  "Champions aren't made in the gyms. Champions are made from something they have deep inside them - a desire, a dream, a vision. " From Tom Asacker's BLOG...how can we apply this aspect to the "stale" programming elements in place in our radio stations? What are our causes? From "Ring around the collar" to "Go ahead. Get dirty. " Even Unilever knows that 'problem-solution' marketing is passé. We certainly know by now that Wisk cleans dirt and stains, so why keep telling us? We'll simply tune the message out (despite what many ad pros continue to believe). I like Wisk's new attempt to be relevant and have some fun. Maybe it's because I'm a big kid at heart. Take a look at their web site: AmericaNeedsDirt.com. They show jars of dirt with headlines like: "Reintroducing the world's first toy," Keep in the reach of children," "Messy=Fun," and "Your long-lost childhood friend. " They are also trying to tap in to some of our culture's real needs; like getting people to exercise and play more to fight stress and obesity.
Here are a few "factoids" included in some of their ads: "The average American child watches four hours of television a day," "On average, Americans spend over 90 percent of their lives indoors, " and "Studies suggest that preserving a sense of fun helps manage stress. " So here’s my question: if something as banal as detergent can have some fun and champion a cause, why can’t you? 
