About 20 years ago, I had an idea…a great idea, if I might saw so myself. But I didn’t have a client to sell it too.
The idea stemmed from a real life experience, which is where a lot of great ideas stem from. When I was with Leo Burnett, we lived in the town of Winnetka. In our yard was a large tree with a very low-hanging limb. The limb was just high enough where I would lift my young daughters up, so they could hang from it by their arms. After a few seconds, they’d let go and drop. I catch them…most of the time!
Before long they could climb the tree and out onto the limb and jump to me. I’d catch them…most of the time.
It was during one of those times when I pictured (in my mind) my daughter Sadie climbing up the tree and onto the limb and jumping, into my waiting arms. But instead of a little girl, I would catch a young lady in a wedding dress and then carry her to a waiting car that would take her to her wedding. I thought, Boy howdy, life really does come at you fast. Hence, the campaign Life Comes at You Fast.
I saved that idea for many years until the right client came along. Finally, when the time was right, I presented it to Steven Schreibman, the new brand steward at Nationwide. He saw the bigness of the idea and bought it. The idea revitalized a company.
I really thought the idea would last longer than five years. But things do change, particularly in the “not invited here” mentality of corporate America.
Here’s the irony of it all. Today, I got on Google Maps and looked up the old house in Winneta. I wanted to take a sentimenal journey via cyber space. Much to my suprise the “hanging tree” and limb were gone. In it’s place was a three-car garage.
I became sad. First, for the tree that held my daughters and all those memories and for a great campaign that could have lasted for decades. Oh well, life goes on…at a very rapid pace.