Tobie Group

47% of small businesses say they are using AI…somewhat. That means that greater than half of small businesses aren’t leveraging AI very much. Is that surprising? We really aren’t sure. It’s hard to know what the proper benchmarks should be. The figures were found in a recent Business Journals study. Most businesses still see AI as just to drive efficiency, not as a tool for strategy, insights, or decision-making. What results surprised you the most? The full study can be found in the most recent issue of The Phoenix Business Journal (paywall): https://xmrrwallet.com/cmx.plnkd.in/dXY4yRsW

"We feel like we're able to give our clients just the right strategic guidance—at the right time—to point them in the right direction. Sometimes, the things that they think are important aren't. We're able to help them pull back some of those layers and understand that there's a process that will lead to something different. " -Tobie Group Founder, Ryan Burch https://xmrrwallet.com/cmx.plnkd.in/dSBZMha7

We don't typically chase trends, but this was too good not to play with. We created action figures of our pups. AND, we also asked ChatGPT what our dogs would look like as humans. Right now, AI image generation still feels novel. Clunky prompts. Hit-or-miss visuals. A lot of “wow” mixed with a bit of “what?” But let’s be honest—this will probably feel quaint in a few years. We’ll look back on this era of creative AI the way we remember AOL chatrooms or getting kicked offline when someone needed the phone. This is the dial-up phase of AI. Will we feel nostalgic—like we do for Beanie Babies, Ninja Turtles, or our custom Myspace pages? Or will we think, “If only we knew what was coming…”? Either way, the only real mistake right now is not experimenting. Because someday soon, building a creative brief from scratch might feel as outdated as a Saturday morning cartoon that was just a long commercial for toys.

Good things come to those who wait. Some estimates say that more than 85% of people watch online videos without sound. In fact, we frequently adjust our client’s creative so that it works without audio. But for today’s #ClassicCampaigns feature, we’re asking you to turn up the audio—because this one requires it. UK viewers will instantly recognize Guinness’ iconic “Surfer” ad from 1999. Set to the rhythm of Leftfield’s Phat Planet, this spot is nothing short of cinematic. It shows surfers waiting for the perfect wave, finally rewarded with thunderous white horses crashing into the sea—a metaphor for the campaign’s tagline, “Good things come to those who wait.” While the US view of Guinness often centers around St. Patrick’s Day celebrations, “Surfer” took the brand’s storytelling to new heights. Directed by Jonathan Glazer, shot with a $6 million budget in Hawaii, it has been widely recognized as one of the greatest ads of all time. So, this St. Patrick’s Day, pour yourself a pint, turn up the sound, and give this one a watch. #StPatricksDay

For this week's installment of #ClassicCampaigns, we’re rewinding (pun intended) to one of the most iconic ads in music and advertising history: Maxell’s “Blown Away Guy.” Starting as a print ad in Rolling Stone in 1980, this campaign quickly became a pop culture phenomenon. Most probably will recognize the still image of the man sitting in a chair surrounded by sound waves, his hair and tie swept by the force of the music. The campaign was meant to showcase Maxell cassette tapes’ unbeatable audio quality—so powerful, it might as well "blow you away." The ad was such a hit it spawned everything: TV spots, bumper stickers, Halloween costumes, and countless parodies. Cassette tapes may feel like ancient history today, but this image and campaign has stood the test of time.

“Here’s to the crazy ones.” On what would have been Steve Jobs’ 70th birthday, we’re celebrating one of Apple’s most #ClassicCampaigns: “The Crazy Ones,” from their 1997 Think Different campaign. When Jobs returned to Apple in 1997, the company was on the brink of bankruptcy. The Think Different campaign repositioned Apple as a brand for those who see the world differently. It was the first major step in transforming the company into the cultural and technological powerhouse we know today. They say it’s the good ones that are gone too soon, but maybe it’s also the "crazy ones." Today, we remember the genius who made “Think Different” a way of life for marketers, creators, advertisers, and all of those who remember that, “…the people who are crazy enough to think they can change the world, are the ones who do.” The full transcript from the ad is a thing of beauty: Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

"Aaron Burr, sir." Long before Hamilton took Broadway by storm, 90s TV viewers knew exactly who shot Alexander Hamilton—thanks to one unforgettable commercial. In the California Milk Processor Board's 1993 “Aaron Burr” spot, a hapless curator of the Aaron Burr museum has all the knowledge - but none of the milk. Directed by Michael Bay (yes, that Michael Bay), the ad brilliantly combines humor, suspense, and…a love for dairy. The ad helped launch the iconic got milk? campaign by Goodby Silverstein & Partners, cementing itself as one of the most celebrated advertising efforts of the 90s. The tagline became a cultural touchstone. The campaign was just one of many #ClassicCampaigns churned out by Goodby Silverstein & Partners in the 90s and early 2000s. Proof that sometimes, a simple idea (and a glass of milk) is all you need to create a classic. History of the got milk? campaign: https://xmrrwallet.com/cmx.plnkd.in/dMCvc-W2

Before Hinge, Tinder, or even swiping right, Google sold us a love story the old-fashioned way—through a search history. For Valentine’s Day, we’re throwing it back to Google's #ClassicCampaigns 2010 Super Bowl ad: “Parisian Love.” It features one lucky (ambitious) who searcher went from “study abroad Paris” to “how to impress a French girl,” to… “how to assemble a crib.” Proof that love isn’t just blind—it’s heavily dependent on Google autocomplete. Let’s be honest: if this ad aired today, those same searches would probably be followed by nonstop ads for budget flights to France, beret tutorials, and dating apps claiming to help you find your soulmate (spoiler: it’s still Google). But in 2010, this ad had us swooning. It was sweet, simple, and relatable. Because if love isn’t Googling “long-distance relationship tips,” then what is? Happy Valentine’s Day, and good luck with your search. #ValentinesDay

So many of our #ClassicCampaigns ads debuted during the Super Bowl. It’s literally impossible to choose one (let alone 10 or 20) that are the best ads ever. Regardless, when it comes to iconic Super Bowl ads, the Budweiser Frogs are impossible to forget. Debuting during Super Bowl XXIX in 1995, the three frogs—Bud, Weis, and Er—croaked their way into advertising history. The campaign became a cultural phenomenon, spawning sequels, merchandise, and even a storyline featuring the wisecracking Budweiser chameleons who replaced the frogs in later ads. (Did anyone have the chameleon’s music album? Yes, it was a thing.) Adweek called it one of the “most iconic alcohol campaigns in advertising history.” If we have any criticism for the campaign, it’s that 5+ years of beer frogs and lizards got stale.

"Had it not been for Ally & Gargano, Federal Express would probably not exist today." – Fred Smith, Founder and CEO of FedEx For today’s #ClassicCampaigns spotlight, we’re rewinding to 1981, when Federal Express (now FedEx) teamed up with Ally & Gargano to showcase how the company helped businesses operate at the new speed of the world. The star of the ad was John Moschitta Jr., who played the fast-talking executive Jim Spleen. The campaign won six Clio Awards, including Best Performance–Male for Moschitta, and was later named one of the most effective campaigns in advertising history. According to Moschitta, he performed 29 flawless takes during filming, earning him the nickname “Motormouth.” If Moschitta looks familiar to you, it might be because he also starred as "The Micro Machines Guy," in the micro machines commercials. Ally & Gargano closed its doors in the mid-nineties, but their mark on the speed of business (and on unique ad campaigns) persists today.