My friend Jai & I participated in the new Advertising Planning School of the Week. It used to be led by Russell Davies but now Rob Campbell has taken over. His brief was delightful and made us participate for the first time in a planning exercise as creatives. We very much enjoyed it. The brief was:
HOW CAN YOU ENCOURAGE MEN TO BUY A HUMMER OVER OTHER 4×4 VEHICLES - DESPITE BEING BIGGER, MORE COSTLY AND MORE EXPENSIVE TO RUN THAN THE COMPETITIVE SET.
[The Brand Essence of Hummer [for this exercise] is TOUGHER THAN TOUGH
Thank you very much for the challenge – we are curious about the results. Here is our answer.