The Bite of the Underdog

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Some of the most remarkable ads in the world took the position of the underdog. They celebrated their difference. They nipped at the heels of the big boys. They exploited precisely what put them down. Fat cats may sniff, but I think underdogs smell better. They spend their ad dollars better. They bark smarter.



Why does it work? This Nike spot (not an underdog brand, but one that understands underdog chemistry beautifully), explains it all.





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Gavin Barrett is Owner/Founding Partner + Creative Director, of award-winning Toronto agency Barrett and Welsh.

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About the ideawallah

Gavin Barrett is Owner/Founding Partner + Chief Creative Officer, of award-winning Toronto agency Barrett and Welsh. In pursuit of big ideas he has: nibbled on pigs' ears (not on a live pig at the time); gone elephant-back in the Thai jungle (no elephants were hurt); gambled in a Macau casino (was utterly destroyed). His ads: have run in 35 countries, helped elect prime ministers, attracted the ire of the lawyers for Dolly the clone sheep, drawn an angry crowd in Lagos, have been studied in business texts in Canada and India and received derisive mention in a John Irving novel. His poems: can be found in Penguin’s anthology of 14 contemporary Indian poets, Reasons for Belonging. He cannot: sing.

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