Stern Warning

Tasked with seeking out staid advertisers for radio host Howard Stern, in partnership with Brand Buzz, Samuel Franco created the concept behind, (and coined the slogan of), the campaign, Stern Warning. The purpose of the campaign was to transform Howard Stern, in the eyes of advertisers, from a crass shock jock to a crass shock jock that can deliver messages and provide priceless endorsements for some of America’s leading brands.

The advertisement, seen below, touted that “Most of Howard’s listeners are affluent, well-educated professionals.” And it was all true, as Howard had, and continues to have, an incredibly loyal following that has attracted a host of major blue-chip advertisers. True to Howard’s persona, the ad depicts a female face, half-covered by a leather S&M mask, the other half swathed in a mud pack and cucumber eye-wrap. The purpose of featuring a female in the advertisement wasn’t lost on the campaign and had a two-fold effect, one highlighting Howard’s known affinity for talking about women on his show, and two, most importantly embracing the fact that data from the show has revealed that close to 60% of Howard’s listeners are, in fact, women.

The campaign was a resounding success and increased ad sales for The Howard Stern Show by over $15 million within two years.

Credits