There are many defining qualities of a brand. At Jack Morton, we often talk about the fact that a brand is not defined by a logo or typeface. Indeed, it takes far more than those elements to become a true experience brand. 

That said, I caught this Mad Men transit ad in the subway of NYC this weekend and thought it was some of the best creative - and uses of brand - I’ve seen in a long, long time. On its surface, this ad certainly does rely on the show’s visual identity to trigger brand recognition, but I would argue that the ad itself (despite how traditional the medium) is a qualified brand experience.

Why? It creates a brand experience for the people who matter most to the brand. In this case, Mad Men is making a play to reach the people who matter most to the show: its evangelists - the past viewers who have been tapping their toes for the excruciating 525 days the show will have been off the air. The creative, which references the shows introductory sequence, treats past viewers and fans as insiders, providing just enough information so that they are able to understand the message, but not enough so that everyone is in on the experience.

This ad is authentically Mad Men. Thematically, it’s appropriate to create a sense of an insiders club… a group of viewers who don’t even need to know what time the show is on and who are just being given a subtle reminder of the show’s return date. It’s inviting me (and other passer-by fans) to engage, by assisting the show to spread the word. Perhaps even translate the ad for a friend you’re with. In the end, this Mad Men work just goes to show that brand experience and be created even in the most traditional and simple media. Kudos to Mad Men. It probably goes without saying, but I’ll be tuned in.

(Source: farm8.staticflickr.com)