The Big Idea - The Advertising of Commitment: A Case History on Eastern Airlines
Alex Kroll
I'm not convinced that the Eastern Airlines advertising I'm going to talk about is a big idea. It has reached a lot of people, and touched them, in a very special way, in a short period of time. It has changed some people's perceptions of what Eastern is and Eastern wants to be. But big? I'm very conscious of its humble origins. And I have searched it for signs of bigness. Height, weight, width, bulk. And there are none. Nobody rushed into my office...