#207 Blog Post
Tuesday, 25 February 2025.
dennyhatch.blogspot.com/2025/02/207-super-bowel-ads_20.html
Posted by Denny Hatch
Super Bowl TV Ads Cost $10 Million for Thirty Seconds.
This One Brought Into My Home Some Creepy Peeps.
The list of advertisers was announced a week before the game. I downloaded 42 advertisers and links to their actual ads which I alphabetized. Booking.com was first. I clicked on the link, watched a gaggle of ugly, noisy muppet puppets (including Miss Piggy) and jotted down some notes. The second ad was from Bosch USA. It was (and is) unbelievably gross — and the subject of this serious blog post.
Click on the link below to have a look at this truly offensive $10-million-dollar Bosch Super Bowl money-losing lunacy:
https://drive.google.com/file/d/1Jon4wv3fBB47kF0TXhAq-idCaK3nKJ2p/view
Meet 56-year-old Aussie Adman David Droga. He started as
a fledging copywriter at FCB.
“In 1996, he moved to Singapore to become Executive Creative Director of Saatchi & Saatchi Singapore and Regional Creative Director of Saatchi Asia. Droga was promoted to Executive Creative Director of Saatchi & Saatchi London in 1999. In 2002, Advertising Age awarded Droga the World's Top Creative Director.
“Saatchi & Saatchi London won Global Agency of the Year at the Cannes International Advertising and both Advertising Age and Adweek named Saatchi Agency of the Year. In 2000, Publicis Groupe acquired Saatchi and in 2004, Droga was promoted to Worldwide Chief Creative Officer of the Publicis Network, which took him to New York City in 2005.
“Droga founded his own agency, Droga5 in 2006. The name Droga5 comes from the number-coded laundry tag his mother sewed on his clothes to help differentiate his clothes from his brothers at boarding school." —Wikipedia
About Denny Hatch's Marketing Blog.
As co-founder, co-publisher with my extraordinary wife, Peggy, and as editor of the newsletter, WHO'S MAILING WHAT! one of our earliest subscribers was a true direct mail marketing wizard (and lovely guy) the late Malcolm Decker. He once said to me:
"There are two rules — two rules only — in Direct
Marketing:
'Rule #1: Test Everything. Rule #2: See Rule #1.' "
It's clear to me that David Droga is not — and never was — a classically trained marketer.
Droga's CV in Wikipedia (above) highlights his immediate acceptance into the smarty-pants glitterati and creativity of Mad. Ave.'s Saatchi & Saatchi, Publicis Groupe, Cannes International Advertising Festival, Advertising Age, Adweek. In other words, fugedabout the drudge work and arithmetic of testing — "allowable cost-per-order," "affordable CPM" and "cost-of-goods-sold." Leave the nuts-'n'-bolts and antiquated "rules" such as testing to the old-timer wonks — Max Sackheim, John Caples, Harry Scherman, Vic Schwab, John Stevenson, Fred Briesmeister, Bruce Barton, Stan Rapp, Tom Collins, Lester Wunderman, Elsworth Howell, Bob Hacker, Axel Anderssen, Bill Bernbach, Maxwell Dane and David Ogilvy to name a few.
A Bizarre Takeaway to Consider
I watched this thing over and over trying to get inside David Droga’s head. What the hell was he thinking? Suddenly the final frame popped into my head.
I had never heard of Bosch. This $10 million dollar TV ad wasn’t selling anything. Rather it was bent on making “Bosch” into a kind of weird homonym for “bash.” People in the ad (and watching at home) were being bashed all over the place — physically and emotionally.
David Droga invented a New Kind of Advertising!
I invite you to have a look at David Droga's weird Manifesto.
###
A Riveting Rave Review of Denny Hatch's Masterpiece.
By Oluchi Samuel
10 December 2024
An official OnlineBookClub.org review of Method Marketing by Denny Hatch.
5 out of 5 Stars
To
make a lot of profit, business owners need to understand and employ
marketing. As the name implies, Method Marketing by Denny Hatch is a
book that educates readers on method marketing. The author also shares
the stories of some people who employed method marketing.
Marketing
is the business of acquiring customers and continually thrilling them.
Method marketing, on the other hand, is the ability to get inside the
heads and under the skin of the people you are marketing your product
to. Direct mail is the largest advertising medium, and it is the medium a
lot of method marketers build their businesses on. The author shared
the stories of some marketers with huge businesses. These marketers were
Father Bruce Ritter, Martin Edelston, John Peterman, Bill Bonner, Bob
Shnayerson, Curt Strohacker, David Oreck, and William Kennedy. They
owned businesses like The Boardroom, J. Peterman Company, Agora
Publishing, The Eastwood Company, The Oreck Corporation, and Western
Monetary Consultants. He shared their stories, how they started their
businesses, and he also dropped points for marketers to pick up from
their experiences.
This is a wonderful book with lots of great
lessons in marketing. I loved that the author shared some successful
marketers' experiences. He used these stories to educate us. He
discussed how they started their businesses and some of the mistakes
they made along the way. These real-life stories made me understand his
lessons quite well. I appreciated them. Readers who are planning on
venturing into these businesses could learn a great deal from these
stories. The author also exposed me to some businesses I hadn't heard of
before, like The Teaching Company, Agora Publishing, Quest/77, and The
Oreck Company.
Copywriting is a business venture I have been
meaning to start. Luckily for me, I got the opportunity to read this
book. The author showed the significance of copywriting and also shared
tips on how to write a great copy. It gave me insights and taught me how
good a copy should be written. The story of the First Bank of Troy was
one of the stories I loved. The president of the bank, Frank O. Brock,
operated a customer-friendly business. He paid personal attention to all
his customers. He would go over lists of customers and call or give
personal notes to them at least once a month. As a novice in marketing, I
appreciated the appendix the author added at the end of the book. It
saved me a lot of trips to the dictionary.
For all these reasons, I rate this book 5 out of 5 stars.
It is an amazing book that all marketers should read. There was
absolutely nothing to dislike. I found one error, showing that it was
professionally edited. I recommend it to marketers and people planning
on venturing into marketing, as it contains a lot of tips to flourish in
marketing.
METHOD MARKETING
View: on Bookshelves | on Amazon
You can request a sample
And Read the First 31 Pages FREE.
###
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