Where the Suckers Moon

Where the Suckers Moon chronicles the 1993 advertising campaign for Subaru of America through direct observation of the process. The book follows Portland agency Wieden & Kennedy's efforts to revive Subaru's brand and sales in the U.S. market. The narrative tracks the relationships and tensions between the car manufacturer's executives, the agency's creative team, and other key players involved in the multi-million dollar campaign. Rothenberg gained unprecedented access to meetings, strategy sessions, and the internal workings of both companies during this period. The book documents the realities of high-stakes automotive advertising in the 1990s, from initial pitches through production and market response. The account includes details about budgets, creative decisions, market research, and the complex dynamics between Japanese and American business cultures. Where the Suckers Moon offers insights into corporate decision-making and the intersection of art, commerce, and cultural values in American advertising. The book stands as a snapshot of a pivotal moment in advertising history while exploring universal themes about creativity in the business world.

Readers describe this as an detailed look at advertising agency culture and client relationships in the early 1990s. Many found it reads like a novel while providing an accurate portrayal of agency pitches, creative development, and campaign execution. Readers appreciated: - Behind-the-scenes access to agency meetings and deliberations - Documentation of both strategic and creative processes - Clear explanations of advertising industry dynamics - The author's neutral, observational writing style Common criticisms: - Too much focus on office politics and personalities - The story moves slowly in parts - Some found it dated for modern advertising practices Ratings across platforms: Goodreads: 4.0/5 (242 ratings) Amazon: 4.3/5 (31 ratings) Notable reader comment: "Provides more insight into how advertising actually works than any textbook" - Goodreads reviewer Critics point out it captures a specific moment in advertising history rather than providing guidance for today's digital landscape.

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📚 The book chronicles the spectacular rise and fall of Subaru's 1993 advertising campaign created by Wieden & Kennedy, offering rare behind-the-scenes access to both the car manufacturer and the advertising agency. 🎯 The title "Where the Suckers Moon" comes from an old carnival term for the midway, where carnival workers would try to entice people to spend money on games and attractions. 💼 Author Randall Rothenberg was a marketing columnist for The New York Times and later became the president and CEO of the Interactive Advertising Bureau (IAB). 🚗 The campaign documented in the book cost Subaru $75 million but resulted in declining sales and was considered one of the most notable advertising failures of the 1990s. 🎬 The book reveals that Wieden & Kennedy, despite being famous for Nike's "Just Do It" campaign, had never worked with an auto manufacturer before Subaru and struggled to understand the car industry's unique marketing challenges.