NYTimes: Use the Muscles Between Your Ears, Gym Urges

18 November 2008
One of the strongest words in advertising is, well, strength. The Army, which for the last two years has proclaimed it can make you “Army strong,” is adding a second theme to its campaign, “Strength like no other.” The American International Group has “the strength to be there” -- or had, anyway, until the financial crisis hit. And from the hall of fame comes “Stronger than dirt,” for Ajax detergent.

Making the ranks of strength marketers even stronger is Gold’s Gym International, with a campaign that carries the theme “Know your own strength.” The idea behind the campaign -- the first from its new agency, McKinney in Durham, N.C. -- is that strength goes beyond the physical.
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