The Magic of Cultural Campaigns

Let’s talk about some advertising icons… does “Wassuuuuup” ring a bell? You’re currently saying it right now while sticking your tongue out—don’t lie! At its core,  it wasn’t a beautifully shot masterpiece or overly complicated. It was an idea—simple, human, and infectious—that helped Bud Light capture a generation.

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Then there’s The Most Interesting Man in the World for Dos Equis, a character-driven campaign so memorable it turned a beer into a cultural touchstone. It also kicked off America’s infatuation with the term “silver fox” but that’s a conversation for another day. :)  

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And Geico? They took campaign development to another level. From cavemen to geckos, they didn’t just create ads—they built a universe of layered storytelling that became instantly recognizable and endlessly versatile.

But what did campaigns have in common? They didn’t rely on gimmicks—they relied on the power of a great idea to resonate deeply and stick.

Great campaigns aren’t about budgets. They’re about moments that make people remember you.

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Where Did the Big Ideas Go?

Cultural campaigns like “Wassup” and “The Most Interesting Man in the World” didn’t happen by accident. They were the product of strategy, craft, and cohesive execution. So why don’t we see them in digital advertising as often?

Hypothesis: Convenience Killed CraftsmanshipBack in the 90s and early 2000s, media buying was expensive because the majority of it was delivered through broadcasting networks. The cost to distribute video content was so steep that brands couldn’t afford to produce mediocre content. Ideas had to be memorable or they were dead on arrival—and so was the brand’s budget.

Now? Anyone with an iPhone and a Udemy course can launch a Meta or YouTube campaign. Brands are saving money, but they’re paying a hidden cost: content that doesn’t truly connect. The result is a sea of low-effort campaigns clogging social feeds and dulling consumer senses.

➞ The modern audience isn’t harder to reach—they’re harder to impress. Convenience has lowered the bar, and consumers know it.

But What If You Don’t Have a Fortune 500 Budget?

But I know what you’re thinking: Geico & Bud Light are both MASSIVE conglomerates with millions to burn on media buys. Brands like that can afford to build entire universes of campaigns and characters. For everyone else, it’s just not realistic… right? 

ehhh...Wrong!

You don’t need endless budgets to create a Big Idea—you need a sharp, emotional connection that cuts through the noise.

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TikTok Cracked the Code

Look no further than TikTok. It took over consumers by storm, not because of flashy production value, but because of the ideas that creators brought to life. TikTok’s early days were a treasure trove of content that had viewers glued to their phones all night, laughing, crying, and swiping through videos that felt real.

There were no million-dollar budgets—just creators who understood how to connect emotionally.

The lesson? The Idea comes first. The small brands who crack that emotional code stand a real chance to win—without breaking the bank. Big ideas aren’t a luxury—they’re a necessity.‍

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A big budget doesn’t create a Big Idea. A Big Idea creates a big result.

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Collaboration Breakdown – The Silent Campaign Killer

Let’s be honest: Brands, media agencies, and production teams often work more like competitors than collaborators. Everyone has their own agenda, their own priorities, and their own version of “what good looks like.” That lack of alignment kills creativity before it even has a chance.

Where It Falls ApartNot all brands have the foresight or creative experience to ask the right questions… or at the very least, designate the right teams/partners to develop an idea that would emotionally connect their audiences to their brand.

Media Agencies understand the market and brand objectives, but sometimes lack creative vision to execute them. So these “media plans” can often dull a true creative team’s ability to bring these elements to life in an impactful way

Production teams are handed bad storyboards (or in most cases, a moodboard or manifesto) and told to make some magic. Or ultimately, the video  production teams are brought in when all the creative or campaign concepting has concluded. Aka, leaving out core experts from the ideation table? BIG OVERSITE

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The Industry’s Shift to Laziness

The late 90s and early 2000s produced cultural touchstones—ads you could recite by heart. Why? Because they had to be great.

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Why It’s Different Today

➞ The Cost of Entry Is Too Low: Broadcast media required craftsmanship. Digital media? Not so much.

➞ Short-Term Focus: CMOs have an average tenure of 4.2 years (source: Marketing Brew). Quick wins trump big, lasting ideas.

➞ Overexposure Killed Emotional Connection: Consumers have been primed to ignore low-effort ads.

“Lazy ads aren’t cheap—they’re expensive. Because they cost you trust, attention, and loyalty.”

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Why Cohesive Campaigns Still Win

Here’s the truth: Big ideas still work—when they’re given the time, space, and leadership they deserve. A great campaign is more than a tagline. It’s a singular idea that guides everything:

• The strategy.
• The creative.
• The media.
• The execution.

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Example: Show, Don’t Tell

Take Geico. Over decades, they’ve built a campaign universe—characters, jokes, and callbacks that reference other campaigns. It’s layered, consistent, and undeniably sticky.

“A half-baked campaign wastes everyone’s time and money. A great campaign changes the game.”

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...So, How Do We Fix It?

1.) Start with the Idea: Nail the concept first.

2.) Unite the Teams: Bring the brand, media, and creative teams together from Day 1.

3.) Simplify the Process: Too many voices kill creativity. Keep the focus sharp.

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Bring Back the Big Idea

The industry doesn’t need more ads. It needs more art. Campaigns that stop people in their tracks, stir something inside them, and make them remember your brand long after they’ve scrolled past.

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Big ideas aren’t dead—they’re just waiting for someone brave enough to bring them back to life.

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Closing Thought: If you’re ready to stop settling for “good enough” and start creating campaigns that matter, let’s talk.