Join the Adtempted crew as they concept through the Upside Down, and ultimately find the upside.

Sam McKinney 0:00
Welcome to AdTempted where we attempt to create ads for things that don’t need them. I’m Sam and I like Dart.

Chris Hanna 0:06
I’m Chris and I can’t wait for Barb’s return.

John Fish 0:09
And I’m John and I write things.

Chris Hanna 0:17
As always, our plan for today is to share some initial ideas choose a direction we like them build out a campaign that hits our objective. Sam, take it away with our brief.

Sam McKinney 0:27
Today’s product is the Upside Down, from the show Stranger Things: an alternate dimension that’s an exact replica of our world except completely abandoned, save for a few evil creatures like the Demogorgon, Mind Flayer, and carnivorous plants, seeking to feed on humans that find themselves trapped there. Accessed through portals, you are transported to the exact same location the upside down dimension.

John Fish 0:48
Our goal today is to create a pro tourism campaign that would appeal to the demo of the show’s cast: middle aged parents and adventurous teenagers.

??? 0:56
This is where Will is, the Upside Down. Like the veil of shadows.

Chris Hanna 1:01
Okay, so here is my first idea. The best souvenir is the one that you take home with you and the Upside Down offers a one of a kind way to make lasting memories, and that is by exacting cold, hard revenge. This shadow realm shares a unique connection to our own, empowering you to manipulate electronics and haunt ex lovers, Horrible Bosses and your high school bullies. This is the ultimate experiential holiday, where you rendezvous with revenge.

Sam McKinney 1:31
Nice. That’s fun.

Chris Hanna 1:32
Continuing with negative emotions. If you’ve got sticky feelings about where you were born and raised, you definitely are not alone. You know, seeing the people who made life tough brings up a lot of what I like to call negative nostalgia. But there’s a place where you can revisit the happy geological spots while avoiding those who made you feel less than, because none of them will be there. The dark ether of the Upside Down offers a whole new kind of tourism, where guests can visit familiar destinations without worrying about awkward runs. Take your nostalgia back by visiting your upside hometown.

Sam McKinney 2:08
Introvert’s vacations.

Chris Hanna 2:10
Ooh, I like that angle too. And third, certainly not least, I mean, we’ve all experienced this: tourist traps just suck. They overcharge you and your family to see the sights of a destination that you’ve already spent tons of money getting to. But what if you could tour Disneyland, see Mount Rushmore and even explore the Vatican without paying an extra dime? In the Upside Down there’s no scalping for entry fees to any place on Earth and there’s no red tape. Here, You can explore the world freely as it was meant to be. This is travel unrestricted.

Sam McKinney 2:44
Nice good job.

Chris Hanna 2:44
Thank you, do I get a gold star, Sam?

Sam McKinney 2:46
you get multiple gold stars. I would say three to be exact.

Chris Hanna 2:51
John, let’s see how many gold stars you can earn today.

John Fish 2:53
Let’s kick it off with vacation where no one wants to: vacations are nice, but you will inevitably run into annoying tourists, so why not go where no one wants to? Get away for real where no one can reach you because quite frankly, no one wants to go there. Take it from Barb who loved it so much she stayed. So go vacation where no one wants to.

Chris Hanna 3:16
I love this, I could totally see us doing something where we target really high like demand locations and really high tourist seasons. This is cool.

John Fish 3:26
All right. Yeah, I think it has a similar thread to the one you have Chris about tourist traps suck, the travel unrestricted. I think has a very similar thread there so we weave them in. The other one I brought in today is discover the Upside Down: there Earth has been well-trekked. Everest has been hiked space has been reached. The oceans for the most part is just saltwater with fish and a couple of whales.

Chris Hanna 3:50
Just a couple, to be exact.

John Fish 3:52
Just a couple just a few. So why not go where only few have gone? Sure you could have hiked Denali. But wouldn’t you rather be the first to explore a new daunting land near beautiful Hawthorne, Indiana? Go explore. Discover the upside down.

Chris Hanna 4:11
This is a cool one. I didn’t think about the, “be the first person to do like X, Y or Z in the upside down” angle. This is this is cool.

John Fish 4:20
Yeah, I think I’m trying to channel like that North Face feeling. Alright Sam, let’s hear it baby.

Sam McKinney 4:26
All right. My first one is an alternate vacation home. We’ve all seen House Hunters. There’s no way you can afford that $1.5 million vacation home in the Bahamas. So what do you do when you want someplace familiar to escape to? You buy your place and the Upside Down. It’s super cheap, far away from any living being, and exactly like those mansions you’ve seen. Except more rundown. What else could you ask for?

Chris Hanna 4:50
I mean, as as people who are entering the age where we’re considering buying houses, I guess we couldn’t ask for much more, it seems.

Sam McKinney 4:59
It’s affordable. And you get a place to live. It’s all you need. And then my next one, get a new perspective on life. Sometimes we take our lives for granted our cushy, house luxury car, lazy Sundays by the pool. Well, it’s about time to turn your life Upside Down and get a new perspective. Because a weekend in the veil of shadows running from a Demogorgon, or hiding from the Mind Flayer, will help you reevaluate the important things in your life. And don’t we all need a little perspective?

Chris Hanna 5:26
It seems like- I mean, we all do need a little perspective – But it also seems like this is targeting a very specific group of people who want a vacation.

Sam McKinney 5:35
And then my last one and possibly my favorite one. Sure, you can explore the jungles of the Amazon, traverse the dunes of the Sahara Desert, or navigate the back streets of LA. But how about adding another dimension to the thrill? In the Upside Down, you can do all of those things with the added layer of danger, with vines darkness and giant faceless monster tracking you down while you do it. Visit the upside down and take your adventure to another dimension.

Chris Hanna 6:00
Nice. It feels like this one shares a little bit of DNA with your previous one.

Sam McKinney 6:05
Yeah, more broadly targeted, though, more for the adventurous type, REI types.

Chris Hanna 6:12
I was gonna say, this almost sounds like the type of thing where if you are just so frickin rich that you can do anything in the world, I guess one of the things you would do is put your life in danger in an alternate dimension.

Sam McKinney 6:25
Yeah. Or if you just want more fun,

??? 6:28
the veil of Shadows is a dimension and it’s a dark reflection or Echo, of our world.

John Fish 6:33
What are we thinking? I think we have two different directions. But they’re both really fun. We each kind of came with two very similar threads. So we have the adventure side. And we have the kind of like, get a little bit away from everything and everyone.

Chris Hanna 6:47
And don’t forget the vengeance side!

John Fish 6:49
Oh, and the vengeance side. Yes, yeah for Chris. But I wonder if there’s a way that we can loop those two together almost, because they do kind of go hand in hand. Because when you are adventuring, you kind of are typically more alone? I don’t know. It’s just a thought right now.

Chris Hanna 7:03
So one thing to keep in mind is that our target audience here is, like the target demo of like middle aged parents and adventurous teenagers. So they aren’t necessarily like families. But it is people within those those two groups who I don’t know, maybe- maybe middle aged parents or taking on the Upside Down by themselves. I’m not them. I don’t know what their lives are like or what they want.

Sam McKinney 7:28
I mean, Hopper did it. Why can’t parents?

Chris Hanna 7:32
This is true.

Sam McKinney 7:34
They need to get away from their monster kids, to go to another place with monsters.

Chris Hanna 7:39
From this psychic powered children. Yes, of course. This is a tough one. So here’s the case that I will make for like travel unrestricted is that, yes, there’s the part of it that is like, you know, stop being scalped by the tourism industry. But then there’s the other part of it, where it’s like, you can theoretically go anyplace on Earth. And I don’t know about you, gents, but when I’ve been, you know, studying abroad, or vacationing, there are a lot of places that are just off limits, you know, prohibited, you know, public can’t get in here, but in the upside down, you can go there, and you can see what they’ve been hiding from you.

Sam McKinney 8:19
A whole new way to see area 51.

John Fish 8:21
I enjoy this one you brought in Chris. And I think it really, I do think that this one kind of wraps into discover the Upside Down and Sam’s take your adventure to another dimension, which I like, I like that tag already. That’s a pretty sweet tag. So there’s that there’s that way of going about it. And then there’s the other way of getting away from everyone and everything. I think we can make the case that— Well, now that I might even talk myself out of it now just because of the last two years we’ve been having to isolate so much. We kind of like to see people too, a little bit right.

Chris Hanna 8:52
Yeah. It’s it’s a tough one. Because if you are, if you are an introvert and you want to go on a vacation to be by yourself, would you want to go on vacation where you would be in mortal danger? Not just because there are creatures out there trying to kill you, but because you’re also by yourself.

Sam McKinney 9:13
I mean, people go backpacking in the backwoods all the time. That’s where I was thinking the another dimension is more people who go camping or more like hiking. They like that danger, that thrill of maybe getting lost or having a bear show up or whatever. You just take that but upping it a level.

John Fish 9:28
I think I enjoy that lends to it. It can be really funny if we kind of make it like wonderlust campaign.

Chris Hanna 9:36
Yeah. I also feel like there’s an opportunity to play with that upside phrase. Because really what we’re talking about is the upside to travel and vacation, right?

John Fish 9:47
Yeah, that’s not that is funny. That’s a good point.

Chris Hanna 9:50
In terms of the insights that we have on the table, I am really feeling the idea that John has in his discover the upside down idea, where we are essentially putting forward the adventuring through to, like, the familiar unfamiliar places that you know on Earth, in totally different light. Or I guess, in this case in a totally different darkness. But how are you guys feeling?

Sam McKinney 10:15
Yeah, it’s, it’s interesting. It kind of makes me think of like, rediscover your world. Like, you get another layer of what it is. And maybe you find things that you didn’t expect to find before.

Chris Hanna 10:30
The world is an onion, and you’re just going to peel back layer after beautiful layer.

John Fish 10:36
That’s funny. I like that though. Like it could be. Yeah, sure. You’ve- You’ve been to the zoo. But have you been to the zoo?

Chris Hanna 10:44
Have you been to the upside Zoo?

John Fish 10:46
That’s funny to me, because then you could take really like mundane, not very interesting things. And advertise it like with, with those types of places, right, like your local park or, or the mall.

Chris Hanna 11:00
there is something kind of funny to advertising a location to go visit, in the location you’re already in. You know? like you’re in the Bahamas, but maybe you could rediscover the Bahamas.

Sam McKinney 11:15
There’s another idea that I had, that I didn’t think it was going to go the direction we were all thinking. But apparently it was the direction we were thinking. And it’s basically your life but thrilling. And the idea is, especially in the Midwest, or like when you’re in the family life nearly every day is the same thing. You’re cooking dinner, taking care of your kids doing all the boring stuff. What if you could do all that but make it exciting? And do it all in the upside down? I think it kind of lends itself to this, rediscover your life or rediscover your, your world.

Chris Hanna 11:50
Yeah, yeah, I like that. And, and you know that this does also relate to our target audience because, I would imagine that middle aged parents and teenagers are both at points in their life where the day in and day out is very repetitive. Teenagers with like school and middle aged parents with the demands of being a working adult supporting their children.

John Fish 12:14
Both groups, both groups are in crises, right? Like the middle aged parents are having a midlife crisis. And the teens are like, wondering if they will ever fit in. Yeah, you know, they’re both similar stages of life in a weird way. I guess.

Chris Hanna 12:30
Aren we telling people to flip their middle age crisis upside down?

John Fish 12:35
Yeah, take another look at it. It’s not that bad. You don’t really know how good you got it, until you’re being chased by a Demagorgon in the upside down. And the only way out is through a fucking tree in the middle of nowhere, that you may or may not find,

Sam McKinney 12:50
there is a big thing, especially growing up in the middle of nowhere, like in a small town, where teenagers are just like, I want to get out of here. Like I don’t want to stay here my whole life because there’s nothing to do, then you leave. And then you spend the rest of your life missing your hometown. It kind of plays on that theory as well- on that feeling like the nostalgia of being home, but and also when you’re home, you want to get out of it. But if you do, flip it upside down or take this trip to see it in a new, new way. Maybe it makes you realize what what you had all along.

John Fish 13:28
I was getting there to Sam, I don’t know if what you were just saying is what led me there. But that’s an interesting thought. It’s kind of like you don’t know what you got till it’s gone. Or you don’t know how good you have it until you’re being chased by a Demagorgon. It’s kind

Sam McKinney 13:40
It’s like that ,get a new perspective on life, but with less of the luxury house and the billionaire focus but more on like, maybe you’re in a rut, and you need to like get out of that rut to go to the upside down.

John Fish 13:52
That’s actually a really interesting way to frame a tourism campaign too. Just because tourism campaigns are always usually like, go here because forget your life. You know, and this is this will be more of like a rediscover your life, rediscover your life in the upside down, because you’re going there to kind of get more perspective on what is awesome, because I think we are maybe trying to frame that upside down initially as like a positive place to go or a place you’d want to go. But I kind of liked this way of like framing it as a place. You don’t want to go because it’s crappy. But then using it as a way to realize Oh, it’s, my life is pretty good. Or my hometown of middle of nowhere. Samville, USA is not that bad.

Sam McKinney 14:39
It’s not the vacation. You want it it’s the vacation you needed.

John Fish 14:42
Yeah.

Sam McKinney 14:45
Yeah, that’s that’s an interesting angle. I like the twist of a bad place with good results rather than taking a bad place and making it positive.

John Fish 14:56
What do you think Chris? Do you kind of like that new approach?

Chris Hanna 15:00
Yeah, it’s, it’s definitely— there’s a degree here of separation from just straight up tourism, I think, because tourism usually is about, I guess, like the destination. But in this case, the destination is actually getting back and rediscovering like your everyday in like a new lens, a new light. So it’s, it’s definitely unexpected. And I think there’s a lot to, a lot of nuance to maybe communicate here, especially in so much as the benefit here isn’t really the upside down the benefit is the thing you get when you come back. I’m interested to think about how we could can communicate that.

Sam McKinney 15:44
I would argue that because tourism campaigns are about not about the place. Usually it’s about the experience of the place. And we’re technically still selling the experience of the place. It’s just not a positive experience. It’s a positive result, but not a positive experience.

Chris Hanna 16:00
Right, right, the journey- the journey is not the upside here.

??? 16:06
We can’t Shadow Walk, but maybe she can.

Do you know how we get there to the upside down?

Sam McKinney 16:16
How would we state the idea so we have something to execute against? Specifically?

John Fish 16:20
It’d be something along the lines of, rediscover how good you have it by going to the upside down? That’s like the core of the idea. I would, I would say.

Sam McKinney 16:32
Rediscover your upside by going to the downside.

Chris Hanna 16:35
I have rediscover your upside here too. I’m not sure if that’s quite it, but I think it’s close. Could it be and maybe this is one layer too many, but could it be, Return to your upside?

Sam McKinney 16:50
Maybe it’s actually just like, in season two, when Hopper gets stuck in the tunnels and almost dies and he comes back out and he’s all apologetic to El. That’s kind of the feeling but we need to figure out a line for that. Really you’re rediscovering yourself. Again, with the perspective, it’s like rediscover your perspective on life kind of thing. Like flip your perspective.

John Fish 17:13
It’d be like, come back to you. Come back to you, discover the upside down today, is how I’m kind of seeing it now. Like a on a print campaign. What was the line you had Chris about? The upside? Because that kind of works.

Chris Hanna 17:29
Like rediscover your upside?

John Fish 17:30
Yeah. rediscover your upside in the upside down.

Chris Hanna 17:33
Well, it’s it’s not even necessarily like in the upside down because you might— actually no I think you’re right, I take it back. You are like in the upside down is where you’re probably going to have that epiphany.

John Fish 17:47
Yeah, I think that’s where you have it.

Sam McKinney 17:48
Yeah.

John Fish 17:48
What about this, find your upside, upside down?

Sam McKinney 17:52
Maybe we’re just trying too hard on the the upside down play on words,

Chris Hanna 17:56
I think something may be closer to the vein of like, “return with” or “rediscover” might be a bit closer. And this is tough we’re dealing in like double negatives. Something else I was thinking or trying to cobble together. It’s like, “leave down like return upside” or something like that.

John Fish 18:14
You really miss your creature comforts when you’re away from the creature comforts, right? So if you’re camping, for example, and you don’t have you’re unable to make a hot pot of coffee, for some reason, then you’re like, Oh, I really miss that hot pot of coffee. And if you’re in the upside down, you’re like, oh, man, I really wish I could be doing dishes right now instead of rotting here in the upside down. You kind of discover it when you’re when you’re in it, you know,

Sam McKinney 18:42
because the upside doesn’t actually change. It’s your perspective, or your view of the upside. So you’re you’re living your life that you have, which is generally a normal life, then you go down and you realize how good you had it when you were back. So you appreciate it more when you’re back. So your upside is there all along? You look at it differently.

Chris Hanna 19:04
Yeah. That’s kind of why I’m thinking though that rediscover your upside is maybe the closest so far.

John Fish 19:10
I would agree with you, Chris. That is what we’re saying happens when you go to the upside down is like you really rediscover your upside pretty quickly.

Chris Hanna 19:18
Cool. So it sounds like for now we’re going with rediscover your upside. So executions! I’ve been thinking about tourism too much in the vacation mindset. And John, I think your earlier point specifically for this campaign is the right way to go where we are taking mundane everyday locations that you are familiar with and turning that into the destination, as opposed to going somewhere else.

John Fish 19:49
Yeah, so the the image that I’m keep coming back to, for some reason, is a kitchen kind of like dirty dishes all piled up. It’s like one of my like, least favorite things to do. And it’s a pretty mundane, everyday type of a situation. I’d much rather do that than be in the upside down. It’s almost like it could be worse campaign. I guess. That’s how we’re looking at it now.

Chris Hanna 20:15
Sam, do you think that there’s anything out there where we could employ a black or dark mirror of some sort?

Sam McKinney 20:22
Like a reflection, like actual reflection? I, we could but I don’t see how the application of that would really come back to rediscover your upside. It wouldn’t speak to that, I don’t think.

John Fish 20:35
what if it’s, what if it’s an augmented Virtual Reality type app where you can take the location that you’re at, at that moment, flip it around, and you can see what the upside down is? So you have your phone and you’re looking around and you Oh, there’s a Demagorgon? Oh, that was scary to me. I guess it’s pretty good up here.

Chris Hanna 20:54
that that could be one way of giving people a taste of the experience. I think what I was trying to get at with the mirror question is meeting people where they’re at, and representing the upside down version of their world, in like their everyday spaces.

Sam McKinney 21:13
Yeah. It’s, it’s weird to me, because it’s we’re doing a travel campaign, if we really honestly show the reflection of what it would be like in the upside down or we did the AR thing, Like that’s basically saying, Don’t come here. You have it better already.

Chris Hanna 21:30
Yeah. It’s the it’s the result as opposed to the journey.

Sam McKinney 21:35
Yeah, I think it has to be imagery, like you were saying, John, maybe it’s like a picture of this mom who’s cooking dinner, and she physically looks exhausted. And there’s like kids going crazy around her. And then, like, appreciate the finer things in life, and then talk about going to the upside down or whatever.

John Fish 21:54
So let’s think about testimonial type things, then, maybe.

Susan 21:59
I’m Susan, and I really hated my little kids. But as soon as I discovered the upside down, I rediscovered my upside. And you can too. Visit the upside down today.

Chris Hanna 22:11
Susan, everyone, our special guest for today.

Sam McKinney 22:15
Yeah, thank you, Susan.

Susan 22:16
No problem. I’ll be here all week.

Sam McKinney 22:18
I think that fits what we’re trying to sell. Like, because we want people to go, we want people to actually go to the upside down, not not like avoid the hell out of it.

Chris Hanna 22:28
So then maybe it’s more about changing the perspective of what people are experiencing in this world.

John Fish 22:35
Yeah. And to get to that change, they go to the upside down.

Chris Hanna 22:40
In terms of executions, I mean, we always go for billboards. I’m wondering if there’s another placement, that’s a bit more out of our regular wheelhouse that we could pursue here. Especially since we’re thinking about targeting places where people are going through like everyday, mundane life. Like what is an activity that you have to do like routinely, that you just like loathe, but you have to do it. And there’s like a specific space where you have to go?

John Fish 23:12
Dishes, putting away the dishes.

Chris Hanna 23:14
For me it’s laundromat, like, I do not like going to the laundromat. To be honest, it doesn’t seem like anyone else really enjoys going there. But it’s it is a space you go because you have to do like a routine. And I’m wondering if spaces like that could be an opportunity for this. Also, the fact that in laundromats stuff is constantly being turned around and upside down and, I just thought that there’s some kind of fun to that.

John Fish 23:45
Ooh, something on the, something on the, on the window that you can look into when your clothes are getting dried.

Chris Hanna 23:53
There we go!

John Fish 23:55
I like that’s actually really fun. That’s kind of a cool. That’s a cool way to look at it.

Chris Hanna 23:59
Yeah. And I mean, like it’s a placement where, you see it when you are going through the mundane moments of life. Where else do you do you gents go? That feels like mundane, everyday life? Transportation, public transportation?

Sam McKinney 24:14
Yeah, the buses.

John Fish 24:15
The bus? Yeah, the bus is a good place. Yeah, like right by the windows. Yep. Or just a bus. We could just use a whole bus.

Chris Hanna 24:24
We could do- Yeah, you could do a bus wrap. You could do a train wrap.

John Fish 24:28
The bus or, a whole bus would be cool because it can be like half, half in the real world, and then the other half was kind of like looks like it’s like not looks like it’s in the upside down. And then the tag would be like discover your upside on the bus.

Sam McKinney 24:44
I for some reason in my head. Like the more we think about this, the more I think it’s just a copy driven campaign. Like in the laundromat on the doors of the dryers or whatever the washers it just says, Wouldn’t you love to love this again? That kind of thing. We don’t have to re illustrate shitty situations since the shitty situations are going to be there already. Like for an a laundromat, we don’t need to show the laundromat. We don’t need to show the upside down. We just need to say, wouldn’t do you just, Wouldn’t it be awesome if this was fun?

Chris Hanna 25:16
I could definitely see that too.

John Fish 25:18
I think that’s actually an easier way to get to it to then with the imagery we’re trying to think of I think it’s more, Oh! Enjoy the clean. Discover your upside. Enjoy the ride, discover your upside, something like that.

Sam McKinney 25:33
Yeah, suddenly, because it’s, it’s like when you move to a new place, and you’re like you’re getting on the bus for the first time, you’re like, Oh, this is a new, exciting experience. Like, I like I want to, like relive this like it was the first time. And if you’re in the upside down for weeks on end, and all of a sudden, you’re like, you don’t have a bus there, you have to walk everywhere. Or you have to be covered in mud all the time, or whatever. Like coming back. You’re like, Man, I really love this. Like I missed this.

Chris Hanna 26:03
Do you think that messaging “again” is an important part of that or no? Because for example, I don’t know if I ever actually liked going to the laundromat.

Sam McKinney 26:15
depends on the situation. Like no one loves doing the dishes, no one loves, like, having to go get pickup salt or something from the grocery store.

John Fish 26:25
do laundry, like as your first time, get married, like it’s your first time, ride the bus like it’s your first time. I think that kind of is a good point. Because it really is kind of those first times where it’s like the most exciting. So it’s like almost like live life like the first time again.

Chris Hanna 26:42
And you know what, I almost feel like we can then hearken or message the fact that you are doing this repetitively. And so it could be like getting married, like it’s the first time even if it’s after the sixth divorce. That’s like the bad version of that line. But there is something kind of interesting to being like, enjoy doing errands 3412 trips to the laundromat later, kind of thing.

Sam McKinney 27:11
So if we’re going with the theme of like the laundromat and the bus and things like that, like other situations that would suck like print ads: I would think the tired mom with the crazy toddlers, or the teenagers that are rebelling against their parents, like appreciate teenage rebellion, taking things that are normally really horrible, but then saying, wouldn’t it be nice to enjoy this?

Chris Hanna 27:32
So I do like the simplicity of that. But just to play devil’s advocate: it kind of feels like then we are just pushing people to try and appreciate those things without insinuating that they have to visit the upside down to get there.

Sam McKinney 27:47
But if it’s the tagline that ties it back to rediscover the upside, and it’s we’re selling this trip as a cure, that would be where it plays in.

John Fish 27:57
Okay, so we’ll do though that kind of for our print ads, then and then I think we could do I think there is room for a testimonial type thing. That’s just kind of like maybe for like a radio spot.

Chris Hanna 28:08
I don’t know. Do you think that we need testimonials here, John? Like us being able to message or I guess use things that lots and lots of people experience on like a daily basis might be the testimonial that we need, as opposed to someone saying how like their specific experience was changed. Does that make sense?

Sam McKinney 28:30
John just wants to write to testimonials. He just wants to have fun with that.

John Fish 28:33
No, no, no, that’s fine. I’m just I’m just wondering.

Chris Hanna 28:37
I don’t want to stop John from writing testimonials. To be clear. I I’d love to bring Susan.

Susan 28:43
Oh, thank you Chris.

Sam McKinney 28:45
And actually, I think a testimonial might be a fun like promotional post for the podcast.

John Fish 28:52
Okay. So I guess where I was going was like, what do we need to round it out? Or do we just want to do a strictly a copy campaign? In places that are kind of mundane?

Sam McKinney 29:03
Yeah, I think that—

Chris Hanna 29:04
That feels right to me. Yeah,

Sam McKinney 29:06
You can have fun with it. We can come up with some lines.

John Fish 29:08
just to get into some different spaces. So it’s not all doors. What about are there any like places on the internet that we can think of that are kind of mundane? Like maybe, maybe your bank, advertise on banking websites?

Sam McKinney 29:21
Maybe we have ads on our podcast apps.

Chris Hanna 29:25
I like that idea. Because, again, podcasts or at least the way that I use podcasts is often when I’m in like I’m doing chores around the house or I’m on like a really long commute.

John Fish 29:38
That’s a good spot. No, that is a good spot.

Sam McKinney 29:39
We could do a podcast, but in our podcast,

Chris Hanna 29:43
Maybe maybe Susan’s gonna come back at the end of the podcast to give us a testimonial.

Let’s Let’s nail down our copy and our placements. So for like the laundromat, I don’t know I kind of I love the idea of including, like a statistic that attests to the fact that you’ve been doing this over and over and over and over again. Like the bus. It could be like, like enjoy the commute like 12,561 rides later, for the laundromat. I have like enjoy running errands 3247 dry cycles later.

Sam McKinney 30:18
Maybe it’s like, enjoy the 3247th cycle like it was your first.

Chris Hanna 30:23
There we go.

John Fish 30:24
Yeah.

Chris Hanna 30:26
For your appreciate teenage rebellion, I really want to do something like appreciate teenage rebellion four teenagers later or something like that. And I’m trying to think of where that might be placed.

John Fish 30:40
Enjoy, enjoy their teenage rebellion, like it’s your own.

Sam McKinney 30:44
I want to say something like, instead of enjoy think it’s more like, appreciate—

John Fish 30:51
Oh, how about appreciate the growing pains.

Chris Hanna 30:54
I wonder, here’s an idea. I wonder if you could hit both teenagers and middle aged parents by saying something like, like appreciate the teenage years or like appreciate the preteen years or something like that.

John Fish 31:05
I kind of I honestly, I kind of like appreciate the growing pains. And that could work for both because as a kid they’re not it’s not the most fun thing or as a little young teen preteen, like the kids in the show, who definitely all have had growing pains because they’re all like tall now.

Chris Hanna 31:21
just for the sake of maybe having a little bit of consistency because we’ve already got two that use numbers: what is what is a very common frequent thing that you experience for growing pains? I think meltdowns could be it, but open to another suggestion.

Sam McKinney 31:39
I want to say the end should be like 400 slamming- doors slammed later.

Chris Hanna 31:46
I like that. And you know what: that could— could that work on the apartment wrap? No, probably not.

Sam McKinney 31:54
It wouldn’t I don’t think the apartment— I don’t know if we’re like we have I think the third one would just be a print ad and just be-

John Fish 32:03
in like a parenting magazine. Yeah, I like I like the I like the door slammed.

Chris Hanna 32:07
So are we feeling good with rediscover the upside?

Sam McKinney 32:10
It’d be rediscover the upside, in the upside down, wouldn’t it?

Chris Hanna 32:13
Um, yeah. I don’t think that like there are, especially if we’re not having any sort of like link or context to where you would rediscover the upside. We need something to tie it all together.

John Fish 32:28
Yeah, I think it’s rediscover the upside in the upside down.

Chris Hanna 32:31
Okay, I think it’s time to walk through our campaign. Our insight is that visiting the upside down gives visitors a more positive perspective on the real world lives. And so our tagline is rediscover the upside in the upside down. We’ve got two executions. The first is an out of home copy driven execution that targets everyday activities and puts a more positive spin on the everyday mundane. So for example, we’ve got placements in there. Let me reread that. And so our first execution is an out of home copy driven placement that targets everyday activities. For example, commuting on the bus, being in the laundromat, or reading through a parenting magazine. For the bus, our copy is, “relish the commute 12,561 rides later.” For the laundromat, “Enjoy the 3247th cycle like it’s your first.” And for the parenting magazine, “Appreciate the growing pains, 414 slam doors later.” Finally, our special guests Susan will give a personal podcast testimonial about how her life turned around after visiting the upside down. Well done, guys.

John Fish 33:44
I think that’s a wrap. That was a that was a long one.

Sam McKinney 33:47
That was. So much fun, though.

Chris Hanna 33:49
Yeah. Well, I for one am So excited to hear what Susan has to say. But before that, Sam do we want to tease what may be coming up next.

Sam McKinney 34:01
It’s going to be a roaring good time. Ooh.

Chris Hanna 34:04
And now a message from Susan.

Susan 34:07
If doing the dishes reminds you of your inevitable moral fate. You’re not alone. I always dreaded staring into the suburban abyss of my dirty sink after every Taco Tuesday. But then I visited the upside down and things just flipped. I saw my world, and my home, in a different light. Now the only flesh-eating monsters I have to worry about are the ones I drop off at school every day. So take the trick that’ll change your world. rediscover your upside in the upside down.

Transcribed by https://otter.ai