Got Creativity?

OK, this is my rant about lack of creativity by marketers. This is a HUGE pet peeve of mine. It irritates me to no end to see marketers lazily attempt to market their product or services by copying the popular “got milk?” ads by simply using lowercase type and filling their product or service in the blank of “got ______?”  How lazy are you? 

The “Got Milk” advertising campaign was created in 1993 by Goodby Silverstein & Partners for theCalifornia Milk Processor Board and later licensed it for dairy farmers. Milk had seen a 20-year slump, and this wildly popular advertising campaign is credited with milk’s resurgence as a competitor in the beverage industry. The first TV ad to run in 1993 was about a luckless history buff who adores Alexander Hamilton (in fact, it appears his apartment is like a mini-museum). He is slathering peanut butter onto a sandwich as he hears the radio announcer’s trivia contest. The question: “Who shot Alexander Hamilton in that famous duel?” Next caller gets a chance to answer. Well, who do you suppose would get the call. None other than our tragic star who has just stuffed that peanut butter sandwich in his mouth. The DJ cannot understand his answer (Aaron Burr), so our hapless hero reaches for the milk to wash down his woes and win $10,000. No milk. Tragedy. “Got Milk?” is the simple tag on a black screeen. Brilliant!!! Check it out, below. 

OK – so what’s your problem, Mike? I was driving in the Costco shopping center and drove past this pickup truck with these 10-foot cat tower things (I guess the cats climb on them), and a big sign that said, “Got Cats?” Ugh – why don’t these amateur marketers come up with something original instead of stealing and presenting a pathetic carbon copy of a great ad? And there are no boundaries for burglary of “Got Milk?” Check out some of the examples below. You’ve got everything from “Got Jesus?” to “Got Sand?” to “Got Shoes?” Plus, my favorite: “Got Poop?”

Anyway – that’s my rant. Keep your eyes open for these pathetic attempts at marketing, and gaze upon them with absolute disdain. Promise you will?

(Also, just for all of our viewing pleasure, I added a true “Got Milk?” ad featuring Hayden Panettiere to the gallery)

2 Responses so far »

  1. 1

    Mike said,

    They’re not marketers. not even amateurs. That’s the problem. No one wants to pay us for our creativity. And honestly, does it really matter? The kind of people who pay $100 for a cat tower wouldn’t know a good marketing plan if is jumped up and clawed them in the face.

    The other thing is. THEY THINK IT’S Clever?!?!?

    It’s the same with poetry. The first guy who compared a woman’s beauty to a rose was a genius. The second guy was a moron.


    Bonus points for that first poet…

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