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A FRESH WAY TO TALK ABOUT THE BABY BOOMERS? STAR THE BABY BOOMERS AND THEIR BABIES!
We have been taught to believe that creativity comes in flashes of rare brilliance, with an echoing thunderclap and a bolt of lightning. But getting the Big Idea, I contend, is rooted in the study of the collective conscience of 5,000 years of human experience. My ideas have been inspired by paintings, sculpture, photographs, architecture, the Bauhaus, movies, comics, design objects, coins, sports, speeches, visual clichés, current events, Rubin's-Vase Profile, Bob Dylan, famous quotes, dirty jokes, political demagogues, Dear John letters, literature, Abu Ghraib – and once, unknowingly, from a client!
Passionately speaking of the raison d'être, attributes, and potential of AmericanLife TV, a cable network he led, my client Larry Meli described the Baby Boomers of America, his network’s target audience, as the most powerful demographic in the nation, and outlined the full extent of his targeted programming. In describing the Baby Boomers as the generation that changed America, he told me how his 21 year-old son, Peter, gave his Baby Boomer dad his hot-to-trot analysis of the intrepid spirit of the Woodstock Generation: their fight for Civil Rights, the birth of the Woman’s Lib Movement, their resistance to a demagogic establishment, and most dramatically, their passionate protests against the Vietnam War. Eureka!
So rather than a campaign starring the Baby Boomers of America, I starred the babies of the Baby Boomers, as their heroic parents, unabashedly and charmingly, accepted their accolades. Watch these TV spots and listen to the young sons and daughters of Baby Boomers that were in awe of their parent’s past – and will hopefully aspire to rekindle and reaffirm the greatness of America in the future. (Thank you, Peter.)