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The
Smartest Campaign
Taken
from the Winter 2002 edition of the Zeitgeist Client Newsletter
There was something oddly charming about Mayor
Rudolph Giuliani telling the world that the best way it
could help New York City was by visiting and spending money.
He was right, of course. But his heartfelt comments ignited a flood
of "you're-not-a-true-American-if you're-not-buying" advertising
messages that flooded the U.S. airwaves.
Turning the events of 9-11 into their rallying cry, automakers were
the worst, wrapping themselves in the flag and screaming "buy-buy-buy"
with outrageous financing deals.
 The
tourism industry was a little more subdued, preferring in many cases
to hold a fire sale and hang banners that thanked American for travelling.
TIA,
after years of relative invisibility, uncorked a winner with their new
television campaign. But it was Marriott
that blew away the competition with their "Come out and Play"
campaign featuring, of all people, Alice
Cooper.
Without falling prey to the patriotism trap, Marriott appealed to the
people most likely to be persuaded to travel post 9-11: Boomer parents
that already feel guilty about not spending enough time with their kids.
Alice, in full leather and make-up, stalks up to a lawn mowing Joe Suburbia,
asking him when he last took the kids on a getaway. The startled parent
self-consciously shakes his head 'no' when Alice concludes his rant
by asking, "You don't want your kids to grow up to be freaks, d'ya?"
The spot worked on several levels. First, it broke through the clutter
of faux-patriotic spots by startling the viewer with a juxtaposition
of two seemingly disparate icons (read the old, stodgy Marriott vs.
rocker Alice).
Next, it very effectively played the guilt card by reminding fathers
that they haven't spent nearly enough time with their kids recently.
Finally, it got the point across that consumers could find great deals
without waving a flag. And maybe that was best of all.
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