Originally typecast early in his career, Bill Murray has blossomed into one of the most respected and versatile comedic talents in the world today. Along the way, he's developed a passionate and dedicated following due in part to an attribute of consistent unpredictability. Simply put, the Bill Murray brand has reached legendary status, and brands would be wise to learn from this. Rather than relying on re-hashing old ideas into new ones or patterning your advertising off of what competitors are already doing, brands should develop their own sense of unpredictability and work that into their overarching strategy. This talk focuses on some good examples of brands gone awesome and how going with your gut can sometimes change the world.

1. Making Ads
Suck Less
(or why brands should
be more like Bill Murray)

2. Bill Murray’s Transformation
1980
1988
1996
2004
2012

3. Consistent Unpredictability
He knows his “brand” allows flexibility.
He has a gut reaction to a situation.
He responds to the situation the only way he knows how (his brand voice).
He does not pass up an opportunity to do something awesome.

4. The Bill Murray Brand
“No one’s ever going to believe you.”
Frat Party Dish Washer
Karaoke Enthusiast
1-800-Bill-Murray
DJing with Wu Tang
BillMurrayStory.com

5. Brands can’t afford to shy away
from doing something awesome
Everything you do in life is essentially an ad (whether or not you show up to
a party drunk or if you’re a huge brand that donates 250k to charity.)
People react a certain way when you do things in life.
Brands should have an “awesome shit” budget. Seriously.
It’s not real-time. It’s not experimental. It’s not emerging media.
It’s a larger, but simpler idea than that.
The key is being able to recognize a unique set of circumstances that
compliment who your brand is, and reacting to those circumstances.

6. Nike: Something awesome, just do it.
The shoe
we’ve all
wanted for
25 years:
$10,000
Inspired by one man’s love of
rainbow, sugary goodness: $1,300

7. Spirit Air:
Relevancy, F*ck Yeah!
Timely responses to current, and the
occasional controversial event
Stepping outside of their comfort zone
IS their comfort zone
Real time relevance

8. Fathead: Turning crisis into opportunity

9. ...and then going above and beyond

10. Oreo: Advancing the human race
It was incredibly clunky, high pressured, and
a logistical nightmare
A bunch of decision makers in the same room
at the same time preparing for the unknown
When it happened they recognized the
opportunity and reacted
And every brand/agency in
America went to work the next
morning and said “How can we
do that?”

11. Awesome Shit Budget
ACTIVATED

12. But what would Bill Murray do?
Bill Murray would light a cigarette in the face of the unknown.
Embrace going outside of your comfort zone.
If you know your brand you can take the leap.
Bill Murray wouldn’t stress out about it.
There are successes and failures in any endeavor,
the question is “Hey man, did I make my point?”
Bill Murray would keep it simple.
Is it awesome? Cool let’s figure it out.
Is this kind of lame? Let’s move on.

13. Thanks for coming.
XOXO Mike
mikecole@reddit.com