Alper Strategies created an Award-winning ad called, “Workers Talk Dirty.” AAPC sat down with Jill Alper, President of Alper Strategies to discuss the concept and creation of this special ad. Read the full interview when you click the blue button below.
AAPC: Congratulations on winning a Best of the Best Award! How did you go about creating the idea that you eventually submitted for the Digital/Internet ad, “Workers Talk Dirty”? Did you have several ideas or did you settle on your final idea straight away?
Jill: Thank you – we’re so grateful to have been recognized by the AAPC for our work with the Michigan Regional Council of Carpenters!
The idea for “Workers Talk Dirty” came from a collaboration with our client. They wanted to channel the real emotion workers have about the importance of prevailing wage, as well as to educate and inspire others to take action – and to weigh in with the legislature against a repeal. During our brainstorm – this was our first, outside the box idea. Our client really listens to their members – so they knew how exactly how they felt. We asked them – what are they saying? And they said, “What the F***!?” – so we just rolled with it.
AAPC: Were there challenges along the way you had to overcome to get this ad completed?
Jill: Not really. There was a heck of a lot of laughter on location. Though – it was a small challenge to get the carpenters, operators and laborers featured in the ad to just let it rip! It’s not every day one utters expletives loudly to a camera.
AAPC: Why do you think this ad was so successful compared to any other? Did you know right away that you had an award winning ad?
Jill: The ad uses the “responsive chord” approach – a technique that activates emotion within the viewer, causing the viewer to internalize a response to a question or to statements made. It isn’t an ad that tells people what to think. When an audience hears people express themselves in a real and authentic way, it’s powerful. And, yes, we left the shoot thinking the workers had created something unique.
AAPC: Can you give any advice for organizations just getting started in the Digital/Internet space?
Jill: Listen to your audience – actively. Align on values. Put emotion at the core. Engage. Develop a relationship with them. If you do these things, your creative will be impactful, and your organization will thrive.
AAPC: Can you tell us what it means to your firm to be a Best of the Best Award winner?
Jill: It means a lot – and again, we are so thankful. The Pollies are an opportunity to be validated in an unusual profession by other experts. This category was not only judged qualitatively, but also quantitatively, so it means even more to us to be recognized for creating something that produced results for our client. Though I’ve been working on award winning ads and effective creative with other media consultants and on my own for nearly two decades, it’s invaluable to have this recognition as we start this new business. It’s a source of pride for the team who worked on it – and for the client and their members, too – and inspires infectious creativity.
AAPC: Can you share a bit about what you are working on now?
Jill: We do a variety of work – corporate, political, and non-profit – though a few in the political space include: The Voters, Not Politicians movement – which is a massive, grassroots, non-partisan, effort designed to end gerrymandering in Michigan. And we’re also proud to be working with democratic entrepreneur Suneel Gupta running for Congress in MI-11, and many women running for state-wide office across the United States.