I had this for lunch today. More in a moment.
In the documentary Art & Copy Rich Silverstein and Jeff Goodby talk about creating the “Got Milk?” campaign. You may be old enough to remember the prior campaign “Milk does a body good” – which was a failure.
The “Milk does a body good” campaign was built on a lie. In the ads, people were shown running a marathon, or lifting heavy weights, then grabbing a cool glass of milk. No one goes for milk when they are hot and sweaty.
In the first “Got Milk?” commercial, a guy was shown eating a peanut butter sandwich, taking a big bite right when the radio announced the first caller to answer “who shot Alexander Hamilton?” wins a prize. He gets though, the DJ asked for the answer, but with his dry, peanut butter filled mouth he couldn’t answer. He quickly grabs the carton to pour a glass of milk, but it’s empty and his time is up.
That is life. We’ve all made a peanut butter sandwich or poured a bowl of corn flakes only find out we don’t have milk. That’s why “Got Milk?” sticks with people and “Milk does a body good” is forgotten. (Someone let Body by Milk know).
“The Swisskie” is a burger at We’re Cooking, a new burger joint in Knoxville. I’ve been wanting to eat there for a week, ever since I was handed a menu with photos of the food. In a world where fast food chains use crazy glue, spray paint, shellac, and anything else they can find to make food look perfect there is something honest about photos of real food.
Look closely, there is a fry that has fallen under the burger. No careful photo staging here.
WYSIWYG
Posted By Mike On Friday, September 24, 2010
Filed under seo |
Comments (2)
David Giard
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Wednesday, September 29, 2010
1:42:23 PM
How do you know that rogue french fry was not staged?
Michael C. Neel
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Wednesday, September 29, 2010
1:57:48 PM
If it was, it's mad genius!
