While it’s far too early for any candidate to earn the highly coveted Mortar Endorsement, we thought we’d take a moment to heartily applaud these ads from New Mexico Governor Bill Richardson. Two simple spots, with just a hint of humor to them, and the proverbial switchboards are lighting up.

The spots are the:

• 18th most viewed today on Youtube
   
• 3rd most viewed Political Video
   
• 2nd most linked-to political video
   

Why are people reacting so positviely to Richardson’s ads? Because political advertising is a wasteland.

And we’re insulting wastelands when we say that.

Richardson’s ads prove once again – creativity is the ultimate "force multiplier." It makes the little guy seem big. When you’re running a distant fourth in the horse race, do you do what everyone else is doing? We think not. We think, you get creative. Sure, being different is scary for some.  (The D.C. establishment is, as usual, scratching its collective head  over the spots,) And sure, everyone will tell you why you shouldn’t.
But the payoff? Unquestionably the biggest bang for your buck there is.

All it takes is a clear idea of where you are, and where you want to go.
And a spine. Vertebrates have a clear advantage in the marketplace.

Well done, Governor. We, along with many others, will be on the lookout for your next spots.

Anyone else out there want to do work people actively look out for?  Operators are standing by.

Good Day, Sir or Madam. We represent the Mortar Advertising Agency, of San Francisco, California, U.S.A. Are you experiencing the shame and pain of inferior advertising? Do your competitors kick sand in your face? Why not gamble a click and let Mortar turn your brand from “chump” into “champ”? Yes, ladies, Mortar now has Powerful Scrubbing Action. It’s lemony-fresh. It’s got a smooth taste that goes down easy and works every time. Especially when you’re having more than one. So come on up to Flavor Country. When you take the ’07 Mortar out on the highway, you’ll feel the power of her 100% American-made Dyna-Glide transmission and wonder, “How many licks does it take to get to the center?” But we won’t tell you, because it’s an Ancient Chinese Secret. A secret strong enough for a man. A man who brings home the bacon. Fries it up in a pan. And takes that delicious pan-fried bacon out for a night on the town it will never forget. Because it’s morning in America, folks. And out there, somewhere, is a man with a pocket full of bacon. He’s fallen, and he can’t get up. Sorry, Charlie – you’re soaking in it. Because when it absolutely, positively has to be there overnight, we wear short-shorts.

Now, more than ever. 

We’ve wrestled with an alligator; We’ve tussled with a whale;

We’re so mean we make medicine sick!

…Or at least our competitors. (And if you’re really sick, go to St. Mary’s ER. They can see you in 30 minutes or less. )

Mortar humbly accepts the plaudits of the Greater San Francisco Ad Club, who honored us with Gold and Silver Addy awards last night. Mortar won a Gold Addy in the Out of Home category for our "Famous Last Words" work on behalf of St. Mary’s Medical Center.

Our "Almost" campaign, on behalf of Isilon Systems, took home a Silver Addy in the Mixed Media/Cross Platform category. (And no, the fact that “Almost”  almost won gold is not lost on us. Oh, Ironic Judges, you crack us up. )

Our heartfelt thanks to the judges, (ironic and otherwise,) and to our wonderful clients: Erin and Ken at St. Mary’s Medical Center, and Jay, Chris, Grant and Erin at Isilon Systems.

In conclusion:
We’re too fast, we’re too pretty, we must be the greatest of all times!
Rumble, young Mortar, rumble!

Visit the Beliefs section of MortarAgency.com, and you’ll find the aphorism: “People aren’t stupid. Ads are.” Apparently, Pinnacle Foods is spending $30 million to prove our point. They’re rolling out a radio campaign that asks you to “Imagine you’re a bagel. Wouldn’t you rather be a Lender’s bagel?”
OK, we’re imagining. And we’re thinking:  “Would we rather be something fresh and authentic? Or would we rather be some weird Frankenfood with a consistency alarmingly like a racquetball?”
While we have to admit, it probably would be cool to be a Frankenfood…”Bagel mad! Bagel SMASH!” we don’t think most people will agree.
They’ll hear, “Wouldn’t you rather be a Lender’s bagel?” and say, “Um, no.”
If you ask us, there is a place in the world for Lender’s. They’re convenient. They don’t go stale very fast. They’re easier to fit into a toaster. They taste the same, every single time. That’s comforting, in a really weird way. There’s an idea right there: “Comforting, in a really weird way.” Pinnacle, call us, stat. As for the rest of you, let this be a lesson: People look for a reason not just to debunk your ad, but to disembowel it and dance the cha-cha on its sorry, shallow grave.

Your only defense is the truth. We recommend telling it.