Where the Suckers Moon

By Randall Rothenberg,

Book cover of Where the Suckers Moon: The Life and Death of an Advertising Campaign

Book description

"For all the right reasons." "Cars that can." "What to Drive." "The perfect Car for an Imperfect World." Only one of these slogans would be chosen by Subaru of America to sell its cars in the recession year of 1991. 

As six advertising agencies scrambled for the account and the…

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Why read it?

1 author picked Where the Suckers Moon as one of their favorite books. Why do they recommend it?

Randall Rothenberg, an advertising industry reporter for The New York Times, applied the Tracy Kidder Method of journalistic immersion in a process or profession to a single advertising campaign from start to finish. He chose wisely, focusing on the then up-and-coming Weiden + Kennedy—an ad agency riding the success of Nike’s “Bo Knows” commercials. His choice of product? Subaru of America, which, at the time, was the cellar-dweller of Japanese imports. Rothenberg effortlessly captures the high-stakes tension of the ad industry while not neglecting aspects of the industry that are more smoke and mirrors than research-grounded truths.

Rothenberg is exceptional…

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