IT Insights Blog — determination

Advertisers like to work with running themes. Someone has a good idea for a commercial. The finished product seems to strike a chord with consumers. So why reinvent the wheel? It's much easier change a few things here and there and stick with what works. People enjoy familiarity, after all, and we especially like to be reminded of something that made us laugh. Insurance conglomerate GEICO is a master of this model.

A few weeks ago I was driving on the freeway to one of my favorite restaurants. The closest location is about 25 minutes away, and my friend and I were whizzing along at a great pace, radio blasting and stomachs hungry for the delicious food we would soon be eating.

On Sept. 13, 1969, backstage at the Brooklyn Academy of Music, Arnold Schwarzenegger, Europe’s best bodybuilder is preparing to go onstage for his first Mr. Olympia contest. Full of confidence, he is warming up and flexing in a mirror. Suddenly, Sergio Olivia, the current and three-time Mr. Olympia, quietly enters the room. Standing off to one side, Olivia casually steps out of his overalls and flexes. At that moment, Arnold realizes he is not going to win.