What Ad Creatives Can Learn From “American Pickers”
Have you ever watched that show where a group of eccentric personalities look at a whole bunch of junk, then judge it based on which part of it they think they can make the most money off of?
No, I’m not talking about American Idol. I’m talking about American Pickers.
Watch Mike, Frank and Danielle search the backroads of America for “rusty gold,” and you won’t see a ton of behavior most people would want to emulate. They frequently overpay for the (often literal) trash they buy from people, their rule for joke-telling seems to be “the cheesier, the better” and you know they can’t smell all that great at the end of a long day of dumpster diving.
But if you’re in the business of creating advertising, these dudes should still be your role models. Here’s why:
- They see things differently than most of us – That broken-down bicycle with the missing wheel? It’s a rare piece of Americana. That moldy-looking film all over this old trunk? It’s a patina – and it gives it some character! When you’re trying to tell an engaging and exciting story about your brand, a little fresh perspective like this is exactly what you should be searching for. If all your competitors are talking about their products in one way, it could be the perfect time to talk about yours in a completely different way.
- They’re not afraid to take risks – The pickers know a lot about their particular areas of expertise. For Mike, it’s motorcycle gear. Frank? He’s “an oil can guy.” But sometimes they’ll come across something totally out of their comfort zones, that they’ve never even seen before. Even though they may have no idea what something like that is worth, they’ll often take a chance on it and buy it. When you’re trying to come up with a truly breakthrough idea, it’s not going to look like anything you’ve seen before either. But if you can recognize the potential value in something bold, unexpected and new (and get your client to do the same), it could be the most rewarding “pick” for all of you.
- They never give up – Many times, Frank and Mike will spend hours digging through a dilapidated old barn without finding anything cool enough to buy. Or they may find lots of great junk, but just can’t seem to get the owner to make a deal with them. When that happens, the guys do a great job of staying positive. They “never give up on a pick,” since that one amazing deal they’ve been looking for could be right around the corner (or underneath that pile of rat feces over there). Ad professionals would be wise to do the same. If the “big idea” isn’t coming, keep digging – it’s in there somewhere. And if your client isn’t buying, keep trying – one breakthrough could be all you both need to start a long and wildly successful relationship.
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One Response To “What Ad Creatives Can Learn From “American Pickers””
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We LOVE American Pickers and I have a feeling they do “QUITE WELL” Picking as well as from the show about it! Strange–I went ‘picking’ with my father in the local dump when I was a Kid (60s). I don’t remember “The Dump” being a Hazardous place or even smelling that badly but rather a place where we got some “Great Finds” and I have many fond Memories. Maybe that is why I “picked” a lot of GOOD STUFF from the Dumpster when I was single and lived in an apartment complex. Also, locally Otterbein college Professors “pick” from the college dumpsters when kids move out and donate a lot of Really Good Stuff to local charities. Enjoyed the article! Pat