The Reviews are in

Years ago (oh great another pining for the past) I toiled at one of the big ad agencies. At that time there were many. Now there are few. Complements of the bean counters and the ruthless, craftless mucky mucks who control the 5 Holding Companies.

(Holds hand to cup ear)

I'm being told there now only 3 Holding Companies.

Soon to be one: HackCo.

In any case, we were pitching another one of those brandless, shitty chain of motor lodges that line America's service roads, like so many discarded Slurpy cups. The name of the chain doesn't really matter. Just knowing you can lay your head down for a night for about 89 bucks was the best they have going for themselves.

You know the culprits:

Quality Comfort

Comfort Inn

Quality Inn

Days Inn

Econo Lodge

Upon mulling this over with my partner John Shirley and the many talented kids we had working for us, we decided that of all things we could be, CLEANEST would be the best.

It was a single minded platform that could distinguish our nameless brand from all the competitors, all of whom were in clear sight once exiting the highway at the intersection of Bland and Craptastic. Moreover our  Clean strategy played into a zeitgeist we're all familiar with.

If after pulling up to the red light following a grueling day of driving, and you have to choose between the 4 equally abysmal chain options on all sides, which one would you go opt for? I suggested, perhaps I did so with too much passion, that you would choose the brand that associated itself with CLEAN. I don't know about you, but I'm picky where I lay my head down to sleep.

Sadly, and this was a long time ago, I was answering to a clownish buffoon who had well exceeded his capabilities. He disagreed. In a slovenly manner.

"Where's the data to back you up?" he slurred.

I just went on gut instinct and didn't have data then. 

But I do now. 

For the past year I found myself in the Hospitality business and now have first hand knowledge of what people are looking for in temporary quarters. Here's a compilation photo of the reviews (all 5 Star, BTW) for my modest Airbnb in Palms Springs.

A full 50% of guests remarked on how clean the place is. And the other 50% implied it.

Is this conclusive evidence that our CLEAN campaign would have been better than what replaced it? A bullshit, say-everything-and-in-effect-say-nothing campaign about 52 cable channels, free parking and free paper clips for the traveling businessman or businesswoman? 

Hardly. 

But we didn't win account. And I'll take some validation anywhere I can get it.