It’s once again time for the biggest and most exciting event in football, Super Bowl XLIII in Tampa, Florida, on February 1, 2009. Tickets for this game are being sold for anywhere between $3,000 and $4,000 each at a time when few in this country can afford anything at all. It should be noted that it’s not just admission tickets that are costly this year. A 30-second commercial during this year’s game will cost advertisers $3 million dollars … that’s $6 million a minute or $100,000 per second!
Those out-of-this-world-prices have forced some pretty creative out-of-the-box thinking. Remember back in 1962 when the Avis Car Rental Company gained fame with its “We Try Harder” campaign? This claim was the result of the fact that Avis was currently number #2 in the industry behind Hertz and therefore must try harder to achieve success. When it launched that campaign, Avis was an unprofitable company with 11% of the car rental business in the USA. Within a year Avis was making a profit, and within two years Avis had tripled its market share to 35%.
Is History Repeating Itself?
Anheuser-Busch, the game’s king of advertising and the country’s largest brewing company, will air 4 ½ minutes of ad time this year at a cost of $27 million! However, Miller Brewing Company, #2 in the industry, is going to “Try Harder” and may very well get more publicity by spending only a fraction of that cost.
Talk about creativity!
Talk about thinking “out-of-the-box”!
Talk about overcoming adversity in tough times!
Miller Brewing will air a one-second commercial for the champagne of beers, Miller High Life, on affiliates across the nation. That’s right, a ONE-SECOND COMMERCIAL! Talk about shorter attention spans! Viewers will have to watch closely for these ads. This game-day stunt ad—known as a “blink”—will air on 25 local NBC stations reaching about 60% of the TV audience. The ads will feature the Miller High Life brand and will put the highly popular delivery man from its original ads in the one-second commercials.
Here’s the beauty of this unique approach to a very competitive advertising industry tradition. Miller Brewing, #2 in the industry, will spend millions less than #1 Anheuser-Bush.
Miller Brewing is receiving millions of dollars worth of free advertising as a result of media coverage explaining its unconventional approach to advertising. Radio, television, newspapers, magazines, and the Internet are all sharing the story.
As a result of this ongoing coverage prior to the big game, viewers will be looking for these ads in anticipation of something that appears to be impossible.
Viewers can visit the Miller website, http://1secondad.com/, in advance of the game to view the many creative ad spots.
Miller is demonstrating that anyone can use creativity and innovation to deal with adversity in challenging times.
Not only has it discovered a way to compete at a high level, save money when it’s most needed, entertain its audience and demonstrate its uniqueness … Miller may even have found a way to produce the most successful ads of the day at an event where commercials have been known to upstage the actual football game.
Share this report with your staff, watch the game to see if this gamble pays off, and then discuss how this kind of out-of-the-box thinking might very well benefit your organization in this trying times.
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Looking back over the previous authors whose bios we’ve shared with our readers, I realized that many of them would be much more familiar to Baby Boomers as opposed to those in Generations X, Y or Z (New Silent Generation). However, even though the more recent generations may not recognize these authors by name, they are, indeed, familiar with their narratives, strategies, philosophies, and anecdotes. The work of these early authors (Napoleon Hill, Denis Waitley, Og Mandino, Ken Blanchard, and Zig Ziglar) have been shared, repackaged, reframed, and updated by more recent authors for later generations.
Over the last 30-plus years presenting himself and his motivational ideas, he has developed a world-wide following. He has grown from a one-man show to chariman of the Zig Ziglar Corporation, headquartered in Dallas, with a staff of more than 60 employees—an organization which is committed to helping people more fully utilize their physical, mental, and spiritual resources. Zig has traveled more than 5 million miles throughout the world as a speaker.



















Headquartered in Washington, DC with regional offices in Atlanta, GA and Westport, CT. Leadership IQ, a global leadership training and research company, provides best practices research and executive education to the world’s leading companies and their leaders.
Mark Murphy, CEO of Leadership IQ, explained that “The typical interview process fixates on ensuring that new hires are technically competent. But coachability, emotional intelligence, motivation and temperament are much more predictive of a new hires’ success or failure. Do technical skills really matter if the employee isn’t open to improving, alienates their coworkers, lacks drive and has the wrong personality for the job?”
In the spirit of C.A.N.I. (Continuous And Never-ending Improvement), here are this week’s new facts—one for each day of your coming week. Pass them on to others to keep the spirit alive or invite your friends and family to visit our blog where they can also view previous entries.
I’d like to share some advice with a certain segment of your readers but I’m not confident that the comment area of your blog is the place to do that in order to attain the greatest exposure. If you could possibly pass this message on in one of your columns, I feel a great many people would benefit.
January is National Mentoring Month … an annual campaign created in 2002 to promote youth mentoring across the U.S. This organization is the brain-child of the Harvard School of Public Health, the Corporation for National and Community Service and MENTOR.
General Powell is currently appearing in public service announcements (PSAs) on television and radio to promote the recruitment of volunteer mentors. His message focuses on the importance of mentoring, and the benefits to the mentor as well as the child. Ten years ago, prior to his term as U.S. Secretary of State, General Powell founded the America’s Promise Alliance, the nation’s largest multi-sector collaborative dedicated to the well-being of children and youth; his wife, Alma Powell, is the organization’s current Chair.
I am far from being a radical person. However, I can’t help but wonder if we, as a society, have grown too complacent for our own good. At what point do we simply say “Enough, already!” Again, this is not a political concern. This is definitely a leadership issue.
However, if you put a frog in a kettle that is filled with water that is cool and pleasant, and then you gradually heat the kettle until it starts boiling, the frog will not become aware of the threat until it is too late. The frog will soon pass out and eventually die … unaware of any threat. The frog’s survival instincts are geared towards detecting sudden changes.
Indra Nooyi is the Chairperson of the Board and Chief Executive Officer (CEO) of PepsiCo., the world’s fourth largest food and beverage company. Nooyi has been named the #1 Most Powerful Business Woman in the world in 2006 and 2007 by Fortune Magazine. According to the polls Forbes magazine conducted, Nooyi ranks third on the 2008 list of The World’s 100 Most Powerful Women. She was also named one of America’s Best Leaders of 2008 by U.S. News & World Report. Today, Indra Nooyi presides over 185,000 PepsiCo employees in nearly 200 countries.
In doing so, Nooyi is attempting to move beyond the historic trade-off between profits and people. Captured in her artful mantra—”Performance with purpose”—she wants to give Wall Street what it wants but also the planet what it needs.