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Massive Swipe File

by davidmelamed
3 replies
Would you pay for access to a massive offline advertising swipe file with over 2 million TV Commercials dating back to the '60's and print ads dating back to the late 1800's ?

If it was open to the public and searchable, what are some of the creative ways you would use it, and what search functionality would you want?
#file #massive #swipe
  • Profile picture of the author bryson
    You would really want to target people who are too lazy and sell them a fill-in-the-blanks type of copy of the originals or something like that. Make it super simple.

    I have a very large swipe file and the most time consuming part is reworking the copy.
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  • Profile picture of the author swilliams09
    Search? TV commercials that launched major brands. As a video tv guy and a marketer that greatly interests me.
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  • Profile picture of the author davidmelamed
    Bryson- great idea. I bet I can sell a boatload of fill in the blanks advertisements if I used the pitch that I own the countries largest archive of advertisements, etc...

    Swilliams09- Great idea, if I can track down the original advertisements that launched brands they would be of interest to not just marketers and branding companies but also consumers of those brands... (What apple fan wouldn't want a copy of the original ads that launched apple?)

    You should check out Al Ries and Laura Ries's books on branding if you are really interested in how major brands launched. They studied thousands of brands, and believe they know the formula for successful branding. You can also watch their videos on youtube called the "Ries Report" .


    A quick crash course is you want to be the 1st brand in peoples minds associated with a new category, with a name they never associated to that category before. If there are already leaders in those categories, you should position your brand completely opposite them... (i.e. coke is classic, pepsi is new generation... Hertz is number 1, avis is we try harder, scope tastes good, listerine is the taste you hate twice a day) etc....

    Also, once a brand stands for something in peoples minds, it cant stand for anything else. Kodak invented the first digital camera, but since their brand already stood for film camera, it couldn't successfully brand itself as the leader in digital cameras... (it should have launched under a brand new name...)

    Any other creative uses for such a library?
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