His middle name was “Luck.”
But I don’t think Howard Gossage needed any luck to write great ads.
One of his most famous quotes was, “The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”
Now why can it be said that Howard was a digital guru?
Because in the digital space, going viral, or having an ad shared is a big thing.
Today, a lot of clients ask their agencies to create a viral ad for them. When asked what they mean by that, the agency is told it has to be funny, sexy, short, the usual suspects.
Agencies respond by saying going viral is really a crapshoot. It’s all a matter of luck.
All that’s nice, but all of that is also wrong.
Because the truth is, nobody shares ads.
Just ask the digital Howard.
The real fact of the matter is that nobody shares ads. People share what interests them, and sometimes it’s an ad.
The basics in this business haven’t changed.
Which is why if you would have asked Howard what it takes to have an ad go viral, the one thing he wouldn’t have said is “luck.”