Chick-fil-a advertising represents how a great creative idea still requires great courage on behalf of the client and agency.
We have an art director at the agency whose family is from Mississippi. Like many of us, his parents don’t exactly know what he does. His mother came to visit the agency one day and relayed a conversation she had with one of her friends about the Chick-fil-a outdoor boards. Apparently, she told her friend that her son had done those billboards (which he did not, hence the idea that our parents don’t know exactly what we do). Her friend responded by saying somebody needs to tell him those are dairy cows.
Funny thing is, she’s right. They are dairy cows. Which, of course are raised for milk and not beef. Now, unless you are from an area that has a lot of cows or your family is in the cow business, you may not know which cows are dairy cows and which ones are beef cows. However, you probably know that beef comes from cows and that the animal on the Chick-fil-a billboards is indeed a cow.
So, what is more important? That the right type of cow is represented or that you make sure people can recognize it as a cow.
For reference, most, not all, beef cattle are either black or brown and are generally a single color. On an outdoor board, there is no telling what that would look like. More times than not, when you see a cow represented in anything from the Far Side cartoons to movies to advertising, it is the Holstein (black and white) dairy cows. So, because of that type of exposure and their distinctive markings, they are the most recognizable. Not to mention that for some reason (maybe all those Far Side cartoons), they seem to have a little more personality. Don’t you think so?
Imagine the conversation…we want to use cows to tell people to eat more chicken. Get it. The cows are trying to save themselves from the slaughter house by getting more people to eat chicken. Specifically, Chick-fil-a chicken sandwiches. That’s hilarious. And, since we don’t think people will easily recognize actual beef cattle, we want to use dairy cows. Wait a second…
Again, ask yourself what is more important? That the right type of cow is represented or that you make sure people can recognize it as a cow.
The idea in this case transcends the need to be 100% accurate in your portrayal of the cow. The more recognizable cow helps sell the message. But, this kind of decision takes courage. You know there could be some backlash, but you also know that if the idea is strong and consistent with your brand personality, consumers are willing to give you some latitude.
The art to the science of advertising is knowing when you have a great idea and when you just have a funny idea. Those two things are not always the same. The basis to the art must be rooted in solid strategy and preferably research.
Know your audience. Know your competition. Know yourself. Further, a clearly defined brand platform with positioning, promise, personality, beliefs and behaviors will help you determine whether you have a great idea that is appropriate for your brand.
This type of knowledge and understanding will give you the courage necessary to make decisions about your message or maybe even what type of cow you should use to deliver your message.
