80% of all advertising is ignored.

That’s why some advertisers employ cheeky advertising.

It’s usually bold – outrageous – and sometimes even rude – but always with a playful undertone.

We’ll talk about a fruit company that printed an open letter to the Pope.

An airline campaign that told you to “keep it in your pants.”

And a product that claims your grandparents had more sex than you.

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Most tourism marketing aims at the largest audience possible.

This week, we look at a sub-category aimed at the smallest audience possible:

Billionaire Tourism.

The super wealthy get bored easily.

That means luxury tour planners dream up extreme vacation ideas.

From outer space, to the bottom of the ocean, to secretly getting the key to the Sistine Chapel, it’s a whole new pricey world.

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There are some time-honored honorifics in the world of marketing.

“Honorifics” are titles like Mr., Mrs., Doctor, Captain or Colonel. 

Like Colonel Sanders, Dr. Scholl’s, Mr. Clean and Mrs. Butterworth’s.

They’re usually leaders in their category.

Is it because those products are the best?

Or – is it because those brand names give the products a sense of respect and authority?

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Arkells is a band that likes to have fun.They are also a very smart band that understands the critical mix of artistry and marketing in a competitive industry.

Frontman Max Kerman tells Terry the inventive ways they market their music, the creative ideas Arkells use to launch new material, and what marketing from other bands they admire.

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As Oscar night approaches, we head to theatres to figure out why movies about brands are so popular.

“Barbie” is breaking box office records.

 “Air” tells the story of Nike signing Michael Jordan.

“Blackberry” explains the spectacular rise and fall of the first smartphone – and is getting great reviews.

And a movie about the origins of McDonald’s – starring Michael Keaton - just might surprise you.

They don’t only tell the brand stories, they each ask big, existential questions.

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Last week, we talked about the best historic demonstration commercials of all time. This week, we feature some of the most recent.

Like an air freshener commercial that tricked blindfolded people into thinking a filthy toilet smelled like flowers.

And a stunt where an ad agency put $3 million dollars between the glass of a bus shelter - unguarded, to demonstrate a point.

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This week, I ask a dozen of the top creative directors in the advertising business to tell me the best “demonstration commercials” they have ever seen.

Because there is nothing more powerful than a dramatic product demonstration.

We’ll talk about a famous Krazy Glue commercial.

And a Volvo ad where the ad writer risked his life to demonstrate a point.

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This week, we look at the most creative audio ideas from around the world.

Including a podcast for runners that only works if you’re actually running, a police recruitment campaign that capitalized on the popularity of True Crime, and a very ambitious alternative audio track created to be played over Disney’s Pocahontas movie – that tells the truth behind the fairy tale.

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Recently, we produced an episode on cannabis marketing. With cannabis legalization, it’s a brand-new, challenging marketing category.

As a result of that episode, I asked the Ontario Cannabis Store to introduce me to an actual cannabis producer.

I wanted to know how a cannabis producer becomes licensed, how a craft cannabis company competes with the big companies, and how a small cannabis company markets its products in such a highly regulated category.

In this bonus episode, I talk to Wallace McDonald-Rogers. He is the founder of Primeau Craft Cannabis. 

I think you’ll find his answers very interesting - and some of them are surprising.

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This week, we analyze the remarkable marketing skills of one of the top music artists in the world – Taylor Swift.

She has challenged the status quo at every turn – she regained ownership of her master recordings. She convinced Apple and Spotify to pay artists in a more equitable way. She defied Hollywood. She markets her music to her fans in very surprising ways.

And holds over 70 Guinness World Records.

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