Athletic Impetuosity, Billionaires' Bad Taste and Gubernatorial Physique at Play in 100th Anniversary Stock Show Campaign

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National Western Stock Show 100th anniversary ad campaign juxtaposes a century of tradition and comtemporary pop culture. The multi-level campaign compares the "stars" of the show -- in this case the featured animals -- to human celebrities. One billboard contrasts the Stock Show's broncos to their NFL counterparts, while another compares a certain "beef" to a well-known billionaire's bathroom with the headline "Marbled Like a Trump Bathroom."

Animals beat out their handlers for celebrity status in the National Western Stock Show’s 100-year anniversary advertising campaign.

The multi-level print, tv, radio and outdoor campaign, which has just begun to break, features the “rock stars” of the Western Way of Life – in this case, the various animals featured at what is the world’s largest show of its kind. Annual attendance at the rodeo and livestock show exceeds 600,000, and brings more than $76 million in revenue into the local economy.

“One look at a rodeo horse or a prize steer and you tend to forget about the overpaid prima donnas that pass for media celebrities today,” said Chris Birt, creative director and principal of Andrews/Birt. “Westerners have always felt this way; our campaign aims to bring that very fact to light,” said Birt.

Central to accomplishing this objective is a campaign that compares the “stars” of the show to the other venues that compete for public attention. One billboard (pictured) compares the Stock Show’s broncos to their NFL counterparts, while another ad brings a certain “beef” and a well-known billionaire’s bathroom into comparison with the headline “Marbled Like a Trump Bathroom.”

Other ads (including radio spots) talk about muscle definition, headline “More Cut Than a California Governor”; baseball players, headline “Free Range or Free Agent?” and a host of other topics that poke fun at the current “rock stars” of human society.

National Western management hired A/B to “freshen up” the Stock Show’s image, after seeing what the firm did for a number of other venerable institutions, including libraries and state fairs.

The campaign kicks off a series of promotional events leading up to the stock show, including an invitation-only “open air” press conference scheduled for December 14. For more on the press conference and the advertising campaign, please contact Chris Birt at 303-995-0460, cbirt@abagency.com or Heather Lusky at 720-839-9530, hlusky@abagency.com.

ABOUT ANDREWS/BIRT ADVERTISING: A/B is a full-service regional advertising and new media firm with offices in Denver and Minneapolis. Founded in 1994, it is one of the fastest growing independent agencies in the west and central U.S.

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Heather Lusky