Capitalizing off the success of Mad Men, AMC’s reality game show The Pitch pits “teams” of creative ad agencies against one another as they via to land the week’s big clients. The obvious flaw of this concept is that no one who works in advertising acts or looks like Don Draper. (They’re more like a bunch of whiny Pete Campbells. Especially Tracy Wong from WDCW Advertising…he’s the worst).
That, and no one wants to watch a show about creatives. Still, the show has some residual Mad Men appeal, and it’s a mildly entertaining palate-cleanser after watching Roger Sterling drop acid.
Last night, The Pitch even managed to be unintentionally relevant; offering a salacious inside look into the mindset of PopChips marketing team, pre-Ashton-debacle, when they showed up as the clients of the week.
Why didn’t PopChips go with the helicopter or bubble-wrapped snack ideas? We think we have the answer:
Don Draper: You simply put your product in there as a kind of… calamine lotion. But he also talked about a deeper bond with the product: nostalgia. It’s delicate… but potent. Teddy told me that in Greek, “nostalgia” literally means, “the pain from an old wound”. It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a spaceship. It’s a time machine. It goes backwards, forwards. It takes us to a place where we ache to go again. It’s not called the Wheel. It’s called “Ashton Kutcher…in brown face. With a silly accent.”
PopChips‘ head of marketing: (Wiping away a tear) I think we’ve heard enough. Charles, get Mr. Kutcher on the phone. We have some magic to create!
Bonus moment: One of the teams ask how much they should play up PopChips health benefits. The company’s response?
Talk about great branding strat!