us why you are asmall business marketer.
(22:58):
I'd love to see what you love,and so, um, we'll, we'll engage
with you down there and then, um, also, if you ever have a
question about marketing, youcan email us at maven Monday, at
Frank and mavencom.
Brandon Welch (23:12):
Uh, we'd love to, potentially, you know answer it
right here, right here on anepisode.
So yeah, hey, you know what, Ifyou've got an ad that you're
like make this more like theSuper Bowl, we'll put a script
together for you.
It's interesting.
Caleb Agee (23:26):
Yeah, we'll make it real interesting.
Brandon Welch (23:27):
There's people that pay thousands of dollars
for that Cool.
We'll be back here every Mondayanswering your real-life
marketing questions, becausemarketers who can't teach you
why are just a fancy lie.
Have a great week.
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