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Author: Randall Rothenberg
“For all the right reasons.” “Cars that can.” “What to Drive.” “The perfect Car for an Imperfect World.” Only one of these slogans would be chosen by Subaru of America to sell its cars in the recession year of 1991. As six advertising agencies scrambled for the account and the winner tried to churn out the Big Idea that would install Subaru in the collective national unconscious, Randall Rothenberg was there, observing every nuance of the chaos, comedy, creativity, and egotism that made up an ad campaign. One can read Rothenberg’s book as the behind-the-scenes chronicle of the brief and very troubled marriage between a beleaguered automobile company and Wieden & Kennedy, an aggressively hip ad agency whose creative director despised cars. One can read it as a history of advertising’s journey from the conventionally upbeat slogan “Helps Build Strong Bodies 12 Ways” to the supercool nineties minimalism of “Bo Knows.” Either way, Where the Suckers Moon is a face-paced, insightful, and occasionally appalling look at an industry whose obsession with image has affected our entireculture.
Where the Suckers Moon 1st Table of contents:
Part I: The Mission
1. Where’s the Beef?
2. I’m Not a Doctor, but I Play One on TV
3. The Closer He Gets, the Better You Look
Part II: The Company
4. Cheap and Ugly
5. Inexpensive, and Built to Stay That Way
6. We Built Our Reputation by Building Better Cars
Part III: The Pitch
7. When You’re Having More Than One
8. Four Out of Five Dentists Recommend …
9. The Real Thing
10. It’s the Right Thing to Do
11. The Quicker Picker-Upper
Part IV: The Production
12. Somewhere West of Laramie
13. Just Do It
14. Come Alive
15. Perception/Reality
16. You Get a Lot to Like
Part V: The Campaign
17. It Keeps Going … and Going …
18. All Aspirin Is Alike
19. If It’s Out There, It’s In Here
20. We Are Driven
Part VI: The Image
21. I Think in My Legacy
22. Have It Your Way
Part VII: The Consumer
23. We Do It All for You
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Tags: Randall Rothenberg, Suckers Moon