Dogmatic

As I mentioned in my previous post, Andrew Deitchman from Mother gave a great talk on Monday. The talk was loosely structured around Mother New York’s fictional work for an imaginary client – The Dogmatic Gourmet Sausage System. (Picture a fancy hot dog stuffed into a baguette.) On second thought, I’m not sure how fictional it all is. After the presentation, during lunch, Andrew was eagerly handing out “free hot dog” cards. Fact or fiction? I really don’t care.

Anyway, he showed us a five minute Dogmatic brand video. It seemed like the type of “inspirational” video that would make any gourmet sausage purveyor proud. You know this kind of video - the type of video that the client creates when you’re not looking, complete with all of the charms of a bad 1980’s infomercial. It was awful. (And awfully funny.)

He then shared with us some of his ideas to promote the brand, including a game, a podcast and a television show. Believe it or not, the thought of branded entertainment surrounding an overglorified hot dog really drove his point home.

Sometimes we try to hard. Sometime we just need to say what we mean and everything will be just fine. Keep it real. Don’t overthink.

This is where the Kevin Federline example came into play. Mother was involved in launching Virgin’s Power to the Penny campaign. K-Fed fed, as you may have seen, attended the launch event, shilling for Mr. Branson. As laughable as hiring Mr. Spears as a “celebrity spokesperson” may seem, there is something refreshingly honest about it.

And it worked. Like…150 million PR impressions worked. In the words of Mr. Deitchman, “It’s amazing what a new suit and twenty grand can do.”

So, that’s the gist of the presentation. Told you I couldn’t do it justice.

Steve Kulp

Related Tags: AAAA account planning conference

Comments

[Dino]

Fantastic, great review Steve.

Sounds like very smart thinking, wish I could see or hear the presentation. Wonder if they'll make clips available?

[Kirsty]

Thanks for elaborating, it was worthwhile :)

[Clay Parker Jones]

Regarding "Dogmatic Gourmet Sausage System"...

I've had hot dogs stuffed into baguettes (with cheese grated on top) in Paris. They're excellent!

[landspeednyc]

I know you said you didn't care re: fact or fiction, but since some may, from this week's Strong Buzz:
http://thestrongbuzz.com/brain/brain_view_brain.php
"A new hot dog cart is coming to the West Village and this one is quite special, I think. It comes to us from Jeremy Spector, who is the chef at Employee’s Only (and will continue in that role.) Jeremy is going to start serving his line of high end dogs hopefully by August 13th from the Bleeker Street Playground on Bleeker and Hudson. His Dogmatic Hot Dogs are made from his own recipe—a combination of organic nitrate free beef, pork, and turkey, and will be served inside a European style toasted baguette, to be topped with sauces from local purveyors like Murray s Cheese Shop."

[Andrew Deitchman]

Dogmatic is real. We had our opening weekend this past Saturday and Sunday. very successful. Check it out this weekend in Bleeker Playground in NYC.

Cheers.

Andrew