Goodby, Silverstein & amp; Partners: «We can create brilliant" Bashny.Net

Little by network standards agency Goodby, Silverstein & Partners in San Francisco for 15 years. It employs just 400 people, but they differ frenzied proizvoditelnostyu.Za wards last year Jeff Goodby and Rich Silverstein issued new campaigns for Comcast, Sprint, Cheetos, Hyundai and continue to delight us work for HP, Got Milk? and others for its outstanding projects.

Jeff Goodby grew up in Rhode Island, studied at Harvard, where he wrote in the university newspaper. He worked as a reporter in Boston, and drew illustrations for TIME and other publications. Then there was work in J. Walter Thompson, where in 1979 he went to Ogilvy & Mather San Francisco.

We can say that this is where the story began Goodby, Silverstein & Partners, because the historical familiarity with Jeff Rich Silverstein held at Ogilvy. By the time Rich was the art directors' fire, water and copper pipes in the magazine Rolling Stone, agencies Bozell & Jacobs, McCann Erickson and FCB. In this search for a "perpetual motion" Silverstayna stopped - he found his ideal copywriter. Together they have won every possible festivals, and then they became close in Ogilvie. Since 1993 in San Francisco, a new agency that aims to change the ad.

The official website of the agency can be read here is immodest, but it is a true vision of their work, their goals and objectives. We have much to learn from them:

"We want to Goodby Silverstein & Partners different from the others. And it's more than just results. This applies to more than just a job. It's about what we believe.

We believe that it is possible to look at the world through the eyes of others. This includes the fact that we can look at things through the eyes of our customers, to understand their world and the challenges that they face. This includes the fact that we can look at things through the eyes of consumers, which we involve and convince.

No other agency has not worked successfully with so many products and services as we do. Of course, the larger agencies are working with a large number of businesses. But we believe that none of them Brings LPs deep values ​​in a number of brands in a number of categories, as we have.

We believe that the best relationship between the agency and the client are based on the truth that we should talk to each other, even when it's hard. We also believe that successful campaigns are based on the search of the truth, finding it and transfer its audience.

Finally, we believe that it is necessary to treat the audience with respect. This is a presumption that they possess the necessary level of intelligence, insight and humor. In doing so, we think that we will be rewarded with a greater interest and involvement.

All this together creates a culture, methods of working, thinking and implementation. And this is, we believe, distinguishes us from any other agencies ».

"It's easy, and once even corny to say that we want to create ads that no one has ever seen.

But here's the thing: advertising is changing. Even when compared with what it was one year ago. No limits. There are no rules or categories. Just brilliant ideas, brilliant people and brilliant partnership.

We know that our product - it's not an advertising campaign, TV spot online game or embedded grocery message. In fact, it is the creation of the desired reaction in the mind of our audience, like a light bulb that flashes and changes behavior.

How do we do it? Changing the approach to the advertising problems. We are strengthening our online potential and expand interactive elements and experimenting to create branded content. We are also moving away from the traditional division in the creative team that allows us to think more freely.

Besides, why would not account work in partnership with mediaplannerom? Why not break down the walls between the interactive, broadcast, print advertising and design? What other media we can investigate and what impact?

Together we can change the ad into something new, so far no one has presented. We can change minds. We can do so that people crawled. We can create a brilliant ».

Jeff Goodby: - When you just created agency selling campaign for the newly created California Milk Processor Board, you promised Jeff Manning (Chair), the campaign will last forever, and to ensure that it will stop decline in milk consumption, or you return the money? How to recognize the Got Milk? Or Absolut? Or another brilliant campaign in the bud it? I>

- Yes, I promised. It is always good to ensure immediate and unquestionable results.

Ok, I did not promise.

I do not think you will recognize these things in the early stages, but it would be good to see it as quickly as possible. Nothing compares with the feeling that people are waiting for your next message, your next notion that they are attentive to what you're doing. It inspires the group to do things they could not do in other circumstances. You're outside. You went forth and shine.

Fortunately, milk campaign has brought results. This allows you to do it year after year. Somehow, advertisers tend to underestimate the liberating force of success.

- Do you have the Cannes Lions to populate the jungle, you became creative director of the year, Agency of the Year ... When was the last time you lost? i>

- Yes, I always lose. If you - no, you just do not do difficult things, you do not do something never done before.

- In your agency you inspire employees to creative risk and help them to sell work to customers. All of us hardly will be able to work with you, but could you give some advice on "how to sell the work to the client»? I>

- Try to see your work through the eyes of the customer, but you must continue to manage their faith in what you did. If you can do it, you sell the work. If you can not, perhaps it is not the right idea.

I also advise people constantly to give preference to start anew than otshlifovki ideas. Very often this leads to what the customer wants you to return to your original idea.

- your organizing principle of the agency: the mixing of roles. What, for example, make your strategy? And as a strategy to help creatives? I>

- Each strategy is different. Their role is important only when the creatives trust them. Creators do not have to love them or live with them, but they have to trust them. Equality also works the other way too. Strategists must be sure that creative people will listen to them. Otherwise, they begin to do less good work for them.

If you've ever been on a fishing trip and you've been a great leader of the process, you know, what should be the relationship between the creatives and strategists. The strategist must know the river and what bait works in this time of day. And creatives should just throw the bait and pull the right fish.

The first clients of the agency to this day keeps them faithful. Still would! All of America greedily drinking milk. The most boring product in the world has become virtually non-carbonated beverage number one for years of campaign Got Milk?

«Got Milk?» - It's part of pop culture, a model of successful public appeals to creatives worldwide.

In 1993, the situation in California dairymen were before critical that the producers of the CMPB agreed an unprecedented step: create a marketing fund and allocate it to 3 cents on every gallon of milk produced. So Goodby, Silverstein & Partners received immodest budget of $ 23 million a year and the task "to create your own symbolism, every consumer-friendly»

There was an assumption that people who drink milk, most of all, drink it, "accompaniment" to the liver, muffins and sandwiches with peanut butter. And why not actually try to demonstrate this link in a new advertising campaign? The genius of the study confirmed the hypothesis. And what's more, people said that they feel uncomfortable and unpleasant, they feel unfairly left out when the biscuits in the mouth, and milk, it turns out, no.

In terms of copywriting whole strategy fit into two quite brilliant in its dramatic vozdeytsviyu words and a question mark - «got milk?», «Have milk?»

The very first roller spot campaign was «Aaron Burr». A young man prepares for himself a sandwich with peanut butter sitting on duty at the historical museum, in the hall dedicated to the well-known in the States duel between Alexander Hamilton and Aaron Burr. Radio show offers the guy to answer the question "Who shot Alexander Hamilton," and his mouth glued oil ... What a tragedy!

According to a survey of the US population, this spot, won Best in Show at the Clio in 1994, is among the ten most favorite movies 90s.

The campaign is still going on. In 2007 at the Cannes Film Festival movie Law Of Gravity received a bronze medal, and the project Get The Glass has become one of the most awarded interactive projects of the year. It is also widely known for printing campaign "Milk mustaches».



Even some old customers GS & P - Hewlett Packard. It is their feeding the world now calls the company "HLB Pi." Jeff Goodby says that they have come up with to reduce the cumbersome name of another 4 years before the moment got this client. In 1995, they brought a few ideas on the pitch, and first of all spoke about the "Eich-P." The customer thought for a minute and said: "We agree that you still have for us?". "Still," they turned out very, very much - already at 13 years was enough.

One of the most successful and bright Californian creatives work for HP - the campaign "Hands", held under the slogan «The Computer Is Personal Again». All kinds of celebrities - from snowboarder Shaun White and rapper Jay-Z to the writer Paulo Coelho and even Princess Fiona from Shrek cartoon about - tell how comfortable it with the HP laptop and how that meets the personal needs of each user.





In 2005, Goodby Silverstein & Partners received the contract for creative services telecommunications company Comcast. This customer needed a "creative vaccination" - competition in this market is becoming more and more acute, but stand still possible, which they did. Over the past year States received three completely wacky campaigns for Comcast - two for cable television and the most interesting - for telephony.

The agency came up with Comcast'u rival, calling it collectively, but quite specifically - Big Old Expensive Phone Company («big old expensive phone Company"). To come up with a competitor six employees - the same collective textbook image: bulky guys in suits with old-fashioned hairstyle and mustache and - for political correctness - woman- "bluestocking" and endlessly smiling African American.

These six employees in the 4 casters currently pathos sing songs in different styles - the anthem, pop songs, cowboy guitar rock and Broadway musical. They sing about what they are beautiful, how loved rich at the expense of clients that Comcast did not understand this and work for the benefit of the client.

Nowhere, except the lyrics and lines «The Comcastic Production» at the end of the spot, the company's name does not appear. There is no further clarification or tagline. But they are not required: sarcasm, banter and opposition to the competitors in this extremely transparent.





Campaign for Comcast cable division promotes a new image quality - High Definition.

Comcast demonstrates the amazing picture quality and its effect on people. Men with idiotic views and frozen before undergoing revived in real life - in their homes - the image. Huge, but quite real in the form of tropical fish, parrots and tree frog tell them how wonderful that Comcast is now HD.

And in this year's campaign hallucinations subscribers Comcast is already hearing. In the "More. More. More "theme HD TV exposure on humans continues - relatives and friends have connected to Comcast HD suddenly start talking songs. The songs, each of which has the words «More. More. More », sung every time as an interlocutor opens his mouth with all music.









Among the most new customers Goodby, Silverstein & Partners - Sprint, Hyundai and Cheetos. All three brands have come to the agency in 2007 alone, but all of them have new strategies and interesting, unusual and creative solutions.

Get at least a funny ironic approach to advertising Hyundai traditional seasonal sales.

The campaign is a peculiar name «The Big Duh Sale», roughly translated as "big" but what are you talking about "selling out».

"Protagonist» «The Big Duh Sale» Goodby, Silverstein & Partners has chosen the American slang word Duh, which is used in the speech as a sarcastic response to the statement of the obvious very much. Firstly, it simply attracts attention; Secondly, it mocks the regular Rabat in the American automotive industry, which is served each time, something incredibly new and never seen before; and thirdly, it just gives the fan the whole campaign.

Keyword Duh found a great application not only in the title - in the Goodby, Silverstein & Partners came up with to use it instead of the "la-la-la" in the soundtrack for commercials ..

The second phase of the campaign was followed by the December Salem and was filled with Christmas motifs.







Unusual for the automotive market approach to communication with the audience seems to be lucky find for the Korean automaker in the North American market.

The first phase of the campaign, the main component of which was the site thinkaboutit.com with rollers placed on it and information on Hyundai cars was launched in September 2007. 15-second video shows not the car itself, and the view from its windows. Agency and Hyundai offered not only to see what these machines can, and think. Think of how and why they are making the manufacturer for safety, handling, comfort. To think and philosophize a little, but not divorced from reality, and vice versa - in close connection with life: take the brand "for the business." TV commercials contemplative followed a month later.

In the third part of the "first violin" also play spots, similar in mood and atmosphere of its predecessors. They automaker offering new themes for thought.





In the third in its history, the brand upgrade telecommunications company Sprint is positioning itself as a company going ahead of time, in opposition to competitors, promoting reduction of technological problems, as, for example, limited coverage and "sunken" calls.

Sprint Ahead campaign demonstrates how consumers and businesses use the operator Sprint today and how it will happen in the future. Based on that concept, Sprint brought key attributes appeal to the audience: the speed and harmonious union of man and technology.

Agency secured a interesting visualization of this concept - in all campaign commercials (there is already a lot) play an important role colorful glowing lines.







Corn Cheetos snacks with his eternal mascot cheetah, too, found a new form of communication. Just last week, the campaign was launched, the characters that well and gloomy nasty to those who they do not like using the product.



via / creativity / 2007/07/02/18984 /