Rich’s Big Battle for the Behemoth Idea


Time and money well-spent... I hope.

Time and money well-spent... I hope.



I haven’t posted much lately because I’ve been crazy busy trying to get a number of things together in time for Portfolio Night and also because George Lois’ new book: 

He’s sort of everybody ad guy’s inspiration and my hero with good reason. Learning about how he came up with those Esquire covers, got Bobby Kennedy elected Senator, and raised awareness for Rubin Carter only makes me want to work harder and better. This leads to me re-thinking my ideas in a dark basement and trying to really push myself. This is also why there hasn’t been any content. I know we aren’t supposed to brown-nose, and Luke Sullivan tells us not to say this but if I ever met Mr. Good Karma Creative himself (apt agency title, he even looks like an ass-kicking buddha these days), I’d exclaim, “Gee Mr. Lois, I found your work really meaningful.”

Some day I’ll craft a longer tribute to him and the other creative revolutionaries, but right now I’m moving on…

I am doing contract gigs with McCarthy Posters, converting Chinese ads into different media. Great practice for my software publishing skills. Still, the two activities make me feel like my spec ads could be so much better, and the feeling that I’ve wasted time executing stuff is not a good one. Okay, I know it wasn’t really ‘wasted’ because I learned a lot and my skills at this stuff have grown by leaps and bounds etc. but right now let’s just say anything I do while ‘working’ that doesn’t contribute to the end-goal of a kickass portfolio is sort of wasted time. So here are 2 campaign concepts for portfolio night, and I need to know which one is better or if I should even bother with these and just head back to the thinking room. Just click on the picture above the idea and you’ll be taken to the posts I’ve made with sample work:

Rich’s Big Battle for the Behemoth Idea


Click here for Crest Campaign


1. Crest Toothpaste: You may have seen the TV/Radio ads I was planning, the idea that Crest is “the sound of a healthy clean” where I’d play with how “Crest” is a clean-sounding word and also how the act of brushing your teeth can be a refreshing sound. What I’m aiming at is to imbue the ritual of brushing your teeth with that of Crest. Strategically I’m trying to make toothpaste interesting, get people using Crest more. I would emphasize the fact that it’s a quick easy way to feel cleaner. Additional spots might focus on the uses people have for Crest outside of brushing teeth, but the sound would essentially be the same. Examples include Crest on stains, Crest on bug bites, cleaning piano key-tops and other such ways Crest cleans.

2.Best Western: “Because traveling is stressful enough” seems to be big idea territory. I’m taking ordinary people and putting them in uncomfortable situations, whether it’s print or commercials or whatever. The tagline is “Traveling is stressful enough, your hotel doesn’t have to be.” The concepts are as follows:

– Guy on airplane, pilot running to the back to vomit, maybe he’s motion-sick? Maybe he’s seen something? (pictured)


Click here for Best Western Campaign

– Guy standing in doorway, seen from behind, pillow in one hand, scratching his head with the other. The hotel room is an abstract installation composed of sharp planes and triangular edges, seemingly no place to lie down. Again, tag, “Traveling is stressful enough, your hotel room doesn’t have to be’.

-Closeup of taxi cab side windows, oriented perpindicular to the ‘ground’ to suggest the cab is pointing straight downward. Cabbie seems to be enjoying the ride, while the business-guy in the back looks petrified. Same tag.

-Dirty restaurant table with overturned beer can pouring beer onto newspaper, plate of half-eaten frogs on table bathroom door swinging shut in corner. Headline on paper reads ‘New Cantonese Frog Virus Cause Of Extreme Indigestion’ Same tag

-I would extend this concept to TV and other media, always with the theme of ‘what could go wrong when traveling’, always reminding people that Best Western is your stress-free lodgings solution.

So what do you guys think? Are either of these even worth making into ads or should I think deeper?


3 responses to “Rich’s Big Battle for the Behemoth Idea

  1. Pingback: Portfolio Night 7 » Spec Ads On A Shoestring Budget

  2. Hi Rich,
    Just one man’s opinion, but for what it’s worth I would stay away from the radio scripts at portfolio night for the same reason I’d stay away from TV scripts – seems like you might be better off with more print or other more visual executions that are more of a quick get.

    As far as your Crest idea: I’m a little confused by this campaign. I see where you’re trying to go with it – but I’m not really sure “the sound of a healthy clean” is making me think of crest in a new way… To me, the sound of a healthy clean, or the sound of brushing teeth in general is a little far removed from the actual reason people are buying crest. I think what you mentioned, “it’s a quick easy way to feel cleaner” is the right strategy, but I would focus on interesting ways to say that rather than talking about the sound of clean. What’s a quick but clever way of communicating feel cleaner?

    Hope that’s at least a little helpful. Good luck!

  3. Hi Brian,

    Thanks so much for your help. I was thinking about how I could get the ‘quick easy clean’ proposition down and short of the sound fx taking less than 2 seconds, I realize I haven’t communicated it well. One possibility might be ‘how long does it take to feel refreshed? As long as it takes to say (insert sound fx of teeth brushing and then water running) ‘C r e s t’.

    I still don’t have a visual solution for it, maybe I should make it a one-shot or keep it out altogether?

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