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Great shot from Mobile Media Summit in San Francisco

February 2, 2014 1 comment

Somebody in the audience captured a good shot of the panel I was on at the Mobile Media Summit in San Francisco

Doug Chavez at Mobile Media Summit, San Francisco

Doug Chavez at Mobile Media Summit, San Francisco

Spirit Airlines crazy?…like a fox??

July 13, 2008 42 comments



The other day I noticed this ad and laughed. Either the creative knew exactly what he/she was doing or the are seriously out of touch with the world. WTF has long been shortcut for a well know phrase. Daring creatives and their advertisers, especially ones targeting the YAM audience, can get away with this and many do (e.g. Axe, McDonald’s, Old Spice, etc.) But the Spirit ad, marks the first I’ve seen in the typically conservative airline world. Granted, World Traveler Fares isn’t a stretch to but is this Crazy? Or crazy like a fox?

A while back the McDonald’s creative team at Tribal DDB came up with something similar, aimed at the Dollar Menu audience – YA to be sure. The response certainly proved that we were connecting with our core audience and getting noticed. The ad went on to make it’s way into the blogoshphere and wikipedia and into a major newspaper cartoon strip, where it was parodied. The talk value and earned media, in my opinion, was a perfect fit with our audience and certainly gave the Dollar Menu “street cred” with the target. To this day, I take my hat off to our creatives for bringing this to the client and to our client for being an advocate for pushing the envelope.

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