Joseph Jaffe Quotations

It's the opposite of buying a spread in a newspaper or a slew of 30-second slots on TV, ... Studios need to stop trying to reach the most people and focus on reaching the best people.

In the past, advertising has for the most part been about three things -- to inform, to persuade, and to remind,

You can be sure that a good percentage of people who saw the movie came across this game online,

There's a demonstration of the essence of the brand, of creativity. In this case, it's not just talking about it, it's actually producing the bottles. The added touch of 'lights-on' and 'lights-off' views is really smart as well. The idea of seeing them in context at a bar or party makes them that much more desirable.

It should be a stern wake-up call to agencies. If you're not going to take risks and be creative, consumers are going to do it for you.