Stupid and Rong: Two Ways to Go Viral with Luke Sullivan

This is the presentation which blows up pretty much everything we think we know about advertising.

In which every sacred and semi-sacred cow is sacrificed, where zero attention is paid to best practices, rudimentary common sense packs its bags, and participants learn to approach problems not just 180˚ from the usual, but from 540˚, or 900˚, … or, just pick any big number but 180˚ has been done.

Interestingly, this is precisely the approach used to create much of the cool stuff that’s happening, the things people email to their friends, or ideas they wish they’d done themselves. And it is work Professor Luke Sullivan describes as “Rong” (wrong spelled rongly). 

On March 29, join author, ad veteran and Luke Sullivan who will cover the advantages of being Rong as well as being Stupid.

Consumers know that everything marketers do is advertising and that it all has an agenda. To get around this wall of oh-please and eye-rolling, a stupid bomb may in fact be just the thing. Stupid, Sullivan notes, is effective mostly for products without any real differences, but the approach has other advantages. (Rong, on the other hand, can work for anything.) Stupid is often transparent and without guile and, as such, may be more believable than regular advertising. Plus, it’s hard or impossible for competitors to respond to something that’s completely unhinged.

After reviewing many messed-up – but effective – case histories, participants will leave ready to try approaches that seems absolutely Rong. Or just plain stupid.

Luke Sullivan’s 60-minute webinar “Stupid and Rong: Two Ways to Go Viral” airs on March 29th.

Key takeaways:

  • Our brains aren’t wired to notice the status quo. We don’t notice correct. We notice incorrect
  • People don’t talk about things that are correct. We talk about what is wrong
  • “Have a constant state of readiness to do something provocative or kind of naughty.” –Jeff Goodby, co chairman and partner, Goodby Silverstein and Partners
  • If your idea makes you wonder if they’ll even let you do the idea, that’s often a sign it’s a good idea.

Who should attend:

  • Creatives in advertising agencies
  • Challenger brands and their stewards
  • Anyone who produces content for a living.

About Luke Sullivan:

After 30 years in the advertising business, author Luke Sullivan is a professor in the advertising department at the Savannah College of Art and Design (SCAD). Luke is author of the popular and bestselling advertising book Hey Whipple, Squeeze This: A Guide to Creating Great Advertising, and the blog heywhipple.com.

His newest is titled: Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic. Luke now resides in Savannah with his family and he reports that he enjoys the indoors and likes to spend a lot of his time there.