A selection of ad campaigns created by John Emmerling
INTERNAL REVENUE SERVICE
Here’s a surprising quote from Emmerling: "I worked with the IRS communications division for a five-year contract period, and they were some of the most creative clients I’ve ever had the pleasure to serve." Creative??? The IRS??? Take a look at these award-winning television spots and judge for yourself.
"Bank of Kids" TV Spot
"Astronauts" TV Spot
DASSAULT FALCON JET
A dynamic advertising approach that links Dassault’s business jets to their high-tech Mirage fighters. This branding campaign ("Engineered with Passion") helped Falcon become the market share leader in worldwide sales of large-cabin business jets.
COOKIN’ GOOD CHICKEN
Frank Perdue had become the famous “chicken man” in New York—selling his birds with his screechy voice. Then we introduced our chicken brand to New York using a feisty approach that brought quick awareness and sales. With a small media budget we stayed away from TV in a TV-dominated market and used award-winning radio and subway posters.
“County Mountie” Radio Spot
“Highway Patrolman” Radio Spot
CITY COLLEGE OF NEW YORK
We asked prominent grads to tell New Yorkers how the college had affected their lives—and how it continues to groom New York’s future professionals. Colin Powell, Andy Grove of Intel, real estate developer Jack Rudin, and actor Judd Hirsch all pulled on our CCNY sweatshirt for the photographer. Result: A record increase in both student applications and contributions from alumni.
The concept of fractional aircraft ownership was invented by NetJets. We recommended that this Berkshire-Hathaway company run emotional, high-impact magazine ads to pre-empt the "sound-alike" competitors attempting to share category leadership. Ads delivered high readership scores.
During the eight years that this “Rewards of Money” campaign ran, the magazine’s ad sales and readership soared. Advertising Age selected this campaign as one of the magazine industry’s "Three Legendary Campaigns." Radio spots featured the voice of Academy Award-winner Peter Ustinov.
"Pyramid" Radio Spot
BUMBLE BEE TUNA
If you’re over 25, chances are you remember these commercials—and the song: "Yum, Yum, Bumble Bee." The campaign ran for only three years during the mid-1970’s, but sold tons of tuna. And generated thousands of fan letters from moms and kids.
"Big Balloon" TV Spot
The big-budget national brewers were battering Rheingold—a local New York beer. Then the big brewers put through a widespread price increase but Rheingold held the line. We spread the good word to beer drinkers with these hard-hitting (and award-winning) radio spots.
"Asparagus" Radio Spot
"Clerk" Radio Spot
MAGAZINE PUBLISHERS OF AMERICA
How do you persuade ad agency creative people—who fight for the "glamorous" TV assignments—to pay attention to the creative opportunities in magazine advertising? For MPA, we crafted this long-running campaign featuring high-profile ad agency creative directors and the magazine ad they "wished they’d done." These long-copy ads consistently scored #1 in readership studies.
BUILD A PARK IN HARLEM
John Emmerling’s public-service ad ran just once in Time magazine—and produced a flood of responses and donations. The ad copy stated that this small park could be completed for $7,000. Over $45,000 was raised and several parks were built. (Read Emmerling’s New York magazine article about this project.)
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