“I don’t know the rules of grammar…If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.
– Eugene Schwartz Tweet this!ĭavid Ogilvy, in many ways the inspiration for Don Draper, once remarked: Legendary copywriter Eugene Schwartz once remarked “ There is your audience. When the server says “I love smoking,” he mutters to himself, “I love smoking, that’s very good.” And then writes it on his napkin.ĭon Draper is doing customer research. This last comment makes Draper perk up a bit. He comments that if his preferred brand disappeared, he would still find something to smoke Has heard that cigarettes are dangerous (from his wife) but dismisses it because….Hasn’t ever considered switching cigarette brands.
#Lucky strike its toasted free
Mad Men marketing lesson one: Use the words your audience uses Despite its length, it jams in enough marketing insight that I was typing furiously. The opening scene is 2 minutes and 29 seconds long. How do you write an ad for a product that literally causes cancer? We don’t quite know it yet, but Don Draper has a problem: smoking kills, and he’s been hired to sell cigarettes. The shot finds its way to Don Draper, fiddling with a cigarette, pen, and napkin. People talk indistinctly, voices blending together into a murmur. The camera pans through a crowded restaurant. Here are the Mad Men marketing lessons from just one episode.ĭon Draper struggles to sell tobacco, so he tries a classic advertising technique I recently sat down to rewatch the first episode, then immediately paused to start taking notes.
#Lucky strike its toasted full
Mad Men ran for 7 seasons, and it’s packed full of marketing wisdom. Mad Men creator Matthew Weiner was inspired by David Ogilvy’s well-known book (Source, Amazon) Inspired by David Ogilvy’s Confessions of an Advertising Man, the show highlights moments crucial to the copywriting and advertising process-behind the scenes work of customer research and positioning. The climax of the episode showcases Draper’s marketing and copywriting brilliance, as he seemingly pulls “it’s toasted” out of thin air.īut what makes Mad Men, and Don Draper, so brilliant is that this final moment of discovering the tagline is foreshadowed throughout the entire episode.Ī close watching of season one, episode one reveals that the show’s creators crafted a subtle build-up to the climax. Draper’s job is to sell cigarettes anyway. Mad Men is set in the 1960, and the latest research on cigarettes has just been released. In episode one, ad-man Don Draper struggles with a seemingly insurmountable problem. It’s also a real tagline for Lucky Strikes cigarettes, adopted by the brand in 1917. “It’s toasted” features as the climax of the very first episode of Mad Men, in a scene that captured attention and sparked the show’s runaway success. Even if you’ve never watched the show Mad Men, you’ve probably heard the phrase “It’s toasted.”
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