Was there a strategy behind SubservientChicken.com, and did it work for Burger King?
It remains to be seen. The strategy was “Have it your way,” which was a strategy that BBDO came up with in 1974. It’s a very clever way of doing “Have it your way.” Whether that translates into Burger King beating McDonald’s remains to be seen. Some of the Nike stuff is very sharable. We’ve done some stuff for Ford that was quite shared. But we shouldn’t talk about that. I’ll get fired. [Hayden is referring to a rather gruesome Ogilvy clip, showing a cat being decapitated by a car’s sunroof, which was circulated around the Net last year. Ogilvy said it was never intended for public consumption.] What I’m most interested in is how you get maximum impact for the minimum investment. That’s pure creativity. Let’s talk about that. If you’re not IBM or American Express, how do you do great stuff? We did this thing for Fanta in Denmark. I think the total production budget was $6,000. It was ridiculous. What does $6,000 buy you in Denmark? The creative group got a bunch of C-level Bollywood mo
