Defying Gravity and other Short Stories from a Long Career in Advertising
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The sound of gas escaping through one's esophagus after chugging twenty ounces of carbonated cola can be very impressive. The resulting sound, properly executed, can also be very rewarding. Such was the case for a few of the thristy customers who happened to look up and see the colorful ads posted just above the store's freezer case. The ads for a new line of soft drinks encouraged consumers to call an 800-number printed on the label of the drink. This they would do, presumably after ingesting the contents of one of the oversized, 20-ounce beverages. A recorded message would invite them to "leave a burp at the beep" along with their name and phone number. Three lucky winners – the authors of the three best burps – would win, among other prizes, a weekend for two at the Inn Gate Farm in (I swear to God) Belchertown, Massachusetts. Now, this may all sound like fun and games, but I assure you it was serious business. When I presented the idea to a conference room full of grown men in suits and ties, they weren't laughing. Anyone who dared laugh at such a ridiculous notion in front of his boss would appear even more ridiculous than the idea itself. It wasn't until Bob Gordon leaned back, clasped his hands behind his head, and cracked a smile, that the other nervous executives dared follow suit. As president and owner of the chain of convenience stores known as Store 24, Bob had amassed over a hundred stores in New York City and the Boston area. Most were open all night, and catered largely to a young, urban clientele. He had hired my company to do all the advertising for the stores which were, for all intents and purposes, no different than any other convenience stores. At the risk of being laughed at, or worse, not being laughed at, we quickly learned to cater to Bob's quirky side and penchant for the irreverent. Bob was small in stature, but forceful in a quiet way. If he liked an idea, he'd find a way to fund it. He had learned early on, the value of publicity when he saw sales increase as a result of something that came to be known as "the condom affair."
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About the Book
DEFYING GRAVITY is a witty, insightful, and sometimes cynical peek behind the scenes of one of the world's most influential businesses – Advertising. David Random takes readers on a tour of this wacky world as seen through the eyes of someone who spent decades in the business. David's remarkable story-telling ability and keen eye for detail bring to life this humorous and informative collection of short stories. Whether you've ever or never worked in advertising, you'll be hooked once you begin reading about a $600 roll of toilet paper, Twinkies and condoms, truth in advertising, a diet product called "Ayds," and why his award-winning TV commercial was banned in Boston.
About the Author
You've already seen David Random's work. He's spent decades creating award-winning advertising for products ranging from hot dogs and cat food to mutual funds, bottled water, and sneakers. Since the 1960's, his work has been seen on national TV and in publications like Time Magazine, Life Magazine, Newsweek, and Playboy. Since retiring in 2005, David has been documenting his adventures and misadventures while working for New York- and Boston-based advertising agencies, including fifteen years at his own shop. In a featured interview, the online publication, MacTribe, describes David as "one of New England's best advertising minds... endlessly creative and inventive," and says, "David Random is not only brilliant, but also funny... a talented writer."