It's "Ugly" But I Love It

by Steve Fodor


Two things I love – fishing and great advertising.


This is another example I show people when they ask me, “What’s your idea of great advertising?”


I love this spot for Ugly Stik fishing rods. Truly, Ugly Stik lives up to its claim as “America’s most popular fishing rod.” And the positioning line they’ve stayed true to, “America’s strongest, most sensitive rod” sums up the product’s core advantage.


But what’s great about this spot? They resisted the temptation to focus on product features in a literal sense. All the benefits of durability, dependability and long lasting are implied and you, the viewer, make that connection yourself. The literal benefits are elevated into an entertaining story of how the “typical” fisherman feels about fishing. It’s empathetic, humorous and fun to watch. The folks at Ugly Stik (Shakespeare Fishing Tackle) “hook” you with emotional interest and then “reel you in” with the rational payoff (strength and sensitivity).


It would have been so easy to fall into the trap of explaining how Ugly Stiks are made, their proprietary processes and the like. I can also imagine some very trite and obvious creative executions playing on the “strong yet sensitive” positioning line. And Ugly Stiks do have some distinct product advantages (trust me…I research fishing poles). But this spot is a great example of understanding the customer in more than just demographic terms. This spot demonstrates an understanding of how the typical, recreational fisherman feels and how fishing fits into their life.


It doesn’t matter if you like to fish. And it doesn’t matter if you’re selling consumer products or industrial goods and services in the business-to-business world. No matter what, the principle of understanding your target audience as human beings first is the foundation of creating effective communications in any medium. I commend the good folks who have made the Ugly Stik brand such a strong one. Enjoy the 30-second clip.