Under the Influence with Terry O'Reilly Episode Summary: Ask Terry 2025 Release Date: June 21, 2025

Introduction

In the milestone finale of the 20th season, Under the Influence with Terry O'Reilly embraces its loyal listeners by delving into a series of engaging questions. Host Terry O'Reilly navigates through humorous anecdotes, insightful analyses, and nostalgic reflections on classic advertising, providing a comprehensive look into the ever-evolving world of marketing and human psychology.

Celebrity Voiceovers in Modern Advertising

Listener Question: Glenn Howard inquires about notable contemporary voice actors and Hollywood celebrities who lend their voices to major branding campaigns.

Discussion:

Terry engages Glenn by introducing a game of identifying celebrities behind popular commercials. He highlights the strategic use of recognizable voices to create memorable advertisements.

• McDonald's Quarter Pounder Ad: Features Brian Cox, known for his role as Logan Roy in Succession and the original Hannibal Lecter in Manhunter.
  Terry (03:15): “Recognize that voice? You might have if you were a Succession fan.”

• Financial Planning Commercial: Uses Matt Damon's voice to convey trust and reliability.
  Terry (05:45): “They don't know it yet, but they're gonna fall in love…”

• Arby's Meat Ad: Features Ving Rhames, adding a rugged and trustworthy tone to the brand's messaging.
  Terry (07:30): “Somewhere underneath all that bacony, bourbony, crispy oniony goodness…”

Insights:

• Cultural Obsession: Brands leverage celebrity endorsements to capture attention in a culture enamored with fame.
  Terry (10:20): “The biggest reason brands hire celebrities is because we live in a celebrity obsessed culture right now.”

• Cost vs. ROI: The high fees of celebrities are justified when the return on investment significantly outweighs the initial cost.
  Terry (11:00): “If a celebrity costs $250,000, but the ads sell $5 million worth of products, that's not a bad deal.”

• Impact on Working Actors: The prevalence of celebrities in commercials can limit opportunities for professional voice actors, as budgets prioritize well-known figures over emerging talent.
  Terry (12:35): “For every celebrity who lands a commercial, a working actor loses a job.”

Longevity of Advertising Slogans

Listener Question: Dixon Kenner asks about the longest-running advertising slogans in history.

Discussion:

Terry explores iconic slogans that have stood the test of time, emphasizing their enduring impact on brand identity.

• Wheaties – "The Breakfast of Champions" (1933):
  Terry (15:10): “He wrote Wheaties, the breakfast of Champions. It stuck and has been used for the past 92 years and counting.”

• De Beers – "A Diamond is Forever" (1940s):
  Established the association of diamonds with eternal love and engagement rings.

• New York Times – "All the News That's Fit to Print" (1896):
  Terry (18:00): “It's still the New York Times slogan to this day, 129 years later.”

• Morton Salt – "When it Rains, it Pours" (1914):
  Originated to emphasize the product's anti-caking properties, now a 111-year-old slogan.

Insights:

• Simplicity and Clarity: Successful slogans are concise, memorable, and convey a clear message.

• Emotional Connection: Long-lasting slogans often resonate emotionally with consumers, embedding themselves into public consciousness.

• Brand Consistency: Maintaining a consistent slogan reinforces brand identity and trust over decades.

Creativity vs. Client Safety in Advertising

Listener Question: Andrea White questions why, despite abundant creativity, many commercials seem repetitive and "boring."

Discussion:

Terry delves into the tension between creative innovation and client risk aversion.

• Client Hesitation: Bold ideas often intimidate clients, leading to safer, less creative outcomes.
  Terry (22:50): “The fresher the idea, the harder the sell to clients.”

• Award-Winning Agencies: He highlights that top agencies succeed by fostering creative cultures and persisting in advocating for innovative ideas despite client pushback.
  Terry (24:30): “These agencies have a creative culture… they fought for their work.”

• Supply and Demand: The dominance of a few creative agencies in winning awards illustrates the scarcity of truly innovative work in the industry.
  Terry (25:15): “You can't generate that much award-winning work inside a company that is miserable to work at.”

Insights:

• Balancing Act: Agencies must advocate for creativity without alienating clients, maintaining a delicate balance between innovation and client comfort.

• Cultural Impact: Creative, fun working environments foster the development of standout advertising campaigns.

• Market Dynamics: Clients' preference for safe bets over risky creativity can stifle industry-wide innovation.

The Rise of Dancing in Commercials

Listener Question: Barry Keifel humorously inquires about the prevalence of dancing in TV advertisements.

Discussion:

Terry addresses Barry's observation by dissecting various commercials that incorporate dance, analyzing their effectiveness and underlying motivations.

• Doordash – "Hamburger Song": Utilizes a catchy tune with dance to emphasize the joy of food delivery.
  Terry (28:40): “The lyrics contain a lot of food mentions which must have appealed to Doordash.”

• Stoke Cold Brew Coffee with Channing Tatum: Features dance as a form of team-building and brand association.
  Terry (30:25): “Everyone dance now. Soon the entire team is up dancing in the locker room.”

• Pharma Commercial for Jardiance: Uses dance to portray positive management of diabetes, making the message more relatable and uplifting.
  Terry (32:10): “It's a little pill with a big story to tell. Then the entire neighborhood joins her in a happy dance.”

Insights:

• Engagement Through Movement: Dance captures attention and makes advertisements more memorable and shareable.

• Emotional Connection: Dancing conveys emotions like happiness, community, and energy, enhancing the brand's appeal.

• Cultural Trends: Incorporating dance taps into current cultural movements, making ads feel contemporary and relevant.

Duration and Effectiveness of Advertising Campaigns

Listener Question: Terry himself poses a question about how long companies typically run ads before reevaluating their campaigns.

Discussion:

Terry explores the concept of ad longevity and the factors that determine when a campaign should be reevaluated.

• Until It Stops Working: The primary metric for ending a campaign is its diminishing effectiveness.
  Terry (34:50): “The easy answer is until it stops working.”

• Attribution Challenges: Measuring which specific ads contribute to sales can be complex, as shown in the Steinway piano example where a 25-year recall influenced a purchase decision.
  Terry (35:30): “Attribution is the term in the marketing industry that refers to the process of determining which ads are working.”

• Rosser Reeves and Anacin Campaign: Illustrates the impact of a consistent, albeit annoying, ad campaign that generated substantial revenue over seven years, despite lacking creativity.
  Terry (38:15): “When Anison worried their ad was annoying, Reeves said, do you want to be rich or do you want to be liked?”

Insights:

• Long-Term Impact: Some ads have a prolonged influence on consumer behavior, extending their value beyond immediate sales metrics.

• Consistency vs. Innovation: Maintaining a consistent message can build brand recognition, but the lack of creativity may alienate audiences over time.

• Performance Metrics: Modern advertising increasingly relies on measurable performance indicators to assess campaign effectiveness, especially in digital media.

Integrated Advertising for Multiple Products

Listener Question: Caleb McCordoff asks why companies rarely feature multiple products from the same parent company in a single ad.

Discussion:

Terry addresses the strategic considerations behind focusing on single products versus bundling multiple offerings in advertising.

• Golden Rule – One Product per Ad: Emphasizes clarity and creativity by avoiding information overload, allowing each product to shine individually.
  Terry (40:20): “Sell one thing well per ad… leaves a little room for creativity.”

• Exceptions for Related Products: When products share a common theme or complementary use, integrating them can be effective.
  Terry (41:10): “Febreze and Charmin can definitely exist in the same room.”

Insights:

• Simplicity: Focusing on a single product ensures the message is clear and the audience retains the key takeaway.

• Brand Cohesion: When products are related, showcasing them together can reinforce the parent brand's comprehensive offerings.

• Creative Flexibility: Limiting the number of products per ad allows for more innovative and engaging storytelling.

Advertising Agency Compensation Models

Listener Question: Graham Cooper inquires about how advertising agencies charge for their services—whether through flat fees, percentage of sales profits, or hybrid models.

Discussion:

Terry outlines the evolution of agency compensation structures, highlighting their implications for both agencies and clients.

• Historical Commission Model: Traditionally, agencies earned a 16.75% commission on media buys, incentivizing expensive campaigns.
  Terry (43:45): “The commission rate was 16.75%. It stood to earn the most commissions that way.”

• Shift to Diverse Compensation: Modern agencies adopt fixed fees, performance-based payments, or hybrid models to align incentives with client outcomes.
  Terry (44:30): “Today, compensation is fluid, taking several forms… more and more ad agency compensation is a hybrid of all of the above.”

• Performance-Based Pay: Especially prevalent in digital campaigns, where results are easily trackable and compensation aligns with achieved sales goals.
  Terry (45:15): “Sales goals achieved dictate compensation.”

Insights:

• Alignment of Interests: Newer models ensure that agencies are motivated to deliver tangible results, fostering better client-agency relationships.

• Transparency and Accountability: Performance-based compensation enhances trust, as clients see a direct correlation between investment and outcomes.

• Flexibility: Hybrid models offer adaptability, catering to diverse client needs and varying campaign objectives.

Regaining Awe from Classic Commercials

Terry's Reflective Segment: Favorite Campaigns That Shaped His Career

Discussion:

Terry reminisces about influential commercials from his early career, particularly those that combined humor, creativity, and effective messaging.

• 1960s Volkswagen Ads: Praised for their humor and creativity in making an unconventional car beloved.
  Terry (48:00): “They were funny, smart, and creative. They made an ugly little car the most beloved car in history.”

• 1994 HP Sauce – Singing Cow: Celebrated for its whimsical and memorable approach.
  Terry (49:10): “Words on the screen say HP sauce makes beef sing. So funny. So well done.”

• 1995 Toshiba Notebook Computers: Highlighted for its comedic portrayal of a common travel mishap, featuring Rick Waugh’s versatile performance.
  Terry (50:30): “He really only had one line to work with and he played it differently and hilariously in every scene.”

• Fruit of the Loom and Special K by Elsbeth Lyn and Lorraine Tao: Admired for their smart visuals and impactful messaging, emphasizing comfort and self-worth.
  Terry (52:45): “They brought a distinct female attitude to advertising. And they were just inducted into the Canadian Advertising Hall of Fame last week. It’s about time.”

Insights:

• Humor and Relatability: Effective ads often incorporate humor and relatable scenarios to connect with audiences.

• Creative Storytelling: Innovative narratives and memorable characters can significantly enhance brand recall.

• Diversity in Messaging: Incorporating diverse perspectives, such as a distinct female attitude, can resonate with broader audiences and address social themes.

Conclusion and Season Finale

As Terry wraps up the 20th season, he reflects on two decades of insightful discussions, creative explorations, and the loyal community that has grown around the podcast. He expresses gratitude towards his team, listeners, and contributors, sharing a sense of accomplishment and anticipation for future seasons.

“Hard to believe it’s been two decades already. And happy to say we’ll be back next January, so stay tuned.” (54:20)

Final Remarks:

• Acknowledgments: Expresses thanks to the production team, CBC, and the audience for their support.
• Looking Forward: Announces the continuation of the podcast in the upcoming year, maintaining excitement and engagement among listeners.

Notable Quotes

• “The biggest reason brands hire celebrities is because we live in a celebrity obsessed culture right now.” (10:20)
• “Sell one thing well per ad… leaves a little room for creativity.” (40:20)
• “These agencies have a creative culture… they fought for their work.” (24:30)
• “Attribution is the term in the marketing industry that refers to the process of determining which ads are working.” (35:30)
• “The public was like a stubborn donkey. You have to hit it between the ears with a sledgehammer.” (37:15)

Key Takeaways

• Celebrity Endorsements: Leveraging recognizable voices and faces can significantly amplify brand messages but comes with high costs and industry implications.

• Slogan Longevity: Timeless slogans are simple, emotionally resonant, and consistently used, cementing brand identities over decades.

• Creative vs. Safe Advertising: Balancing innovation with client risk aversion is crucial for producing standout ads, though it often limits creative expression.

• Dance in Advertising: Incorporating dance elements enhances engagement and memorability, aligning with cultural trends and emotional storytelling.

• Agency Compensation: Evolving from commission-based to performance and hybrid models ensures better alignment of agency incentives with client success.

• Classic Campaigns: Nostalgic and creative advertisements influence industry standards and inspire marketing professionals to strive for memorable storytelling.

This episode of Under the Influence with Terry O'Reilly serves as a testament to the dynamic interplay between creativity, strategy, and cultural trends in advertising, offering listeners both entertainment and valuable industry insights.