Get that idea just right
3
- At February 12, 2010
- By ken
- In creativity
The other day at the store my wife’s list said “stone ground / dijon mustard.”. No specifics. No brands. (not even a coupon to guide me).
I walked up to the condiments aisle and immediately picked up the Grey Poupon. Why? Because in my brain I heard (in a very snooty accent) “Pardon me, but would you happen to have any Grey Poupon?”.
When did that commercial last run? 10 years ago? 15? Now THAT is an inspired slogan, deeply buried in my head. It worked not because it was Super Bowl flashy, but because it was a really memorable idea.
I’ll take a good idea fashioned on the back of a napkin over all the glitter and gloss any day.
Lee C
Malcom Gladwell wrote about that commercial and how powerful it was in his newest book, “What The Dog Saw.” Great book… highly recommend it.
Owen
that’s clever – they obviously did a great job, especially considering that isn’t dijon or stoneground mustard!!
ken
Seriously. I think I translated dijon or stoneground as “fancier than the neon yellow stuff!”