Tag Archives: Terry O’Reilly

Not Online? Not A Real Brand.

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Terry O’Reilly writes:

A strong sign of television’s slow fall from media supremacy came in 2005, when I was hon­oured to rep­re­sent Canada on the first-ever Radio Lions jury. There we were told of two inter­est­ing trends: that entries in the TV ad cat­e­gory were down and that entries for the “Cyber Lions” category–that’s for online marketing–were up. To put this in per­spec­tive, the Cannes Lions Inter­na­tional Adver­tis­ing Fes­ti­val was founded on tele­vi­sion and film in 1959, and those two media have been the flag­ships ever since. Until now.

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Mean Joe Greene & the Old Spice Manly-Man

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Isaiah Mustafa in Old Spice ad Jian Ghomeshi’s Q on CBC is run­ning with guest hosts dur­ing the sum­mer, and the August 3rd show was hosted by Terry O’Reilly of Age of Per­sua­sion fame. (lis­ten online) The first 20 min­utes are Terry’s explo­ration of the Old Spice cam­paign with Isa­iah Mustafa that’s get­ting a lot of press after going viral and run­ning a hugely suc­cess­ful real-time social media dia­logue with their spokesper­son.. Amid the inter­views, Terry talks with the pair respon­si­ble for the cre­ative on this project and con­sid­ers how the cam­paign is out of char­ac­ter for par­ent com­pany P&G — the whole seg­ment is worth a listen.

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