My look at memorable local advertising is generally limited by two
factors: 1: If I can remember it and 2: If it's on Youtube.
Seriously. It's pretty hard to remember all the local advertising I
see unless it's REALLY memorable. Some American advertising experts
have theorized that the average American sees 3,000 advertisements per day,
so you can see why I might not be able to remember EVERYTHING. And
unfortunately, what does usually stick in my mind are the ads that make
me laugh, and sometimes they weren't even meant to, so that's a problem
as well.
The folks over at Crowley Web & Associates noticed these problems, and decided it was high time I show some respect for the really great ads that Buffalo talent has produced, and I would be remiss if I failed to do so. I know there's been some great ads around here, but remember the aforementioned problems I've encountered. So, thank you to CWA. The ad they created is a real gem. If you don't remember it, prepare to say "They don't make ads like THAT anymore."
Garcia's Irish Pub, hoping to boost business, turned to CWA in the summer of 1989 for a campaign that would really get things going. I took some ad classes in college. When it comes to outdoor ads, most people follow certain "laws." For example, never use more than 7 words, include company logo, leave billboards up for minimum of 30 days, use multiple billboards to expand audience reach. CWA completely ignored each of these rules in order to achieve a different, but undeniably positive effect.
Can you recite the words to any of the billboards you saw on the way to work today? You certainly wouldn't forget what was written on the ones for Garcia's Pub that summer. Without too many words, the people who saw the signs easily gathered that a man named William had seen an "Angel in Red" at Garcia's and succumbed to love at first sight. Perhaps William hadn't the courage to approach his Angel that night, so he bought a billboard in a desperate search to find her. "Angel in Red: Saw you at Garcia's Irish Pub. Would love to meet you. William." Read the first board. Here's the story. One per week for 9 weeks.
It was the talk of the town. People began imagining their own stories about the night William saw his "Angel." Ads began popping up in newspapers, even on a sign pulled behind an airplane flying over a Bisons game, all slyly mentioning Garcia's.
When it became apparent that the two would finally meet that Friday at Garcia's, people flocked there in droves, hoping to see William and the Angel in Red. And of course, they arrived. A woman in a red dress was spotted at the bar, and a limo pulled up to the entrance. As William scanned the giant crowd for his girl, their eyes met, and the two danced to "Angel In Red." The crowd went nuts. As quickly as they'd arrived, they left, the bystanders wondering if what they had seen was real.
The campaign made Garcia's a booming success. Even if the Willaim/Angel In Red saga had ended, Garcia's was the place to be, its love story saving it from the threat of losing business to several waterfront restaurants set to open that summer.
The campaign was entered into the Obie's, advertising's Academy Awards. It won for its innovation and effectiveness. The judges unanimously named it "Best In Show," each one awarding perfect marks. USA Today and other national papers printed the ad in full, and you can still find it in marketing textbooks to this day. To top it all off, Senior vice president/media director Jim Crowley met his wife Robin at Garcia's on that famous Friday night. They are still married today and have two kids.
Thanks to everyone at Crowley Webb & Associates for showing us how great advertising can be when done correctly. And kudos to them for creating a campaign that is still remarkable 20 years later.
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The folks over at Crowley Web & Associates noticed these problems, and decided it was high time I show some respect for the really great ads that Buffalo talent has produced, and I would be remiss if I failed to do so. I know there's been some great ads around here, but remember the aforementioned problems I've encountered. So, thank you to CWA. The ad they created is a real gem. If you don't remember it, prepare to say "They don't make ads like THAT anymore."
Garcia's Irish Pub, hoping to boost business, turned to CWA in the summer of 1989 for a campaign that would really get things going. I took some ad classes in college. When it comes to outdoor ads, most people follow certain "laws." For example, never use more than 7 words, include company logo, leave billboards up for minimum of 30 days, use multiple billboards to expand audience reach. CWA completely ignored each of these rules in order to achieve a different, but undeniably positive effect.
Can you recite the words to any of the billboards you saw on the way to work today? You certainly wouldn't forget what was written on the ones for Garcia's Pub that summer. Without too many words, the people who saw the signs easily gathered that a man named William had seen an "Angel in Red" at Garcia's and succumbed to love at first sight. Perhaps William hadn't the courage to approach his Angel that night, so he bought a billboard in a desperate search to find her. "Angel in Red: Saw you at Garcia's Irish Pub. Would love to meet you. William." Read the first board. Here's the story. One per week for 9 weeks.
It was the talk of the town. People began imagining their own stories about the night William saw his "Angel." Ads began popping up in newspapers, even on a sign pulled behind an airplane flying over a Bisons game, all slyly mentioning Garcia's.
When it became apparent that the two would finally meet that Friday at Garcia's, people flocked there in droves, hoping to see William and the Angel in Red. And of course, they arrived. A woman in a red dress was spotted at the bar, and a limo pulled up to the entrance. As William scanned the giant crowd for his girl, their eyes met, and the two danced to "Angel In Red." The crowd went nuts. As quickly as they'd arrived, they left, the bystanders wondering if what they had seen was real.
The campaign made Garcia's a booming success. Even if the Willaim/Angel In Red saga had ended, Garcia's was the place to be, its love story saving it from the threat of losing business to several waterfront restaurants set to open that summer.
The campaign was entered into the Obie's, advertising's Academy Awards. It won for its innovation and effectiveness. The judges unanimously named it "Best In Show," each one awarding perfect marks. USA Today and other national papers printed the ad in full, and you can still find it in marketing textbooks to this day. To top it all off, Senior vice president/media director Jim Crowley met his wife Robin at Garcia's on that famous Friday night. They are still married today and have two kids.
Thanks to everyone at Crowley Webb & Associates for showing us how great advertising can be when done correctly. And kudos to them for creating a campaign that is still remarkable 20 years later.
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lol...I remember these ads, once upon a time I worked as a server there, boy was the food terrible.