Rolling Stone
Changing perceptions.
In the mid-’80s, Rolling Stone readers were broke, weed-smoking hippies.
At least that’s what advertisers thought. And, that perception was tanking sales.
Then came Tom McElligott and Pat Fallon.
McElligott and others were being briefed by the Rolling Stone team in their 5th Avenue office. While they were talking, Tom saw Pat scribble something on his notepad:
Perception — Reality.
Because, the reality was that Rolling Stone readers were educated young professionals with careers and cash to spend.
This insight led to one of the greatest campaigns ever run.
Each ad laid out the stereotype (“Perception”) and then flipped it with the truth (“Reality”).
One year later, Rolling Stone’s ad sales were up nearly 50 percent.
The fastest way to shift perception is to say what they’re already thinking, then prove them wrong.
At least that’s what advertisers thought. And, that perception was tanking sales.
Then came Tom McElligott and Pat Fallon.
McElligott and others were being briefed by the Rolling Stone team in their 5th Avenue office. While they were talking, Tom saw Pat scribble something on his notepad:
Perception — Reality.
Because, the reality was that Rolling Stone readers were educated young professionals with careers and cash to spend.
This insight led to one of the greatest campaigns ever run.
Each ad laid out the stereotype (“Perception”) and then flipped it with the truth (“Reality”).
One year later, Rolling Stone’s ad sales were up nearly 50 percent.
The fastest way to shift perception is to say what they’re already thinking, then prove them wrong.
Should I send these straight to you?
GOBSMACKED is my weekly newsletter exploring copywriting through personal experiences and what we’re seeing in the wild.
(Almost) every Monday, I share observations on creative work, copywriting trends, and advertising, along with a handful of pretty examples.
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