The Hose

Evil

ALL YOU HAVE TO BRING...

Big Head and I have not had many phone conversations, ever. And when we do, they are usually like this:

"Yo. Where are you?"
"In a cab. Almost there."
"Ok, see you in a few."
"Ok, cool. Bye."

So it was a little strange when Big Head called and wanted to talk about advertising and media. It had something to do with the Yahoo job he's trying to get or whatnot. Which got me thinking...

What is the greatest advertising campaign of our generation?

Was it Nike's Just Do It campaign, which ran for 14 consecutive years and arguably brought experiential marketing to the mainstream? Or, on the other end of the spectrum, was it Apple Computer's 1984 super bowl commercial, which ran only once, seen by relatively few people, but has made such an impact that 20 years later, people still understand references to it?

No.

The greatest advertising campaign of our generation was for Mount Airy Lodge. C'mon, you know the jingle!

All you have to bring, is your love of ev'rything.

Virtually everyone we know who grew up in the northeast remembers the Mount Airy Lodge commercials. Aided Brand Recall. Check. You know what, whenever someone mentions that they grew up in the Poconos, the first think I'll say is "OH! That's where Mount Airy Lodge is!" Unaided Brand Recall. Check.

A couple of years ago, I read in the Times that Mount Airy Lodge had fallen into dilapidation and disrepair and was making plans to close down permanently. I told my friend (also a northeasterner) and immediately, disappointment shadowed her face. "Oh nooo... that's the saddest thing I've heard in a long time," she said. Brand Favorability. Check.

A slight pause and then a lightbulb went off... "We HAVE TO GO before it closes!" What? The article says that the place is falling apart and she still wants to go? Won't the heart shaped tubs have cracks all over them? Likely. But's that how great the Mount Airy Lodge advertising campaign really was. Purchase Intent. In advertising, it all comes down to purchase intent. Check.