Amid the obsessive hand wringing over Michigan's turbulent automotive industry is another local industry, hidden in plain sight, which thrives by putting out new and better products on a daily basis. The products are ideas, and they're being produced fast and furiously by local advertising agencies that are building an impressive roster of non-automotive clients by providing fresh creative ideas and innovative channels to communicate with their audience.
"Detroit is looked upon as an opportunity. Creatively, the nice thing about Detroit is there is a lot of opportunity for creative people here and I think advertisers are starting to see that," says Gary Topolewski, a local advertising legend and principal of a new agency that bears his name. Proof of this perspective may be found in Topolewski's recent win of Quizno's and Google's business.
"The nice thing about Quizno's for us is that it's a national piece of business," says Topolewski. The new campaign takes a humorous approach to promoting a brand new Quizno's sub, and emphasizes the unique Quizno's method of toasting their sandwiches in a real oven. The first TV spot airs tonight (April 12), during "Late Show with David Letterman."
The medium is innovation
The Google win offers the agency opportunity to explore new creative territory. Topolewski's relationship with Google is one of creative consultant, bringing the company's technology to advertisers and helping them find new ways to communicate with consumers. "I'm talking intimately to the best creative minds in the country about their products and let them come up with the application. I show them how they can connect things differently."
Google was looking for a different way to show off its many resources. Other agencies proposed a traditional campaign route, but Topolewski chose to pursue "connecting the tool-makers (Google) with the tool-users (agency creative types)." To that end, the firm used its contacts to put Google engineers in direct contact with creative folks at various top ad agencies. Ideas were exchanged that inspired both groups to conceptualize new ways to use Google tools to solve creative problems. The experience also prompted Google to reevaluate their technologies and develop systems that allow for greater creative flexibility.
Gary Topolewski thinks the level of talent that exists in the Detroit ad market initially surprises a number of advertisers. "When we brought Little Caesar's (while working at Bozell) back from New York, they found they could do the work here and it was in some ways better than what they were getting from their old agency."
"There's a buzz around here (Detroit) and a creative edge that has yet to be exploited." Topolewski has done two "tours of duty" in Los Angeles, one of which included working for his hero Lee Clow at Chiat-Day. "People talk about Venice and the creative energy in Soho. We don't have the nice weather, but it makes us harder. It's that edge—that keeps you motivated and makes you want to prove yourself. And I think we have every bit the creative talent here."
A blockbuster campaign
Agencies like Southfield's Doner and Campbell-Ewald in Warren have long boasted a diverse group of national clients that have gone beyond the automotive accounts that are the cornerstone for most Detroit agencies.
"At Doner, we have a very results-oriented approach to the work. We want to build brand, but we also want something to happen now. And clients really respond to that. They want advertising that works," says David Vawter, Executive VP/Executive Creative Director on a range of accounts that include Blockbuster Entertainment.
Doner's award-winning work for Blockbuster has received both accolades from the critics and quantifiable results for the client. In a number of consumer polls, this year's Superbowl spot the agency created for Blockbuster was ranked number one (see below). The ad brought back the brand's computer-generated pitchmen Carl the rabbit and his buddy Ray the guinea pig as the two pet shop residents unsuccessfully attempt to access the Blockbuster Total Access program by using a real mouse in attempt to get online.
The Blockbuster Total Access program provides consumers with the convenience of renting movies online then lets them choose how they return them: by mail or by bringing them into a participating Blockbuster store where they can exchange them for a new movie on the spot. "Blockbuster's Total Access program has been unbelievably successful," says Vawter, "We've doubled the subscriber base since it was launched last fall."
The agency's diverse client roster includes Mazda, Serta, Owens-Corning and HG TV. "We don't rest on our laurels," says Vawter of the agency's success in attracting and maintaining a wide variety of clients, "We are always looking for opportunity."
Heroes and healers
A four year-old splashes in a bathtub with a vertical heart surgery scar running down his chest. A young woman applies make-up thanks to the use of prosthetic arms. These images of real University of Michigan Health System (UMHS) patients and UMHS staff are featured in the "Hail to the Victors" campaign created by Campbell-Ewald to promote the Health System.
The campaign was inspired by the heroic fight song that heralds the Michigan Wolverines at every football game and now serves as an anthem for the UMHS. The lyrics complement images of survivors of life-threatening medical conditions and the hospital and research staff who collaborate in creating medical breakthroughs.
"It came right from the song, which is one of the most recognizable fight songs in the country. It has such a powerful, almost ancient structure and strength. 'Hail to the Victors valiant, hail to the conquering heroes.'" says Stephan Pytel, who with his partner Steve Platto are SVP/Creative Directors on the account.
Pytel points out that the song could easily be referencing warriors of antiquity or the everyday heroes upon which the ad campaign focuses. "It's something that could be owned by them and only them. There are other big hospitals, but the song and the tradition, were unique to U of M."
"It's such a powerful brand to begin with. It's all very strong and it has a powerful emotional impact," says Steve Platto, "And it's (the lyrics) a grand statement against the image of a four-year-old who's conquered heart disease and is now splashing around in a tub and having fun." The campaign extends to the UMHS web site, where visitors can find out more about the people highlighted in the campaign and their stories.
"This is one of the most rewarding assignments we've worked on," says Platto. "We're glad we're at a place where you have a diversified body of accounts. It keeps us fresh. It's inspiring for people who work here. Who would think that the Post Office or the Navy (advertising) would be based out of Detroit? To have those accounts here is really gratifying."
"The accounts we have prove that we are capable of handling anything," adds Pytel, "The work we've done, and the roster of clients we have, it all helps us attract better talent. It's all very satisfying."
Although the landscape of Michigan advertising is definitely changing, it's clearly more of evolution than erosion. The wealth of ideas that continue to come out of local agencies not only hold their own; they often surpass those that originate in the more expected perches atop Manhattan's concrete canyons or the palm-lined enclaves of LA. The people who create the work here accept the perception "industrial" stereotype and use the edge it provides to break the mold and free space for fresh thinking. And it's this kind of thinking that's given rise to great work, real results and the occasional hero or two.
Melissa Gessner is a Detroit-based freelance writer.
Illustrations
Snapshot of Quiznos commercial by Topolewski (courtesy of Topolewski)
Gary Topolewski - photo courtesy of Topolewski
"Matthew" - a featured ad for UMHS by SVP (courtesy of SVP)
"Dr. Karin Muraszko" - a featured ad for UMHS by SVP (courtesy of SVP)
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