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[00:04]
Jeff Devine
Hi, this is Jeff Devine, audio engineer for the Apostrophe Podcast Network. And this is Margo.
[00:09]
Edward Jones Announcer
Hello.
[00:09]
Jeff Devine
And you're listening to the Apostrophe Podcast Podcast Network Network. Enjoy.
[00:17]
Terry O'Reilly
Enjoy.
[00:26]
Edward Jones Financial Advisor
At Edward Jones, we believe rich means opening yourself to new possibilities. That's why your dedicated financial advisor meets you where you are, helping you move forward with confidence. Let's find your Rich Edward Jones Member sipc.
[00:41]
Jeff Devine
Checking off the boxes on your to
[00:43]
State Farm Agent
do list is a great feeling. That's why a State Farm agent is
[00:47]
State Farm Representative
there to help you choose a coverage
[00:48]
State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
[00:52]
State Farm Representative
boat or rv, helping protect it is important.
[00:55]
State Farm Representative 3
And State Farm is there to help
[00:57]
State Farm Representative 4
you choose the coverage coverage you need.
[00:58]
State Farm Representative 2
Whether you prefer talking in person on
[01:01]
State Farm Representative
the phone or using the award winning app.
[01:03]
State Farm Representative 3
And with so many coverage options, it's
[01:06]
State Farm Representative 4
nice knowing you have help finding coverage
[01:08]
State Farm Agent
that best fits your needs so you
[01:10]
State Farm Representative
can continue to focus on what's most important to you.
[01:13]
State Farm Representative 3
Like a good neighbor, State Farm is there.
[01:15]
Kit Kat Jingle Singer
So good, so good, so good.
[01:18]
Nordstrom Rack Announcer
New markdowns up to 70% off are at Nordstrom Rack stores now. Stock up and save big on shoes, tops, dresses, accessories and more must haves for summer. Join the Nordy Club to unlock exclusive discounts. Shop new arrivals first and more. Plus buy online and pick up at your favorite rack store for free. Great brands, great prices. That's why you rack.
[01:48]
Terry O'Reilly
This is an Apostrophe Podcast production. You're soaking in it,
[02:00]
Dental Product Advertiser
you go in
[02:02]
State Farm Representative 3
and instead
[02:05]
Dental Product Advertiser
your teeth look whiter than no, no, no. But you're not you.
[02:15]
Jeff Devine
When you're hungry,
[02:19]
Dental Product Advertiser
you're in good hands with a hu.
[02:27]
Jeff Devine
You're under the influence of Terry O'Reilly.
[02:45]
Terry O'Reilly
The late, great Carl Weathers was a football player long before he became an actor. He signed on as a linebacker for the Oakland Raiders in 1970 and helped the team win their first AFC west division title. The next year, coach John Madden released Weathers, telling him he was too sensitive. Not long after, he landed a position with the B.C. lions and played in the CFL until 1973. But weathers harbored a secret ambition. He wanted to use that sensitivity to become an actor. So in the off season, he attended San Francisco State University and earned a bachelor's degree in drama. Carl Weathers retired from football in 1974 and began to chase his acting dream. He only managed to land small parts in a few TV shows and blaxploitation films. But the following year, in 1976, he heard about a new film that was Looking to fill a major role. The movie was titled Rocky and the part was to play the heavyweight champion of the world named Apollo Creed. The casting specs called for a black actor in great physical shape who was bold and brash. At 62220 weathers fit the bill. He was in superb physical shape and his experience in professional sports had exposed him to lots of athletes with self centered personalities. Now all he had to do was impress the director with his audition. When 28 year old Carl Weathers entered the Rocky audition room, he was introduced to the director John Avildson and the writer. He was given a scene from the screenplay to perform. There was nobody to read lines with, so Weathers was told he would have to read with the writer. After he and the writer had finished the scene, Weathers didn't think it went very well. Everybody in the room was quiet. There was a moment of awkwardness. That's when Weathers blurted out, I could do a lot better if he got me a real actor to work with. It was a cocky line coming from an unknown inexperienced actor. What Weathers didn't know was that the writer was Sylvester Stallone, who also happened to be the star of the movie. But Stallone wasn't insulted. As a matter of fact, Stallone felt the cheeky verbal jab was exactly what Apollo Creed would say. Weathers got the job. Looking back years later, Carl Weathers had to laugh. He said, sometimes it's the mistakes you make that get you the gig. The world of marketing has its cheeky moments too. Occasionally, advertisers dare to create subversive campaigns. They're not just bold, they border on rude, but in a playful way. It's advertising brinksmanship. If done well, cheeky advertising can attract a lot of attention. Done badly and it's a rocky road to recovery,
[06:28]
Pura Fragrance Announcer
you're under the influence.
[06:42]
Terry O'Reilly
On National Beer Day, Miller Lite came up with a cheeky idea. Now Miller Lite has always been positioned as a light beer with great taste, unlike many other light beers that give you less calories at the expense of taste. And Miller Lite believes light beer shouldn't taste like water. So Miller created Beer Drops. Beer Drops came in a small squeezable bottle that work like an eyedropper. The instructions were simple. If you were offered a watery light beer, just squeeze Miller Light Beer drops into the lesser brew to add the irreplaceable taste of a fine pilsner. And in all the promos, Miller Lite showed its beardrops being squeezed into Michelob light beer. One of its main competitors. It was an incredibly brash idea. The Miller Lite beer drops were sold online for $4.07 each. A nod to National Beer Day on April 7, the fourth month, seventh day. And get this, they sold out in exactly one hour. The Beardrops promotion netted over 500,000 media impressions, meaning the content was viewed or consumed 500,000 times. But it was more than a cheeky little idea. The Beardrops led Miller Lite to steal the most market share from its competitors than it had over the past three years. Years. Until recently, WestJet owned an Ultra low cost airline called Swoop. Apparently it was named after WestJet's desire to swoop into the Canadian market with a low cost airline alternative. When you are a low cost entry in the market, you have to be bold in your marketing because low cost also means low advertising budget. So Swoop came up with a cheeky ad that got a lot of press. The headline was keep it in your pants. The ad went on to say, keep your money where it belongs, in your pocket. Take advantage of our keep it in your pants system. Wide seat sale when you book before June 6. The visual showed a female backside with money sticking out of a back pocket. And there was a similar version with a male backside. The ads generated a lot of negative pushback on social media for being too sexually suggestive and inappropriate. Swoop airlines responded by saying the keep it in your pants promotion was not meant to be offensive, but merely a little bit cheeky. As they say, timing is everything. News reports at the time noted the keep it in your pants promotion launched just as parent company WestJet was in the midst of a court battle. A flight attendant alleged they had been the victim of sexual harassment. As one observer said, the promotion seemed tone deaf and had a lack of respect or a disregard to what was happening within the airline's own culture. Proving cheeky is always chancy. Dole is one of the world's largest fruit producers. While you may only think of bananas when you hear the Dole brand name, dole provides over 300 different products, including apples. So on international fruit Day, Dole did something very cheeky. It wrote an open letter to Pope Francis asking the pontiff for his absolution for fruit after it was blamed for the original sin in the Bible. As the story goes, Adam and Eve ate the forbidden fruit and were thrown out of the Garden of Eden. So Dole published the open letter to his Holiness in a leading Italian paper, La Repubblica, the only newspaper the Pope ever reads. The letter went like with the greatest
[11:13]
Dole Letter Narrator
respect to your hallowed office, we think the time has finally come to address the over 2000 year old elephant in the room the most catastrophic PR disaster the fruit has ever faced. The Calamity of Earth Original Sin for too long, fruit has been vilified and demonized. Today more than ever, no fruit should be forbidden.
[11:36]
Terry O'Reilly
It went on to say that only Pope Francis had the power, wisdom and authority to finally rectify this slight. Then the letter used some logic in its argument. It said the apple has been slandered most, even though it is never mentioned by name in the Bible. But rather the classical Greek word for tree fruit conveniently sounded like the Latin word for apple, which in turn has come to symbolize evil. Dole's letter said that instead of being thought of as the original sin, could it not be thought of as the original snack? Fruit, and apples in particular is healthy, unlike other sinful indulgences like donuts, nachos and curly fries. For these reasons and more, Dole humbly asked for the absolution that only the Pontiff could offer. That one letter that ran in one newspaper for just one day resulted in 55 million media impressions and 784 different news outlets did stories on the letter, earning the equivalent of $2.2 million in free media. Did the Pope respond? No. Did the cheeky letter succeed in making fruit the center of the conversation?
[12:57]
Dole Letter Narrator
Hell yes.
[13:08]
Terry O'Reilly
The playoff beard has deep roots in the game of hockey. It is a time honored superstition and players dare not shave their beards during the playoffs for fear of bringing bad luck to the team. It is believed the New York Islanders invented the playoff beard when the team won four consecutive Stanley Cups in the early 1980s. The players began growing beards during those playoffs and other teams noticed. Four cups later, the superstition was cemented in the NHL and continues to this day. Now the problem with playoff beards is that they are kind of sexist. Millions of female hockey fans can't join in on the famous ritual. That's when hair removal brand Nair came up with a way for female fans to play along. Hairy Legs the Nair playoff Legs campaign was born. It encouraged women to show their support by not waxing or shaving their legs during the playoff run. Nair representative said the brand has evolved to empower women to look and feel their best and that body hair is a personal choice. But if women want to remove their leg hair after the playoffs, Nair was there. That reminds me of a UK brand who wants to remind you that your parents are having more sex than you.
[14:49]
Edward Jones Announcer
At Edward Jones, we believe rich is more than caring about the latest and greatest. It's also taking care of what gives your life meaning. That's why your dedicated financial advisor meets you where you are with personalized financial strategies that help protect what matters so you can preserve your progress while creating a path forward. The key to being rich is knowing what counts. Let's find your rich together. Edward Jones Member, SIPC Checking off the
[15:19]
State Farm Agent
boxes on your to do list is a great feeling. That's why a State Farm agent is
[15:24]
State Farm Representative
there to help you choose a coverage
[15:25]
State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
[15:29]
State Farm Representative
boat or rv, helping protect it is important.
[15:32]
State Farm Representative 3
And State Farm is there to help
[15:34]
State Farm Representative 4
you choose the coverage you need.
[15:36]
State Farm Representative 2
Whether you prefer talking in person on
[15:38]
State Farm Representative
the phone or using the award winning app.
[15:40]
State Farm Representative 3
And with so many coverage options, it's
[15:43]
State Farm Representative 4
nice knowing you have help finding coverage
[15:45]
State Farm Agent
that best fits your needs so you
[15:47]
State Farm Representative
can continue to focus on what's most important to you.
[15:50]
State Farm Representative 3
Like a good neighbor, State Farm is
[15:52]
Dairy Queen Announcer
there Score big with the DQ$7 meal deal. Crispy chicken strips, hot fries, a refreshing drink and a tasty sundae. All for just seven bucks. It's so much delicious food, you'll bring home the win every time and keep on winning when you upgrade to a small blizzard treat for just $2. More like the limited time Biscoff Cookie blizzard treat, the $7 meal deal with a $2 small blizzard upgrade for the win. DQ Happy tastes good. Participation may vary.
[16:34]
Terry O'Reilly
The sexual wellness industry is poised to hit $64.3 billion globally by 2031. While the category often employs naughty advertising, some companies take it one notch further. A new direct to consumer company launched in the UK last Valentine's Day called Sex Brand Sex Brand has been running some cheeky billboards in downtown London recently. The launch billboard said sex is dying. We're here to save it. The first product it debuted was a biodegradable condom called Second Skin made of a fully sustainable rubber tucked inside fully recyclable foil packages. While the Sex is Dying billboard attracted some attention, the next billboards got a lot of attention. One said your parents had more sex than you. And if that wasn't a wake up call, the next billboard certainly was. It said your grandparents had more sex than you. Might be. Shockingly true. Sex Brand maintains that people are having less sex these days than past generations because of the pressures of modern life. Almost a quarter of 18 to 30 year olds have not had sex in the last 12 months the company says sex is proven to combat depression, lessen anxiety, and boost confidence. So sex brand is on a crusade to celebrate sex, to encourage young people to feel positive and excited about sex again, even if your grandparents are enjoying more Humpty Dumpty than you. One brand that has been doing a lot of cheeky marketing lately is Heinz ketchup. The condiment company has a history of doing good advertising, but it's gotten really good lately. One of the long running boasts of Heinz is that it is the world's slowest pouring ketchup because it's thicker and richer. Cheap brands pour fast as they are mostly water. Back in the 70s, Heinz produced a television campaign that showed various people waiting for the ketchup to slowly pour out of a Heinz bottle. Heinz Ketchup. Think how good it's going to taste when it finally gets there. Anticipation. Set, of course, to Carly Simon's hit song Anticipation. Voiceover courtesy of Casey Kasem it's slow.
[19:20]
Dairy Queen Announcer
Good.
[19:21]
Terry O'Reilly
Well, Heinz is still having cheeky fun. Its longtime slogan is 57 varieties. So when the new Heinz CA website was launched in 2021, it took a full 57 minutes to download, which was ridiculous and hilarious. But people willing to wait it out were rewarded for their patience by being invited to fill out a form for a free bottle of Heinz ketchup. It was a gutsy Heinz move, as research shows that 40% of people will abandon a website that takes more than four seconds to load. Not long ago, Heinz created the world's slowest tweet. It was a message that contained 57 letters. Naturally, that was being revealed one letter at a time over the course of 57 hours. If you guessed the tweet before it was fully revealed, you had a chance to win some fun merch. Heinz created the slowest puzzle on earth, and all 570 pieces were one Heinz Red. And when Hollywood needs ketchup for a scene in a movie, it almost always chooses Hines. That choice wasn't lost on the ketchup company, so the ketchup actually lobbied to become part of the actors union. According to Hines, its product has been part of memorable scenes in memorable movies like When Harry Met Sally, Goodfellas and Groundhog Day. The brand also recruited fans by asking them to post their favorite Heinz ketchup scenes from movies using the hashtag makehinesanactor. In another very cheeky idea, Heinz released a fashion collection in collaboration with online resale platform Thredup, called the Heinz Vintage Drip Collection. It featured secondhand designer clothing, and each piece had a unique Heinz ketchup stain. The clothing featured brands like Calvin Klein, Gucci, Ralph Lauren and Yves St. Laurent. It was Condiment Couture. The stained streetwear became one of the hottest trends at New York's Fashion Week. Other brands even got in on the action. Tide posted that if you wanted to keep your Heinz vintage drip clothing fresh, don't wash it with Tide. Burger King tweeted that it wouldn't be mad about a Hein stain if it came from a Whopper. The clothing line sold out online immediately and all proceeds went to the nonprofit organization Rise Against Hunger. The cheeky vintage drip clothing generated 1.75 billion media impressions and over 800 news stories. And because it was all second hand clothing, Hines put the stain in sustainability. Not long ago, my wife heard a radio commercial on SiriusXM and asked me if I was familiar with it. I said no, so she tracked it down. The commercial was for a life insurance brokerage called Term Provider. It's an insurance brokerage that promises to find you the best rates from the top insurance companies in America. Now, in order to stand out on radio, you need to be bolder than bold. Because commercial radio is often used as a background medium, it's on when you're doing something else. Advertisers need to be cheeky to poke through. So this company created a character called Big Lou. And if you're a 50 or 60 year old male, Big Lou is just like you do.
[23:27]
Big Lou (Term Provider Character)
You have three ex wives and your current trophy wife wants a life insurance policy three times the size of the policies you had to purchase for your previous mistakes. If so, you need to call Big Lou at Term Provider, 800-276-1640. Big Lou is intimately familiar with your problems. And if you're 50 or 60 years old and in reasonable good health, a 1 million dollar policy should only cost about 100 to $200 per month. Big Lou may have a solution for your previous policies as well. You may even save enough money to lighten the load on your new one million dollar policy. Remember, call Big Lou. He's like you, except he's only on number two.
[24:08]
Terry O'Reilly
Okey dokey. The ads are using humor and they take it right to the edge. Maybe over the edge. I noticed a lot of chatter online about these commercials. Some people loved them. Others thought they were crass and sexist. I even saw a Change.org online petition to remove Big Lou commercials from the air. I don't know how effective these shameless ads were in generating business for Term Provider, but there's no doubt the ads attracted a lot of awareness for the company. Big Lou proves the golden advertising rule. When you push the envelope, you're gonna get a lot of mail. While cannabis sales are legal in Canada, cannabis advertising is not. So a chain of cannabis stores call Stoked asked their advertising agency called Angry Butterfly to figure out a cheeky way of getting a little attention. The resulting campaign was titled Next to Stoked. The ad agency called it a quote legal ish way of getting past the cannabis filters media channels employ to prohibit cannabis advertising. Stoked knocked on their next door neighbors doors and asked if they could create a commercial advertising their wares. A nail salon next to one of the Stokes stores said sure. So this ad was produced looking for
[25:47]
Stoked Cannabis Neighbor (Nail Salon)
the dopest nails in town. Whether you're feeling a hit of something blazing or more of a chill vibe, we'd be happy to hook you up. Visit us at 2410 Kingston Road, right beside stoked Cannabis.
[26:03]
Terry O'Reilly
Even though the ad is ostensibly for a nail salon notice, first the language the ad uses Dopest, half baked, chill vibe, happy to hook you up, etc. And of course the address line that mentions it's next to Stoked. There was another ad for a neighboring bookstore.
[26:23]
State Farm Representative 2
Find high quality inspiration here at Cliffside
[26:26]
State Farm Representative 3
Village Books next door to Stoked Cannabis.
[26:30]
Terry O'Reilly
There were four other ads in the campaign. The COVID cannabis ads managed to slip by Canadian media companies, radio stations, as well as the notoriously strict cannabis ad filters employed by Meta and TikTok. The campaign generated a 40% uptick in new customers. Stoked was Stoked. I recently saw a stand up comedian who said that every man in the audience has a health issue they hope will just go away. It's true. Men are notorious for ignoring health issues and health messages, so one effective tactic is to use humor. Vancouver advertising agency Rethink, who also did a lot of the Heinz work, came up with an idea for Canada's Prostate Cancer foundation in bc. The task was to encourage men to get a prostate checkup. So Rethink created Checkup Briefs. As you may know, men's briefs have a Y hole or a fly for lack of a better term, on the front so men can urinate without having to pull their underwear down. The checkup briefs had that too, but they also had the same access point on the backside, which made for a very amusing dual visual. Rethink said the rear door was designed to give doctors convenient access during the exam. It was also a humorous way to remind the public that prostate cancer is still the number one diagnosed cancer among Canadian men. Men could receive a free pair of the checkup briefs by letting the Prostate Cancer foundation know they've booked an exam by leaving a comment on its official Instagram page. The aim was to get men to feel more comfortable about learning and talking about prostate exams. The checkup briefs took Cheeky to a whole new level.
[28:50]
Edward Jones Financial Advisor
At Edward Jones, we believe rich means opening yourself to new possibilities. That's why your dedicated financial advisor meets you where you are, helping you move forward with confidence. Let's find your rich Edward Jones member,
[29:04]
Jeff Devine
SIPC Checking off the boxes on your
[29:06]
State Farm Agent
to do list is a great feeling. That's why a State Farm agent is
[29:10]
State Farm Representative
there to help you choose a coverage
[29:12]
State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
[29:16]
State Farm Representative
boat or rv, helping protected is important.
[29:18]
State Farm Representative 3
And State Farm is there to help
[29:20]
State Farm Representative 4
you choose the coverage you need.
[29:22]
State Farm Representative 2
Whether you prefer talking in person on
[29:24]
State Farm Representative
the phone or using the award winning app.
[29:27]
State Farm Representative 3
And with so many coverage options, it's
[29:29]
State Farm Representative 4
nice knowing you have help finding coverage
[29:31]
State Farm Agent
that best fits your needs so you
[29:33]
State Farm Representative
can continue to focus on what's most important to you.
[29:36]
State Farm Representative 3
Like a good neighbor, State farm is
[29:38]
Kit Kat Jingle Singer
there 1, 2, 1 2, 3, 4 Gimme a break, give me a break, break me off a piece of that Kit Kat Give me a break, give me a break break me off a piece of that Kit Kat bar the chocolate crispy taste gonna make your day and wherever you go you hear the people say Give me a break, give me a break break me off a piece of that Kit Kat bar have a break, have a Kit Kat.
[30:12]
Terry O'Reilly
Of the many definitions of the word cheeky, maybe the most salient is the defiance of convention or the absence of normal constraint. That would explain the stories we told today. Normally, a fruit company would restrain from writing an open letter to the Pope. Designer clothing wouldn't be sold with ketchup stains. An airline wouldn't dare tell you to keep it in your pants. And a cannabis company wouldn't defy advertising rules by running covert budget ads. Usually, subversive advertising comes from smaller advertisers with tiny budgets. They need cheeky to break through. But Miller Lite is no small company. Neither is Dole or Heinz, which is surprising because the boldness of a statement is in adverse proportion to the number of people who have to approve it. Big companies are notorious for running safe advertising campaigns. Corporate blandification at its best. Yet a few large companies still manage to rattle the cages it requires. Risk, Swoop and Big Lou took a lot of heat and a sense of humor. Check up. Briefs just make you laugh, and the fact your grandparents made more whoopee than you just makes you cry. Sometimes that's what it takes to get noticed when you're under the influence. I'm Terry O'Reilly. This episode was recorded in the Terrastream Airstream Mobile recording studio. Producer Debbie O'Reilly sound engineer Jeff Devine under the Influence Theme by Ari Posner and Ian LeFever tunes provided by APM Music. Follow me on SocialInfluence. This podcast is powered by Acast and if you'd like to read next week's fun fact, just go to ApostrophePodcasts CA and follow the prompts. See you next week.
[32:23]
Nina from Sudbury
Hi, this is Nina from Sudbury. One of the most frequently asked questions on the Nair website is Can I use Nair down there?
[32:40]
Jeff Devine
Checking off the boxes on your to
[32:42]
State Farm Agent
do list is a great feeling. That's why a State Farm agent is
[32:45]
State Farm Representative
there to help you choose a coverage
[32:47]
State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
[32:51]
State Farm Representative
boat or rv, helping protect it is important.
[32:54]
State Farm Representative 3
And State Farm is there to help
[32:55]
State Farm Representative 4
you choose the coverage you need.
[32:57]
State Farm Representative 2
Whether you prefer talking in person on
[32:59]
State Farm Representative
the phone or using the award winning app.
[33:02]
State Farm Representative 3
And with so many coverage options, it's
[33:04]
State Farm Representative 4
nice knowing you have help finding coverage
[33:06]
State Farm Agent
that best fits your needs so you
[33:08]
State Farm Representative
can continue to focus on what's most important to you.
[33:11]
State Farm Representative 3
Like a good neighbor, State Farm is there.
[33:14]
Pura Fragrance Announcer
Summer smells like citrus in the sun. Turn your home into a daily getaway with Pura's new summer collection. Find your flow and fragrance and explore the scents@pura.com
[33:28]
Acast Announcer
Acast powers the world's best podcasts. Here's a show that we recommend.
[33:37]
Jameela Jamil
What if you laughed all through your commute? Or if you heard the funniest story while at the gym? Well, now you can I'm Jameela Jamil and guests on my new podcast Wrong Turns share their most mortifying and hilarious disaster stories. I'm talking people like Mae Martin, Bob the Drag Queen, Katherine Ryan, Jake Johnson, Margaret Cho, Simon Pegg Penn Badgley, and so many more. So listen wherever you get your podcast. Wrong Terms where dignity goes to die.
[34:07]
Acast Announcer
ACAST helps creators launch, grow and monetize their podcasts everywhere. Acast. Com.

Summary5 min read

Under the Influence with Terry O’Reilly

Episode: Cheeky Advertising

Date: August 1, 2026
Host: Terry O’Reilly

Episode Overview

In "Cheeky Advertising," Terry O’Reilly guides listeners through the world of subversive, bold, and often risky advertising campaigns that dare to toe—or cross—the line between cleverness and controversy. He explores how "cheeky" marketing isn’t just about being daring for the sake of it, but often leverages humor, audacity, and cultural context to break through advertising noise, create buzz, and sometimes court backlash. The episode draws a through-line from audacious underdogs to surprisingly bold big brands, demonstrating that cheek can pay off—if handled with care.

Key Discussion Points & Insights

The Audition Origin of “Cheeky”

Carl Weathers’ Rocky Audition (05:00)
- O’Reilly opens by narrating Carl Weathers’ infamous "cheeky" audition for Rocky, highlighting how Weathers blurted, “I could do a lot better if he got me a real actor to work with”—unknowingly speaking to Sylvester Stallone.
- Insight: Sometimes brazen, cheeky behavior can seal the deal rather than sabotage it.

Bold Brand Case Studies

1. Miller Lite Beer Drops (06:42)

Concept: Created “Beer Drops” to add flavor to competitor’s "watery" light beers, even targeting Michelob Light directly.
Results: Sold out in one hour; garnered 500,000 media impressions and spiked Miller’s market share.
Quote (Terry O’Reilly, 07:59):

“It was an incredibly brash idea... Miller Lite Beer Drops led Miller Lite to steal the most market share from its competitors than it had over the past three years.”

2. Swoop Airlines: “Keep It In Your Pants” (08:13)

Ad: Promoted cheap tickets with a sexually suggestive tagline, showing money in people’s back pockets.
Backlash: Launched amid WestJet's sexual harassment court battle, leading to accusations of tone-deafness.
Insight: Cheekiness can quickly backfire if not culturally aware.
Quote (Terry O’Reilly, 10:43):

“Proving cheeky is always chancy.”

3. Dole: “Absolve the Apple” Open Letter (10:53)

Stunt: Published an open letter to Pope Francis, seeking to “absolve” fruit for Original Sin.
Outcome: 55 million media impressions, 784 news stories, $2.2 million in earned media; Pope did not respond.
Quote (Dole Letter Narrator, 11:12):

“For too long, fruit has been vilified and demonized. Today more than ever, no fruit should be forbidden.”

4. Nair: “Playoff Legs” (13:08)

Concept: Invited women to join the hockey “playoff beard” tradition by not shaving their legs.
Message: Empowerment and playful subversion of gendered rituals.

5. Sex Brand: “Sex is Dying” & Generational Billboards (16:34)

Billboards: “Your parents had more sex than you.” “Your grandparents had more sex than you.”
Purpose: Addressed declining sex rates among young adults with humor and provocation.
Quote (Terry O’Reilly, 17:36):

“Even if your grandparents are enjoying more Humpty Dumpty than you.”

6. Heinz: The Art of Slow and the “Vintage Drip” (18:50)

Digital Gags: Website purposely slowed to 57 minutes; slowest tweet ever (revealed over 57 hours); slow, monochrome jigsaw puzzle.
Viral Fashion: Partnered with Thredup to sell second-hand designer clothes stained with Heinz ketchup—sold out instantly.
Cultural Play: Turned “stain” into virtue, flipping the negative into a quirky badge of pride.
Quote (Terry O’Reilly, 22:06):

“The clothing line sold out online immediately and all proceeds went to the nonprofit organization Rise Against Hunger. The cheeky vintage drip clothing generated 1.75 billion media impressions and over 800 news stories.”

7. Term Provider: “Big Lou” (23:27)

Radio Personality: “Big Lou is just like you, except he’s only on number two.”
Risk: Humor bordering on tasteless generated both hate and buzz, prompting an online petition.
Quote (Big Lou, 23:27):

“If you’re a 50 or 60-year-old male, Big Lou is just like you... except he’s only on number two.”

8. Stoked Cannabis: “Next to Stoked” Neighbor Ads (24:43)

Workaround: Other businesses (like a nail salon and bookstore) ran ads using cannabis-adjacent puns and explicitly mentioned being “next to Stoked Cannabis,” sidestepping ad restrictions.
Result: 40% increase in new customers.
Quote (Nail Salon Ad, 25:46):

“Looking for the dopest nails in town? ... Visit us... right beside Stoked Cannabis.”

9. Prostate Cancer Foundation BC: “Checkup Briefs” (27:15)

Visual Gag: Men’s underwear with openings in both front and back; promotional “rear door” for prostate exams.
Aim: Use levity to normalize and encourage uncomfortable health checks.

Notable Quotes & Memorable Moments

“Sometimes it’s the mistakes you make that get you the gig.”
— Carl Weathers, recollected by Terry O’Reilly (05:06)
On cheeky marketing:

“If done well, cheeky advertising can attract a lot of attention. Done badly and it’s a rocky road to recovery.”
— Terry O’Reilly (06:13)
On Dole’s letter to the Pope:

“Fruit, and apples in particular, is healthy, unlike other sinful indulgences like donuts, nachos, and curly fries.”
— Dole Open Letter (11:18)
Big Lou’s close-to-the-bone pitch:

“Remember, call Big Lou. He’s like you, except he’s only on number two.”
— Big Lou Radio Commercial (23:57)
On the logic behind edgy advertising:

“When you push the envelope, you’re gonna get a lot of mail.”
— Terry O’Reilly (24:28)

Timestamps for Key Segments

| Timestamp | Segment/Quote | |------------|---------------------------------------------------------------| | 05:00 | Cheeky “Rocky” audition – Carl Weathers' accidental bravado | | 06:42 | Miller Lite’s “Beer Drops” and competitive cheekiness | | 08:13 | Swoop Airlines: “Keep It In Your Pants” and its pitfalls | | 10:53 | Dole’s open letter to Pope Francis for fruit “absolution” | | 13:08 | Nair’s “Playoff Legs” campaign for female hockey fans | | 16:34 | Sex Brand’s provocative billboards about generational sex | | 18:50 | Heinz’s slow digital gags and Vintage Drip ketchup-stained fashion | | 23:27 | Term Provider’s outrageous “Big Lou” radio spots | | 24:43 | Stoked Cannabis – “Next to Stoked” neighbor ads hack | | 27:15 | Prostate Cancer Foundation BC’s “Checkup Briefs” | | 30:12 | O’Reilly’s wrap-up on the true meaning and risk of “cheeky” |

Tone & Style

Terry O’Reilly’s narration remains playful, enthusiastic, and laced with wry humor while delivering deep marketing insights. He mixes cultural references, industry knowledge, and puns—making the content as entertaining as it is informative.

Conclusions

Cheeky advertising thrives on the edge, demanding both courage and impeccable timing.
The biggest risk is appearing tone-deaf or offensive, especially in sensitive contexts.
Even major brands can “go cheeky” when executed after careful consideration—and the results can be astonishingly effective.

Closing Quote (Terry O’Reilly, 30:12):

“Of the many definitions of the word cheeky, maybe the most salient is the defiance of convention or the absence of normal constraint... Sometimes that’s what it takes to get noticed, when you’re under the influence.”

For those seeking the pulse of advertising’s playful, subversive side, this episode serves up case studies and cautionary tales—sandwiched between laughs and lessons for marketers and fans alike.

Loading summary

Transcript96 lines

[00:04]
Jeff Devine
Hi, this is Jeff Devine, audio engineer for the Apostrophe Podcast Network. And this is Margo.
[00:09]
Edward Jones Announcer
Hello.
[00:09]
Jeff Devine
And you're listening to the Apostrophe Podcast Podcast Network Network. Enjoy.
[00:17]
Terry O'Reilly
Enjoy.
[00:26]
Edward Jones Financial Advisor
At Edward Jones, we believe rich means opening yourself to new possibilities. That's why your dedicated financial advisor meets you where you are, helping you move forward with confidence. Let's find your Rich Edward Jones Member sipc.
[00:41]
Jeff Devine
Checking off the boxes on your to
[00:43]
State Farm Agent
do list is a great feeling. That's why a State Farm agent is
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State Farm Representative
there to help you choose a coverage
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State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
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State Farm Representative
boat or rv, helping protect it is important.
[00:55]
State Farm Representative 3
And State Farm is there to help
[00:57]
State Farm Representative 4
you choose the coverage coverage you need.
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State Farm Representative 2
Whether you prefer talking in person on
[01:01]
State Farm Representative
the phone or using the award winning app.
[01:03]
State Farm Representative 3
And with so many coverage options, it's
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State Farm Representative 4
nice knowing you have help finding coverage
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State Farm Agent
that best fits your needs so you
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State Farm Representative
can continue to focus on what's most important to you.
[01:13]
State Farm Representative 3
Like a good neighbor, State Farm is there.
[01:15]
Kit Kat Jingle Singer
So good, so good, so good.
[01:18]
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[01:48]
Terry O'Reilly
This is an Apostrophe Podcast production. You're soaking in it,
[02:00]
Dental Product Advertiser
you go in
[02:02]
State Farm Representative 3
and instead
[02:05]
Dental Product Advertiser
your teeth look whiter than no, no, no. But you're not you.
[02:15]
Jeff Devine
When you're hungry,
[02:19]
Dental Product Advertiser
you're in good hands with a hu.
[02:27]
Jeff Devine
You're under the influence of Terry O'Reilly.
[02:45]
Terry O'Reilly
The late, great Carl Weathers was a football player long before he became an actor. He signed on as a linebacker for the Oakland Raiders in 1970 and helped the team win their first AFC west division title. The next year, coach John Madden released Weathers, telling him he was too sensitive. Not long after, he landed a position with the B.C. lions and played in the CFL until 1973. But weathers harbored a secret ambition. He wanted to use that sensitivity to become an actor. So in the off season, he attended San Francisco State University and earned a bachelor's degree in drama. Carl Weathers retired from football in 1974 and began to chase his acting dream. He only managed to land small parts in a few TV shows and blaxploitation films. But the following year, in 1976, he heard about a new film that was Looking to fill a major role. The movie was titled Rocky and the part was to play the heavyweight champion of the world named Apollo Creed. The casting specs called for a black actor in great physical shape who was bold and brash. At 62220 weathers fit the bill. He was in superb physical shape and his experience in professional sports had exposed him to lots of athletes with self centered personalities. Now all he had to do was impress the director with his audition. When 28 year old Carl Weathers entered the Rocky audition room, he was introduced to the director John Avildson and the writer. He was given a scene from the screenplay to perform. There was nobody to read lines with, so Weathers was told he would have to read with the writer. After he and the writer had finished the scene, Weathers didn't think it went very well. Everybody in the room was quiet. There was a moment of awkwardness. That's when Weathers blurted out, I could do a lot better if he got me a real actor to work with. It was a cocky line coming from an unknown inexperienced actor. What Weathers didn't know was that the writer was Sylvester Stallone, who also happened to be the star of the movie. But Stallone wasn't insulted. As a matter of fact, Stallone felt the cheeky verbal jab was exactly what Apollo Creed would say. Weathers got the job. Looking back years later, Carl Weathers had to laugh. He said, sometimes it's the mistakes you make that get you the gig. The world of marketing has its cheeky moments too. Occasionally, advertisers dare to create subversive campaigns. They're not just bold, they border on rude, but in a playful way. It's advertising brinksmanship. If done well, cheeky advertising can attract a lot of attention. Done badly and it's a rocky road to recovery,
[06:28]
Pura Fragrance Announcer
you're under the influence.
[06:42]
Terry O'Reilly
On National Beer Day, Miller Lite came up with a cheeky idea. Now Miller Lite has always been positioned as a light beer with great taste, unlike many other light beers that give you less calories at the expense of taste. And Miller Lite believes light beer shouldn't taste like water. So Miller created Beer Drops. Beer Drops came in a small squeezable bottle that work like an eyedropper. The instructions were simple. If you were offered a watery light beer, just squeeze Miller Light Beer drops into the lesser brew to add the irreplaceable taste of a fine pilsner. And in all the promos, Miller Lite showed its beardrops being squeezed into Michelob light beer. One of its main competitors. It was an incredibly brash idea. The Miller Lite beer drops were sold online for $4.07 each. A nod to National Beer Day on April 7, the fourth month, seventh day. And get this, they sold out in exactly one hour. The Beardrops promotion netted over 500,000 media impressions, meaning the content was viewed or consumed 500,000 times. But it was more than a cheeky little idea. The Beardrops led Miller Lite to steal the most market share from its competitors than it had over the past three years. Years. Until recently, WestJet owned an Ultra low cost airline called Swoop. Apparently it was named after WestJet's desire to swoop into the Canadian market with a low cost airline alternative. When you are a low cost entry in the market, you have to be bold in your marketing because low cost also means low advertising budget. So Swoop came up with a cheeky ad that got a lot of press. The headline was keep it in your pants. The ad went on to say, keep your money where it belongs, in your pocket. Take advantage of our keep it in your pants system. Wide seat sale when you book before June 6. The visual showed a female backside with money sticking out of a back pocket. And there was a similar version with a male backside. The ads generated a lot of negative pushback on social media for being too sexually suggestive and inappropriate. Swoop airlines responded by saying the keep it in your pants promotion was not meant to be offensive, but merely a little bit cheeky. As they say, timing is everything. News reports at the time noted the keep it in your pants promotion launched just as parent company WestJet was in the midst of a court battle. A flight attendant alleged they had been the victim of sexual harassment. As one observer said, the promotion seemed tone deaf and had a lack of respect or a disregard to what was happening within the airline's own culture. Proving cheeky is always chancy. Dole is one of the world's largest fruit producers. While you may only think of bananas when you hear the Dole brand name, dole provides over 300 different products, including apples. So on international fruit Day, Dole did something very cheeky. It wrote an open letter to Pope Francis asking the pontiff for his absolution for fruit after it was blamed for the original sin in the Bible. As the story goes, Adam and Eve ate the forbidden fruit and were thrown out of the Garden of Eden. So Dole published the open letter to his Holiness in a leading Italian paper, La Repubblica, the only newspaper the Pope ever reads. The letter went like with the greatest
[11:13]
Dole Letter Narrator
respect to your hallowed office, we think the time has finally come to address the over 2000 year old elephant in the room the most catastrophic PR disaster the fruit has ever faced. The Calamity of Earth Original Sin for too long, fruit has been vilified and demonized. Today more than ever, no fruit should be forbidden.
[11:36]
Terry O'Reilly
It went on to say that only Pope Francis had the power, wisdom and authority to finally rectify this slight. Then the letter used some logic in its argument. It said the apple has been slandered most, even though it is never mentioned by name in the Bible. But rather the classical Greek word for tree fruit conveniently sounded like the Latin word for apple, which in turn has come to symbolize evil. Dole's letter said that instead of being thought of as the original sin, could it not be thought of as the original snack? Fruit, and apples in particular is healthy, unlike other sinful indulgences like donuts, nachos and curly fries. For these reasons and more, Dole humbly asked for the absolution that only the Pontiff could offer. That one letter that ran in one newspaper for just one day resulted in 55 million media impressions and 784 different news outlets did stories on the letter, earning the equivalent of $2.2 million in free media. Did the Pope respond? No. Did the cheeky letter succeed in making fruit the center of the conversation?
[12:57]
Dole Letter Narrator
Hell yes.
[13:08]
Terry O'Reilly
The playoff beard has deep roots in the game of hockey. It is a time honored superstition and players dare not shave their beards during the playoffs for fear of bringing bad luck to the team. It is believed the New York Islanders invented the playoff beard when the team won four consecutive Stanley Cups in the early 1980s. The players began growing beards during those playoffs and other teams noticed. Four cups later, the superstition was cemented in the NHL and continues to this day. Now the problem with playoff beards is that they are kind of sexist. Millions of female hockey fans can't join in on the famous ritual. That's when hair removal brand Nair came up with a way for female fans to play along. Hairy Legs the Nair playoff Legs campaign was born. It encouraged women to show their support by not waxing or shaving their legs during the playoff run. Nair representative said the brand has evolved to empower women to look and feel their best and that body hair is a personal choice. But if women want to remove their leg hair after the playoffs, Nair was there. That reminds me of a UK brand who wants to remind you that your parents are having more sex than you.
[14:49]
Edward Jones Announcer
At Edward Jones, we believe rich is more than caring about the latest and greatest. It's also taking care of what gives your life meaning. That's why your dedicated financial advisor meets you where you are with personalized financial strategies that help protect what matters so you can preserve your progress while creating a path forward. The key to being rich is knowing what counts. Let's find your rich together. Edward Jones Member, SIPC Checking off the
[15:19]
State Farm Agent
boxes on your to do list is a great feeling. That's why a State Farm agent is
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there to help you choose a coverage
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State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
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boat or rv, helping protect it is important.
[15:32]
State Farm Representative 3
And State Farm is there to help
[15:34]
State Farm Representative 4
you choose the coverage you need.
[15:36]
State Farm Representative 2
Whether you prefer talking in person on
[15:38]
State Farm Representative
the phone or using the award winning app.
[15:40]
State Farm Representative 3
And with so many coverage options, it's
[15:43]
State Farm Representative 4
nice knowing you have help finding coverage
[15:45]
State Farm Agent
that best fits your needs so you
[15:47]
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can continue to focus on what's most important to you.
[15:50]
State Farm Representative 3
Like a good neighbor, State Farm is
[15:52]
Dairy Queen Announcer
there Score big with the DQ$7 meal deal. Crispy chicken strips, hot fries, a refreshing drink and a tasty sundae. All for just seven bucks. It's so much delicious food, you'll bring home the win every time and keep on winning when you upgrade to a small blizzard treat for just $2. More like the limited time Biscoff Cookie blizzard treat, the $7 meal deal with a $2 small blizzard upgrade for the win. DQ Happy tastes good. Participation may vary.
[16:34]
Terry O'Reilly
The sexual wellness industry is poised to hit $64.3 billion globally by 2031. While the category often employs naughty advertising, some companies take it one notch further. A new direct to consumer company launched in the UK last Valentine's Day called Sex Brand Sex Brand has been running some cheeky billboards in downtown London recently. The launch billboard said sex is dying. We're here to save it. The first product it debuted was a biodegradable condom called Second Skin made of a fully sustainable rubber tucked inside fully recyclable foil packages. While the Sex is Dying billboard attracted some attention, the next billboards got a lot of attention. One said your parents had more sex than you. And if that wasn't a wake up call, the next billboard certainly was. It said your grandparents had more sex than you. Might be. Shockingly true. Sex Brand maintains that people are having less sex these days than past generations because of the pressures of modern life. Almost a quarter of 18 to 30 year olds have not had sex in the last 12 months the company says sex is proven to combat depression, lessen anxiety, and boost confidence. So sex brand is on a crusade to celebrate sex, to encourage young people to feel positive and excited about sex again, even if your grandparents are enjoying more Humpty Dumpty than you. One brand that has been doing a lot of cheeky marketing lately is Heinz ketchup. The condiment company has a history of doing good advertising, but it's gotten really good lately. One of the long running boasts of Heinz is that it is the world's slowest pouring ketchup because it's thicker and richer. Cheap brands pour fast as they are mostly water. Back in the 70s, Heinz produced a television campaign that showed various people waiting for the ketchup to slowly pour out of a Heinz bottle. Heinz Ketchup. Think how good it's going to taste when it finally gets there. Anticipation. Set, of course, to Carly Simon's hit song Anticipation. Voiceover courtesy of Casey Kasem it's slow.
[19:20]
Dairy Queen Announcer
Good.
[19:21]
Terry O'Reilly
Well, Heinz is still having cheeky fun. Its longtime slogan is 57 varieties. So when the new Heinz CA website was launched in 2021, it took a full 57 minutes to download, which was ridiculous and hilarious. But people willing to wait it out were rewarded for their patience by being invited to fill out a form for a free bottle of Heinz ketchup. It was a gutsy Heinz move, as research shows that 40% of people will abandon a website that takes more than four seconds to load. Not long ago, Heinz created the world's slowest tweet. It was a message that contained 57 letters. Naturally, that was being revealed one letter at a time over the course of 57 hours. If you guessed the tweet before it was fully revealed, you had a chance to win some fun merch. Heinz created the slowest puzzle on earth, and all 570 pieces were one Heinz Red. And when Hollywood needs ketchup for a scene in a movie, it almost always chooses Hines. That choice wasn't lost on the ketchup company, so the ketchup actually lobbied to become part of the actors union. According to Hines, its product has been part of memorable scenes in memorable movies like When Harry Met Sally, Goodfellas and Groundhog Day. The brand also recruited fans by asking them to post their favorite Heinz ketchup scenes from movies using the hashtag makehinesanactor. In another very cheeky idea, Heinz released a fashion collection in collaboration with online resale platform Thredup, called the Heinz Vintage Drip Collection. It featured secondhand designer clothing, and each piece had a unique Heinz ketchup stain. The clothing featured brands like Calvin Klein, Gucci, Ralph Lauren and Yves St. Laurent. It was Condiment Couture. The stained streetwear became one of the hottest trends at New York's Fashion Week. Other brands even got in on the action. Tide posted that if you wanted to keep your Heinz vintage drip clothing fresh, don't wash it with Tide. Burger King tweeted that it wouldn't be mad about a Hein stain if it came from a Whopper. The clothing line sold out online immediately and all proceeds went to the nonprofit organization Rise Against Hunger. The cheeky vintage drip clothing generated 1.75 billion media impressions and over 800 news stories. And because it was all second hand clothing, Hines put the stain in sustainability. Not long ago, my wife heard a radio commercial on SiriusXM and asked me if I was familiar with it. I said no, so she tracked it down. The commercial was for a life insurance brokerage called Term Provider. It's an insurance brokerage that promises to find you the best rates from the top insurance companies in America. Now, in order to stand out on radio, you need to be bolder than bold. Because commercial radio is often used as a background medium, it's on when you're doing something else. Advertisers need to be cheeky to poke through. So this company created a character called Big Lou. And if you're a 50 or 60 year old male, Big Lou is just like you do.
[23:27]
Big Lou (Term Provider Character)
You have three ex wives and your current trophy wife wants a life insurance policy three times the size of the policies you had to purchase for your previous mistakes. If so, you need to call Big Lou at Term Provider, 800-276-1640. Big Lou is intimately familiar with your problems. And if you're 50 or 60 years old and in reasonable good health, a 1 million dollar policy should only cost about 100 to $200 per month. Big Lou may have a solution for your previous policies as well. You may even save enough money to lighten the load on your new one million dollar policy. Remember, call Big Lou. He's like you, except he's only on number two.
[24:08]
Terry O'Reilly
Okey dokey. The ads are using humor and they take it right to the edge. Maybe over the edge. I noticed a lot of chatter online about these commercials. Some people loved them. Others thought they were crass and sexist. I even saw a Change.org online petition to remove Big Lou commercials from the air. I don't know how effective these shameless ads were in generating business for Term Provider, but there's no doubt the ads attracted a lot of awareness for the company. Big Lou proves the golden advertising rule. When you push the envelope, you're gonna get a lot of mail. While cannabis sales are legal in Canada, cannabis advertising is not. So a chain of cannabis stores call Stoked asked their advertising agency called Angry Butterfly to figure out a cheeky way of getting a little attention. The resulting campaign was titled Next to Stoked. The ad agency called it a quote legal ish way of getting past the cannabis filters media channels employ to prohibit cannabis advertising. Stoked knocked on their next door neighbors doors and asked if they could create a commercial advertising their wares. A nail salon next to one of the Stokes stores said sure. So this ad was produced looking for
[25:47]
Stoked Cannabis Neighbor (Nail Salon)
the dopest nails in town. Whether you're feeling a hit of something blazing or more of a chill vibe, we'd be happy to hook you up. Visit us at 2410 Kingston Road, right beside stoked Cannabis.
[26:03]
Terry O'Reilly
Even though the ad is ostensibly for a nail salon notice, first the language the ad uses Dopest, half baked, chill vibe, happy to hook you up, etc. And of course the address line that mentions it's next to Stoked. There was another ad for a neighboring bookstore.
[26:23]
State Farm Representative 2
Find high quality inspiration here at Cliffside
[26:26]
State Farm Representative 3
Village Books next door to Stoked Cannabis.
[26:30]
Terry O'Reilly
There were four other ads in the campaign. The COVID cannabis ads managed to slip by Canadian media companies, radio stations, as well as the notoriously strict cannabis ad filters employed by Meta and TikTok. The campaign generated a 40% uptick in new customers. Stoked was Stoked. I recently saw a stand up comedian who said that every man in the audience has a health issue they hope will just go away. It's true. Men are notorious for ignoring health issues and health messages, so one effective tactic is to use humor. Vancouver advertising agency Rethink, who also did a lot of the Heinz work, came up with an idea for Canada's Prostate Cancer foundation in bc. The task was to encourage men to get a prostate checkup. So Rethink created Checkup Briefs. As you may know, men's briefs have a Y hole or a fly for lack of a better term, on the front so men can urinate without having to pull their underwear down. The checkup briefs had that too, but they also had the same access point on the backside, which made for a very amusing dual visual. Rethink said the rear door was designed to give doctors convenient access during the exam. It was also a humorous way to remind the public that prostate cancer is still the number one diagnosed cancer among Canadian men. Men could receive a free pair of the checkup briefs by letting the Prostate Cancer foundation know they've booked an exam by leaving a comment on its official Instagram page. The aim was to get men to feel more comfortable about learning and talking about prostate exams. The checkup briefs took Cheeky to a whole new level.
[28:50]
Edward Jones Financial Advisor
At Edward Jones, we believe rich means opening yourself to new possibilities. That's why your dedicated financial advisor meets you where you are, helping you move forward with confidence. Let's find your rich Edward Jones member,
[29:04]
Jeff Devine
SIPC Checking off the boxes on your
[29:06]
State Farm Agent
to do list is a great feeling. That's why a State Farm agent is
[29:10]
State Farm Representative
there to help you choose a coverage
[29:12]
State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
[29:16]
State Farm Representative
boat or rv, helping protected is important.
[29:18]
State Farm Representative 3
And State Farm is there to help
[29:20]
State Farm Representative 4
you choose the coverage you need.
[29:22]
State Farm Representative 2
Whether you prefer talking in person on
[29:24]
State Farm Representative
the phone or using the award winning app.
[29:27]
State Farm Representative 3
And with so many coverage options, it's
[29:29]
State Farm Representative 4
nice knowing you have help finding coverage
[29:31]
State Farm Agent
that best fits your needs so you
[29:33]
State Farm Representative
can continue to focus on what's most important to you.
[29:36]
State Farm Representative 3
Like a good neighbor, State farm is
[29:38]
Kit Kat Jingle Singer
there 1, 2, 1 2, 3, 4 Gimme a break, give me a break, break me off a piece of that Kit Kat Give me a break, give me a break break me off a piece of that Kit Kat bar the chocolate crispy taste gonna make your day and wherever you go you hear the people say Give me a break, give me a break break me off a piece of that Kit Kat bar have a break, have a Kit Kat.
[30:12]
Terry O'Reilly
Of the many definitions of the word cheeky, maybe the most salient is the defiance of convention or the absence of normal constraint. That would explain the stories we told today. Normally, a fruit company would restrain from writing an open letter to the Pope. Designer clothing wouldn't be sold with ketchup stains. An airline wouldn't dare tell you to keep it in your pants. And a cannabis company wouldn't defy advertising rules by running covert budget ads. Usually, subversive advertising comes from smaller advertisers with tiny budgets. They need cheeky to break through. But Miller Lite is no small company. Neither is Dole or Heinz, which is surprising because the boldness of a statement is in adverse proportion to the number of people who have to approve it. Big companies are notorious for running safe advertising campaigns. Corporate blandification at its best. Yet a few large companies still manage to rattle the cages it requires. Risk, Swoop and Big Lou took a lot of heat and a sense of humor. Check up. Briefs just make you laugh, and the fact your grandparents made more whoopee than you just makes you cry. Sometimes that's what it takes to get noticed when you're under the influence. I'm Terry O'Reilly. This episode was recorded in the Terrastream Airstream Mobile recording studio. Producer Debbie O'Reilly sound engineer Jeff Devine under the Influence Theme by Ari Posner and Ian LeFever tunes provided by APM Music. Follow me on SocialInfluence. This podcast is powered by Acast and if you'd like to read next week's fun fact, just go to ApostrophePodcasts CA and follow the prompts. See you next week.
[32:23]
Nina from Sudbury
Hi, this is Nina from Sudbury. One of the most frequently asked questions on the Nair website is Can I use Nair down there?
[32:40]
Jeff Devine
Checking off the boxes on your to
[32:42]
State Farm Agent
do list is a great feeling. That's why a State Farm agent is
[32:45]
State Farm Representative
there to help you choose a coverage
[32:47]
State Farm Representative 2
option that's right for you. Whether you're getting a new house, car,
[32:51]
State Farm Representative
boat or rv, helping protect it is important.
[32:54]
State Farm Representative 3
And State Farm is there to help
[32:55]
State Farm Representative 4
you choose the coverage you need.
[32:57]
State Farm Representative 2
Whether you prefer talking in person on
[32:59]
State Farm Representative
the phone or using the award winning app.
[33:02]
State Farm Representative 3
And with so many coverage options, it's
[33:04]
State Farm Representative 4
nice knowing you have help finding coverage
[33:06]
State Farm Agent
that best fits your needs so you
[33:08]
State Farm Representative
can continue to focus on what's most important to you.
[33:11]
State Farm Representative 3
Like a good neighbor, State Farm is there.
[33:14]
Pura Fragrance Announcer
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[33:28]
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[33:37]
Jameela Jamil
What if you laughed all through your commute? Or if you heard the funniest story while at the gym? Well, now you can I'm Jameela Jamil and guests on my new podcast Wrong Turns share their most mortifying and hilarious disaster stories. I'm talking people like Mae Martin, Bob the Drag Queen, Katherine Ryan, Jake Johnson, Margaret Cho, Simon Pegg Penn Badgley, and so many more. So listen wherever you get your podcast. Wrong Terms where dignity goes to die.
[34:07]
Acast Announcer
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