Advertising Lessons From John Hughes
Image courtesy gettyimages.com
Raise your hand if you’ve seen “Planes, Trains and Automobiles”—the 1987 comedy starring Steve Martin and John Candy.
I’m likely dating myself. Maybe not. In any case, I recently watched it, being that it’s one of the only Thanksgiving classics.
A few things struck me now as an adult, that had not as a kid. Mainly, HOW WELL IT RELATES TO ADVERTISING.
Image courtesy of Paramount Pictures
1. Del (John Candy’s character), in spite of his constant conning and obnoxious behavior, is the guy we root for.
While he lies about most things, his personality is “authentic.”
Part of it, is because of John Candy’s incredible talent and charm in playing the loveable goof, but the bulk of it, lies in Del’s ability to relate to people. All people. While he lies about most things, his personality is “authentic” (f#ck I used that word, ugh). To quote Del in the movie, “With me, whatcha see, is whatcha get.”
He speaks to people on their level. He’s clever in how and what he says, but always manages to read who’s around him and engages accordingly.
Image courtesy of Paramount Pictures
2. Neil (Steve Martin’s character), in spite of his honest, and very empathetic intentions of just getting home to his family for Thanksgiving, is the guy we don’t like.
He incorrectly assumes that people are either on his level or not worth the effort.
He’s rigid, impatient, and has no idea how to interact with people. He puts on airs with everyone he meets. And he’s so uptight, that while his intentions are good, he’s clueless on how to present himself.
He incorrectly assumes that people are either on his level or not worth the effort. This is, in large part, because he has almost no emotional intelligence. He’s smart, but not people smart.
Image courtesy of Paramount Pictures
Advertising works in much the same way. There have been millions of ads that personify the Dels and Neils, and everything in between.
There’s the Dels, with their inauthentic motives, but completely on our level and accessible. And the Neil’s, with their honest intentions, but devoid of humanity.
BE A DEIL. Find that happy middle ground.
Work with clients whose values align with yours, and find a way to tell their story in as genuine a way as possible.
F#ck the snobs, the competition, and brands that don’t live up to your standards.
Work with clients whose values align with yours, and find a way to tell their story in as genuine a way as possible.
Should you tread to long in either extreme (Del or Neil), quite frankly, you’re f#cked.
Go be a Deil.
