Ari Weiss, Worldwide CCO for DDB, brings a wealth of experience from his impressive advertising career. He shares a wild tale about a surreal meeting with a difficult client and how it shaped his view of the industry. The conversation dives into iconic ads, including a comedic gem for FedEx that channels a Mary Poppins vibe. Weiss also discusses the evolution of humor in advertising and the creative process behind powerful campaigns, emphasizing the importance of authenticity and emotional storytelling.
Ari Weiss emphasizes the significance of early experiences in advertising that foster creativity and comedic elements essential for impactful campaigns.
The podcast highlights the intense dynamics of client-agency relationships, showcasing how challenging meetings can impact team morale and creativity.
Weiss discusses the strategic evolution in advertising, underlining the need for emotional storytelling and innovative concepts to engage diverse audiences effectively.
Deep dives
Ari Weiss's Advertising Journey
Ari Weiss shares his entry into the advertising field, initially spurred on by his mother's suggestion to pursue an internship at an ad agency. His early experiences at agencies like Goodby Silverstein & Partners were eye-opening, particularly the unique office culture, which allowed for creativity and fun. During his time at Goodby, he was engrossed in essential tasks that taught him the fundamentals of advertising, such as sourcing images for storyboards. These formative moments laid the groundwork for his passion for creativity and comedy in advertising.
Memorable Industry Experiences
Weiss recounts a particularly harrowing 'worst meeting ever,' where the atmosphere turned hostile during a presentation with a client. The meeting began with introductions, but an aggressive critique of a communications planner’s role led to tension that escalated into tears by one staff member. This experience highlighted the sometimes brutal dynamics of client-agency relationships and the pressure agencies face when presenting creative work. Such moments serve as stark reminders of the challenges in the advertising industry.
The Evolution of Advertising Strategies
Throughout his career, Weiss navigated various strategic shifts in advertising, particularly his move away from solely focusing on comedy. At BBDO, he learned the importance of adapting ideas to fit client needs, recognizing that different brands may require different tones and messages. This strategic evolution pushed him to explore more emotional storytelling and the effectiveness of dialogue-driven campaigns. His work on FedEx exemplified this shift, yielding creative outputs that balanced humor with a more sophisticated narrative.
Cultural Impact of Advertising
Weiss reflects on the gratifying experience of seeing his work resonate within popular culture, which is often the ultimate goal for creatives in advertising. He recalls a significant moment when one of his campaigns was so well-received that it influenced popular shows and conversations in the media. This validation reinforces the idea that effective advertising transcends traditional marketing techniques, becoming part of the cultural conversation. Such achievements serve as benchmarks that inspire creatives to continue to aim for impactful and meaningful work.
Innovative Campaigns and New Directions
Under his leadership at DDB, Weiss pursued unique and innovative ideas, especially for brands like Skittles that sought to stand out during high-profile events like the Super Bowl. One notable campaign involved a Broadway musical instead of a typical Super Bowl ad, cleverly engaging audiences in a new way while staying true to the brand’s ethos. Weiss emphasized the importance of creativity in capturing audience attention in a fragmented media landscape, where traditional advertising may not always suffice. This approach reflects a broader trend in advertising toward audacious concepts that drive conversation and engagement beyond the screen.
Aaron chats with Ari Weiss, Worldwide CCO for DDB about some of his greatest hits, a meeting with the world's most sociopathic client and why brown shoes are WAY funnier than black shoes.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
