YOU CAN'T PICK A BETTER JUICE: HE MISSED A HARD CELL, BUT HE SURE HAS A HARD SELL AHEAD OF HIM. STRATEGIC PLANNING THE O.J. WAY FROM BBDO/NEW YORK'S AUDREY DE VRIES.

By Published on .

Most Popular
A wise man (who'd obviously seen both The Naked Gun and The Naked Gun 1 1/2) once said, "O.J. Simpson isn't an actor, he's a salesman. And the product he sells is himself." In light of the recent guilty verdict at his civil trial, he's going to have to sell himself pretty damn hard. What he needs now more than ever is a good advertising strategy. Like this, for instance.

Orenthal James

Simpson-Creative Strategy

Brand: O.J. Simpson.

Brand Character: None.

Advertising Claim:

100 percent not guilty.

Target Audience:

Caucasian women, 18-35. Or daughters of caucasian women, 18-35. (Target could skew older if underwear or spokesmodel.)

Insight:

Women think O.J. is handsome and fun to be with, but are turned off by the double murder allegations.

Problem Advertising

Must Solve:

Change perception from Bruno Magli-wearing murderer to grieving widower who "wouldn't wear those ugly-ass shoes."

Advertising Objective:

Increase awareness of O.J. as potential date/sex partner.

Point of Difference:

Only a date with O.J. Simpson gives you that unique combination of mortal fear and sexual excitement. (Women don't know if O.J. is going to rip off their clothes or their heads!)

Support:

Wealthy (about $3 million stashed in a Swiss bank account, not to mention Sydney's and Justin's piggy banks); athletic (total career yards rushing: 11,236, not to mention the well manicured one behind 875 Bundy); universally recognized (ability to get a good table at most restaurants other than Mezzaluna).

Consumer Benefit:

The O.J. name provides date with instant fame (especially posthumously). Guaranteed Hard Copy/ Entertainment Tonight interview and/or cover of Juggs magazine. Not to mention signed copy of I Want to Tell You and his upcoming sequel, I Want to Ax You.

Advertising Position:

If you're going to date a felonious, possibly suicidal African-American retired athlete, why not make it O.J. Simpson?

Advertising Tone:

Hip, street smart. Use of Ebonics recommended.

Executional Mandatories:

No gloves, no shoes, no ski caps, no golf bags. No photos of O.J.'s feet. No photos of O.J.'s hands. No photos of O.J.'s DNA. No photos of Nicole's face,

In this article: