The Smith Barney ads ran for several years and John Houseman starred in 18 commercials, but the campaign never felt old, dated or tired. The campaign teaches copywriters a number of valuable lessons, including: 1. The Smith Barney ad campaign is one of the most famous of its era, and today, people remember the line and they instantly associate it with John Houseman and Smith Barney. It’s also about creating the right script and using words, sentences and slogans to make commercials impactful and effective. The image of John Houseman sitting at a table delivering lines as though they were from a movie script is likely to be the first thing most people think about when they hear the words ‘Smith Barney.’ Key copywriting lessons from the Smith Barney ad campaignĬreating a great advert is not just about hiring actors and ensuring that the finished article looks slick and professional. Television viewers recall the iconic line, and most people over the age of 40 are familiar with the commercial. The success of the campaign was not enough to save Smith Barney, which was later taken over by Morgan Stanley, but it’s clear that the slogan will live on. Jonathan B Cranin, executive vice president and deputy creative director of McCann New York, which was part of the Smith Barney Group in the 1990s, said, “There’s no amount of money that could buy the equity it has” when talking about the tagline ( source). Houseman was well-known, and the commercials helped to introduce Smith Barney to a wider, larger audience.Ĭonsumer polls and tests showed high levels of unaided recall and brand awareness. Smith Barney became a household name in the 1970s and 1980s partly due to its recognizable and memorable commercials starring John Houseman. They earn it.” What was the impact of the Smith Barney ad campaign? After providing a succinct overview and laying the foundations, he delivers the iconic line, “They make money the old-fashioned way. The viewer is encouraged to sit and listen to Mr Houseman as he proceeds to talk about Smith Barney, highlighting the importance of undertaking research and working to achieve results. The plot line that runs throughout the campaign is very simple. At the time of the first ad, John Houseman was best-known for playing a steely law professor on screen and his presence gave the campaign gravitas and sway. The choice of actor was critical to getting the message across. An investment firm looking for new customers launched a series of commercials featuring a well-known actor in a bid to raise brand awareness and encourage consumers to choose Smith Barney. Smith Barney’s ad campaign became a talking point in the 1970s and ‘80s. The campaign was created by Ogilvy & Mather New York Unit of the WPP Group and was later run by McCann New York after Houseman was replaced by McKern. We will also highlight key copywriting lessons writers can take from the commercials. In this guide, we’ll take a closer look at the campaign and explore the reasons why it became so memorable. We earn it” became synonymous with the investment firm. The slogan “We make money the old-fashioned way. He was subsequently replaced by fellow actor Leo McKern. John Houseman appeared in almost 20 commercials for the investment firm from the late 1970s to the mid-1980s. The Smith Barney commercial is widely regarded as one of the most effective of its day, particularly within the financial sector. The actor, who was known at the time for his role as a law professor on the TV and film series, The Paper Chase, delivered lines that still have an impact to this day. John Houseman, the voice of Smith Barney’s ad campaign for over a decade, sits at a table and utters the famous words, “Smith Barney: They make money the old-fashioned way. It’s the late 1970s and an iconic actor appears on the screen delivering a message loud and clear.
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