Pub. Note: Before you learn “the rest of the story” about Steve Lawson’s TV spot during The Big Game—from Steve himself—view the commercial in question above. And now…
The Rest of the Story…(and don’t miss Pat’s recollections at the end!)
It was a stunt whose origins go back to August, 1966, when I was 13. The Beatles had taken the world by storm. But radio stations across the U.S. were banning Beatles records because of John Lennon’s comment earlier that year claiming that “the Beatles were more popular than Jesus.”
Concert promoter and radio jock Pat O’Day scheduled the Beatles to play at the Seattle Coliseum on Aug. 25, 1966. So, we were stunned by the barrage of announcements by O’Day on KJR that the station was placing an immediate ban on the playing of ALL Beatles music. Listeners were instructed to tune in at a certain date and time to learn why.
How could that be? Everyone loved the Beatles. And KJR was playing the hell out of their records.
Oh, yes. We dutifully tuned in at the prescribed date and time to hear KJR’s rationale for banning our beloved Beatles. I’ll bet 90% of all Seattle-area radio listeners were tuned in for the important revelation. And it turned out to be one the most memorable promotional stunts I can ever recall.
KJR wasn’t banning The Beatles at all; it was announcing a contest! From that day forward, ’til a certain date, KJR might turn off any Beatles song it was playing for a half-second or so at some point in the song. But if they didn’t—and they played a Beatles song all the way through and you were the 9th caller (or 95th caller)—you won tickets to the Beatles concert.
Flash forward 54 years. I’m in the shower (the source of all inspiration) and, for some reason, that promo popped into my head, followed by my thoughts of all the great commercials that run during The Big Game. (We can’t mention the name of that game because “Super Bowl” is a registered trademark of the NFL).
Now, I’m a can-do kind of guy. So, rather than wait for an ad agency or production company to hire me to voice a spot during The Big Game, the thought suddenly struck me, “Hell, I’ll just do it myself!’ After all, besides being a voice-over actor, I also write and produce TV commercials. But I was short about $5 million to buy a :30 spot on FOX.
If KJR could place a faux ban on Beatles music, a commercial featuring my voice and face could, indeed, air “during” The Big Game. Just on other channels. Why not???
So, I bought four spots on Comcast’s Bellevue/Eastside zone that ran “during” The Big Game, and I then let people know on Facebook and Linked In that I would be voicing an ad, and to be watching and listening for it. Those who asked for advance info on what to look for were told that I had a non-disclosure clause in my contract that was in effect until the ad actually ran on Sunday.
The response was overwhelming. It was gratifying that people were so excited for me. It was easily the most reaction I’ve ever gotten from any Facebook promotion.
And. yes, the commercial ran during The Big Game. Just not on the FOX Network broadcast. In fact, the spot ran four times—on Animal Planet (great placement in The Puppy Bowl), TV Land, The Weather Channel and WE TV.
Total cost? $12.50, which also earned me 13 miles on my Alaska Airlines Visa.
Will this stunt generate work for me? Time will tell. My Facebook reach doesn’t match that of KJR in 1966—although neither does today’s KJR. But it sure was fun creating the promotion and the commercial that paid homage to Pat O’Day and the great team he assembled for the late Les Smith.
So, what’s the takeaway? When it comes to promotion, or in this case, blatant self-promotion, there are no new ideas. But, if you are going to recycle one, recycle the best!
P.S. Little did Steve know that both he and the legendary O’Day (who was considerably older than him in 1966) would one day both be members of the MARKETING IMMORTALS pantheon! —LC
…and Pat’s recollections…
After John Lennon announced that “the Beatles are more popular than Jesus Christ!” he naturally was condemned from countless American pulpits. In general, it was a shocking statement to every man, woman and child who heard it. I saw it as an opportunity to grab more than our current share of audience for KJR.
I informed GM Galen Blackford and Office Manager Homer Pope of my plan, but the rest of the staff was left in the dark. I just couldn’t take a chance on a leak from anyone as I wrote the announcement.
I expressed my appreciation to the Beatles for all the great music they provide, bringing happiness and sunshine to millions. However, I felt Lennon’s comment should have any broadcaster question his station’s relationship with the Beatles because it’s our airtime that made them so famous. So I stated that KJR had come to conclusion that our audience may find us banning the play of “all of the Beatles records.” I said we’ve consulted with other stations in the nation, but we feel we should take the lead.
I said a final meeting would be held Friday morning and that KJR would announce its intentions at 5pm the following Friday. Will we ban the playing of all the Beatles songs? Tune in Friday at 5pm and find out!
Oh did that create a stir! L.A. stations arranged for Seattle people to provide them a feed of the announcement over the phone. Channels 4 and 5 asked that their cameraman and news person be allowed to interview the staff. People in Yakima drove to the top of Snoqualmie Pass so they could hear KJR more clearly. And here in town, it was the topic of endless conversations. The consensus was that I disagreed with the idea, but that management would override me.
So at 5pm that Friday, I went on the air, First, I thanked the Beatles for their contributions to the world of music and entertainment. And I said that the following announcement had the approval of KJR’s management. “Boys and girls, ladies and gentleman. KJR and its management love the Beatles, but we’re not going to play all of their songs. Yes, you will hear them every hour on KJR, but each song will have a second or so missing. However, if you hear us play their entire song, with nothing removed from the recording, be the (varying number) to call KJR and win not only cash, but tickets to see the Beatles when they come to town. We love John Lennon and the Beatles, and this fun contest is our way of showing our love.”
Result: The concert was a smashing success and KJR pulled more than a 30% share among all daytime audiences in the following book.
Thanks, Steve and Larry, for waking up some pleasant memories deep in my aged brain. 😊 Pat