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My Life In 30 Seconds From Linda Kaplan Thaler The True Queen Of Advertising · Arroe Collins Like It's Live

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  Speaker 1: It's not just a podcast. It's a podcast network. That
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  Speaker 1: was my vision in 2010, to create a network where
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  Speaker 1: you had the power of choice and owned it like
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  Speaker 1: you live it every day. Arrow.net, A-R-R-O-E.net. One of the
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  Speaker 1: top shows, Street Speak with Alexa and Clarence. It really
• 0:17
  Speaker 1: is Alexa from Amazon. You're having the conversations, but do
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  Speaker 1: they go as deep as these two? Only on Arrow.net, A-R-R-O-E.net.
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  Speaker 1: Enjoy your exploration. I got to ask you a question.
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  Speaker 1: Here in Charlotte, the Kaplans have been such a major
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  Speaker 1: part of the broadcasting industry. Are you part of the
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  Speaker 1: Kaplan family of the Carolinas?
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  Speaker 2: No, I'm part of the poor Kaplan family from Bronx,
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  Speaker 2: New York. No money. No money in our family.
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  Speaker 1: And you said that under 30 seconds. You still have
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  Speaker 1: plenty of time to go. Oh, God.
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  Speaker 2: Man, I'm always a Bronx girl. Never left.
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  Speaker 1: Owen, wouldn't it be great, though, that if we could
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  Speaker 1: ever do an advertisement that didn't have 75 seconds worth
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  Speaker 1: of words in 30 seconds, it just seems like that's
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  Speaker 1: all they want to do anymore is just throw in
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  Speaker 1: the words.
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  Speaker 2: I know. I know. I can't tell you how many
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  Speaker 2: clients I had to talk into. Please, just give me
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  Speaker 2: one thing that you want to get across. That's all
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  Speaker 2: I can say in 30 seconds. One thing. In Aflac,
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  Speaker 2: it was, you know, with all this mound of information,
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  Speaker 2: what's the real problem? Well, to the CEO, nobody can
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  Speaker 2: remember the name of my company. I said, well, that's
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  Speaker 2: what our ad is going to do. Yeah.
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  Speaker 1: In 2010, while with iHeartRadio, I sat there because I
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  Speaker 1: was a production director of iHeart. And I kept telling him,
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  Speaker 1: we got to go into this podcasting thing, except I
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  Speaker 1: don't want to do interviews. I want to put the
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  Speaker 1: clients in there because I wanted the clients to be
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  Speaker 1: number one. And they kept looking at me going, I
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  Speaker 1: don't know what you're doing, but just keep doing it.
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  Speaker 1: And now in 2026, you're going, we were talking about
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  Speaker 1: this 16 years ago, people. And you didn't know what
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  Speaker 1: I was doing. Linda, what have you gone through? I mean,
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  Speaker 1: because you know that we're visionaries. You know our heart
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  Speaker 1: is always on the ground and we're listening for the
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  Speaker 1: next new thing.
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  Speaker 2: Yes. In my case, it's like being very attuned to
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  Speaker 2: what's going on in the culture. Also, we don't listen
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  Speaker 2: with our gut. I have a chapter where I just say,
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  Speaker 2: feel before you think. You know something before you know it.
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  Speaker 2: I call it the chill factor when it came to
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  Speaker 2: doing advertising that was emotional. And if I got chills,
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  Speaker 2: it meant that everybody in the world who was going
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  Speaker 2: to see that Kodak ad or whatever it was they
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  Speaker 2: were watching, they were going to get chills as well.
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  Speaker 2: And because it's something that's bred into our DNA, that
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  Speaker 2: alarm instinct, you know, when we were cavemen, it was
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  Speaker 2: like if somebody was going to hit us with a club,
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  Speaker 2: our hair would stand on end, we'd get chills. The
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  Speaker 2: same thing happens when something good apparently happens that startles you.
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  Speaker 2: You know, you're watching a newborn puppy being born or
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  Speaker 2: you're watching something that suddenly brings you to tears. Your
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  Speaker 2: skin is going to tell you what you are feeling
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  Speaker 2: and then you have to interpret it and people just
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  Speaker 2: throw out ideas because they're not feeling them they're just
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  Speaker 2: trying to logically figure it out which is the worst
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  Speaker 2: thing you could possibly do.
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  Speaker 1: So in a very creative way and and i do
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  Speaker 1: because because i do watch a lot of late night
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  Speaker 1: television these these these commercials that deal with animals cats
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  Speaker 1: i mean they have to be brilliant because i get
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  Speaker 1: the chills every single freaking time i watch one of
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  Speaker 1: those commercials Yes.
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  Speaker 2: The only problem is that I always say to people,
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  Speaker 2: you know, it's like throwing a pie in somebody's face,
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  Speaker 2: but then you have to sell them the whipped cream.
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  Speaker 2: If you show some beautiful golden retrievers, I have a
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  Speaker 2: golden retriever, and I could spend hours going down the
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  Speaker 2: rabbit hole or the golden hole of watching golden retrievers.
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  Speaker 2: But if you're not trying to sell me something like
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  Speaker 2: a new dog food. many Super Bowl ads, people would
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  Speaker 2: say to me the next day, oh, I love that
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  Speaker 2: ad with the monkey wearing the pilot's hat. And I go, yeah,
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  Speaker 2: what was the ad for? I don't remember, but it
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  Speaker 2: was such a great ad. I said, no, it was
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  Speaker 2: a piece of entertainment. It was a lousy ad. They
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  Speaker 2: just wasted $ 8 million showing it.
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  Speaker 1: Oh, my God. We are from the same page because
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  Speaker 1: I'll sit there. These these people will brag about it's
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  Speaker 1: been family owned and operated for 35, 40 years, blah, blah, blah.
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  Speaker 1: And I keep going, I don't care. I really don't care.
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  Speaker 1: How am I going to save people money and how
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  Speaker 1: can I get your name in there five more times?
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  Speaker 1: We've got to get them to move.
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  Speaker 2: I know, you know, a great speech writer. Patricia Fripp
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  Speaker 2: once said to me, the only three things that matter
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  Speaker 2: are who cares, so what? What's in it for me?
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  Speaker 2: I do keynotes all over the world, right? And everything
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  Speaker 2: I do is I'm going to be telling a story.
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  Speaker 2: People don't remember facts. They remember stories, right? If you say, well,
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  Speaker 2: the man was in the bathtub. He died at 3.05 p.m.
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  Speaker 2: He blah, blah, blah, blah, blah. They'll remember it. But
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  Speaker 2: what they will remember is the woman saying, I caught
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  Speaker 2: my husband in the bathroom with another woman and I
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  Speaker 2: stabbed him to death. Don't remember that. Yep.
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  Speaker 1: Well, look at it. Where's the beef? I mean, to
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  Speaker 1: this day, those that have, yeah, I mean that, that
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  Speaker 1: we still know Wendy's. I, and I don't know if
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  Speaker 1: that's because I'm that generation, but if I hear anybody say,
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  Speaker 1: where's the beef? I automatically go to Wendy's.
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  Speaker 2: That's right. And I will tell you what happened with,
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  Speaker 2: with Kodak is we were doing these very heartfelt Kodak
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  Speaker 2: commercials and And that made people cry. And then one
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  Speaker 2: day I heard a woman on Jay Leno, an actress saying,
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  Speaker 2: my son took his first step. It was a real
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  Speaker 2: Kodak moment. And I went back to the agency and
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  Speaker 2: I said to my group, did anybody, did we ever
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  Speaker 2: put that in our advertising Kodak moment? Nope. I said,
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  Speaker 2: now we will. And I wrote a song called Kodak
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  Speaker 2: moments and Kodak moments as part of the American culture.
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  Speaker 2: because I grabbed it from somebody who just said something.
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  Speaker 2: And so that's why you have to be so attuned
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  Speaker 2: what's going on in the world to what people are
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  Speaker 2: saying and what people are feeling. Yeah.
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  Speaker 1: But Linda, did you ever run into somebody that was
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  Speaker 1: a little bit higher than you that told you that
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  Speaker 1: I don't want your passion? I'm not interested in your art.
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  Speaker 1: Just cut this commercial. I don't care if you have
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  Speaker 1: to bang it out. And I sat there in the studio.
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  Speaker 1: I wanted to cry because I felt like you are
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  Speaker 1: not listening to what I'm pouring out here.
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  Speaker 2: Yes, that's basically happened more times than I could possibly imagine.
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  Speaker 2: People would just say to me, you know, I did
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  Speaker 2: something for the Kodak disc camera years ago. It was
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  Speaker 2: a lousy camera where you put in this piece of
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  Speaker 2: disc thing and it was, you know, and they weren't selling.
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  Speaker 2: And I wrote this catchy jingle because I said the
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  Speaker 2: only thing that's worthwhile for us, for people who don't
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  Speaker 2: know how to use a camera, so I wrote this jingle.
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  Speaker 2: I don't want it. I'm sorry. That's the Toys R
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  Speaker 2: Us song. I wrote this jingle. called, I'm going to
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  Speaker 2: get you with the Kodak disc. I'm going to get
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  Speaker 2: you with the flick of a wrist. Just like this.
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  Speaker 2: Kodak almost bodily threw me out of the room. They said,
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  Speaker 2: this is a scientific breakthrough. We want people to understand
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  Speaker 2: everything that we did to get it. And I said,
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  Speaker 2: nobody cares about what you did to get it. All
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  Speaker 2: I want to tell them is that kids and, and
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  Speaker 2: people who are, you know, PhD pushier dummy, you know,
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  Speaker 2: that's how they use a camera that it's easy to use.
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  Speaker 2: And they said, Anyway, we put the ads on the
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  Speaker 2: air and the camera completely sold out. I mean, completely
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  Speaker 2: sold out. And everybody was singing the song. Now, it
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  Speaker 2: was a lousy camera. So eventually they stopped making it.
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  Speaker 2: But that jingle lasted for a long time.
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  Speaker 1: Speaking of things that are lasting a long time, I
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  Speaker 1: just read this past week that Choice R Us are
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  Speaker 1: opening up 125 stores. Please tell me that you've got
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  Speaker 1: this campaign and that you're going to be writing for them.
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  Speaker 2: Uh, they haven't contacted me. I wish they would, you know,
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  Speaker 2: that would be very nice. Maybe they'd be listening to this. Uh,
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  Speaker 2: it was my honor and pleasure to write the song that, uh,
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  Speaker 2: really became sort of their iconic brand image for over 40,
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  Speaker 2: over 40 years. It was a song that I wrote
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  Speaker 2: that I didn't even like, and I didn't want to
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  Speaker 2: play it for anybody. And my art director said, you know,
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  Speaker 2: we've gotten a I said, you mean the one on one?
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  Speaker 2: I said, oh, it's not really good. I wrote it
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  Speaker 2: very quickly. It's nothing. It's nothing. He made me play
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  Speaker 2: for the client and the client bought it and they
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  Speaker 2: tested it with five year olds and the five year
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  Speaker 2: olds loved it. And a week after it was on
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  Speaker 2: the air, I heard a woman yelling at her kid.
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  Speaker 2: If you don't stop singing that song, you're going to
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  Speaker 2: miss the school bus. And I said, oh, wow. I
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  Speaker 2: guess it was a good song.
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  Speaker 1: Oh, my God. That reminds me. And maybe I'd love
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  Speaker 1: to hear your insight on this one. The the one
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  Speaker 1: eight hundred cars for kids. I hear that ad. I've
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  Speaker 1: got to go. But at the same time, who am
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  Speaker 1: I going to call when I want to get rid
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  Speaker 1: of a car and I want to donate it? I'm
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  Speaker 1: going to call one eight hundred cars for kids. But
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  Speaker 1: that damn jingle. Oh, my God.
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  Speaker 2: I know it's, it's an earworm, not necessarily the good
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  Speaker 2: kind of earworm. Uh, but yeah, it does work. You know,
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  Speaker 2: the jingles, there's very few jingles on the air anymore. That's, that's,
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  Speaker 2: you know, that's one of them. Uh, and I'm not
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  Speaker 2: sure why that happened because they are the thing that
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  Speaker 2: gets you to remember a product. Certainly with toys or us,
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  Speaker 2: you could buy that Barbie any place, but we wanted
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  Speaker 2: people to feel that you could be a kid forever
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  Speaker 2: if you got it here at this magical place. So I, I,
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  Speaker 2: there's a comeback with Jingles. I really do. By the way,
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  Speaker 2: when they were about to go into bankruptcy again about
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  Speaker 2: five years ago, the lawyer for Toys R Us was
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  Speaker 2: trying to convince the judge that we should, that they
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  Speaker 2: should let this venture capital company invest the money in it.
• 10:17
  Speaker 2: And so they could save from bankruptcy. And the judge
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  Speaker 2: was not buying it and said, yeah, what proof do
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  Speaker 2: you have that we really need this toy company to exist?
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  Speaker 2: And he said, I'm not going to read you anything.
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  Speaker 2: I'm just going to sing something. Do you know that
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  Speaker 2: he sang the song to the judge? The whole courtroom
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  Speaker 2: started singing the song. Oh, my God. It was in
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  Speaker 2: one of the papers. That's how I found out about it.
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  Speaker 2: And the judge said, you made your point. Let's do it.
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  Speaker 2: Let's keep them solvent. And I said to my husband,
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  Speaker 2: I can't believe this song helped save them from bankruptcy.
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  Speaker 1: A lot of listeners don't know and a lot of
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  Speaker 1: readers because I want them to really check into your book,
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  Speaker 1: My Life in 30 Seconds. What they don't realize is
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  Speaker 1: that creative people in the advertising department are not conceited.
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  Speaker 1: We're confident. I know in my heart that we are
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  Speaker 1: more powerful than a Southern preacher because we get people
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  Speaker 1: to move. They will sell things. They will buy things.
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  Speaker 1: They will change their lives because of the advertising. That's powerful.
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  Speaker 1: That's not conceit. That's confidence.
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  Speaker 2: That's right. You know, absolutely right. I mean, and I
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  Speaker 2: also remind people that you may not like advertising, but
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  Speaker 2: you wouldn't be able to watch any television without it.
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  Speaker 2: So true. Because who do you think pays for those?
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  Speaker 2: Who pays for those programs? How do you think they
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  Speaker 2: get shot? Out of goodwill? No, no. The advertising pays
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  Speaker 2: for it.
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  Speaker 1: Please do not move. We're coming right back with Linda
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  Speaker 1: Kaplan Thayer coming up next. The name of the book,
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  Speaker 1: My Life in 30 Seconds. And being a radio guy, oh,
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  Speaker 1: I can so get that. Now we got to get
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  Speaker 1: you to understand what it's like to put that into
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  Speaker 1: an advertising campaign that really can help sell what you
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  Speaker 1: do in your everyday world in life. No, I'm serious here.
• 12:01
  Speaker 1: Linda Kaplan Thayer, we're back. I was so fascinated with
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  Speaker 1: the fact that you took a chance and you took
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  Speaker 1: a step toward a political campaign with Bill Clinton and
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  Speaker 1: Al Gore, because, I mean, that is the one thing
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  Speaker 1: that where we are now. And I've been waiting for
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  Speaker 1: them to invade the podcasting world as well as the
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  Speaker 1: radio world in coming up with new ideas and new
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  Speaker 1: campaigns without this bash, bash, bash, bash, bash kind of thing.
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  Speaker 1: It needs someone like you, Linda, to come in there
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  Speaker 1: and say, can we just do this right, please? You're
• 12:28
  Speaker 1: doing it all wrong by bashing everybody. Can we just
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  Speaker 1: get along here and make it right?
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  Speaker 2: I know, and I would love to use my expertise.
• 12:37
  Speaker 2: I've worked on several political campaigns, and I would love
• 12:41
  Speaker 2: to be involved in the 28th campaign. because I do
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  Speaker 2: think there's a different way to do messaging. You know,
• 12:48
  Speaker 2: Bill Clinton hired me because he said, you're the woman
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  Speaker 2: that makes people cry. And Hillary Clinton hired me, said,
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  Speaker 2: you're the one that makes everybody cry. And I felt
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  Speaker 2: that when I did, you know, Bill Clinton's autobiography or
• 13:02
  Speaker 2: a biography that was going to run a few weeks before,
• 13:04
  Speaker 2: you know, he was a distant third when I got
• 13:07
  Speaker 2: on the campaign. And his voice and his brilliance just
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  Speaker 2: shone through. And when we did this biography ad, I said,
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  Speaker 2: I really want you to narrate it. And he had
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  Speaker 2: never done that before. And I said, your voice is
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  Speaker 2: so mellifluous. And I said to him, and also that
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  Speaker 2: moment when you shook at 17, when you shook John F.
• 13:30
  Speaker 2: Kennedy's hand, I'm going to put that in extreme slow motion.
• 13:34
  Speaker 2: And I'd like to have you say that was the
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  Speaker 2: moment I knew I wanted to be president. or not.
• 13:40
  Speaker 2: And he said, no problem. And he did it. And
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  Speaker 2: he loved the ad. The ad apparently was very influential
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  Speaker 2: to a lot of voters who were on the fence,
• 13:49
  Speaker 2: but he loved it so much. Somebody said to me,
• 13:52
  Speaker 2: you know, I think he's going to call you and
• 13:53
  Speaker 2: thank you. Um, and I, at the time, my stories
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  Speaker 2: in the book, my, my son was 11 months old
• 14:02
  Speaker 2: and he was constipated. And my Irish nanny called me
• 14:05
  Speaker 2: up to tell me that he finally Broke free, so
• 14:09
  Speaker 2: to speak. And I said, oh, you've got to put
• 14:11
  Speaker 2: him on the phone. I want to congratulate him. Little
• 14:15
  Speaker 2: did I know, Clinton was on the other line. And
• 14:18
  Speaker 2: I guess I pushed the button. thinking it was Michael.
• 14:24
  Speaker 2: And I said, I'm so proud of you, big guy.
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  Speaker 2: I knew you could do it. It took some time,
• 14:30
  Speaker 2: but I knew you could do it. Congratulations, big guy.
• 14:33
  Speaker 2: And suddenly I hear, well, thank you, Linda. I believe
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  Speaker 2: that we all can do it, right? And I answered,
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  Speaker 2: you betcha. And my little, you know, I always have
• 14:44
  Speaker 2: these 30 second messages at the end. My message is,
• 14:46
  Speaker 2: no matter how much you screw up in life, you
• 14:49
  Speaker 2: can always write the wrong call.
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  Speaker 1: You changed my life inside your book, and here's how
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  Speaker 1: you changed it. And that is that when you openly
• 14:58
  Speaker 1: speak about the Bronx being the haves and the have-nots,
• 15:01
  Speaker 1: and I thought to myself as a creative writer and producer,
• 15:04
  Speaker 1: I've never taken that angle before, but I have to
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  Speaker 1: do it now. Because we are a society right now
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  Speaker 1: that those that have, those that have not. And the have-nots,
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  Speaker 1: they want to have. And it's like, how can I
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  Speaker 1: get into that mind and get into that wallet so
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  Speaker 1: they can buy that product from my client?
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  Speaker 2: Yeah, I mean, I feel like what we're up against
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  Speaker 2: now is really there are so many have-nots, right?
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  Speaker 1: Yes.
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  Speaker 2: We have to have a voice. We have to have
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  Speaker 2: a voice. We have to have passion. I feel that
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  Speaker 2: people have gotten so into algorithmic formulas of how will
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  Speaker 2: we do this, then we do that. And we forget
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  Speaker 2: that I call it, you know, the chill factor. of
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  Speaker 2: just feeling before you think, of just having some understanding
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  Speaker 2: that if you create something that touches people, it is
• 15:56
  Speaker 2: going to mean more than anything in the world. You know,
• 15:59
  Speaker 2: we don't really buy brands anymore. We really buy into
• 16:02
  Speaker 2: what that brand represents. I mean, we did this with
• 16:05
  Speaker 2: Dawn dishwasher liquid. It was just price point against Palmolive
• 16:12
  Speaker 2: until somebody in our Oh, you know, when there's an
• 16:15
  Speaker 2: oil slick, the veterinarians only want to use Dawn and
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  Speaker 2: Procter gives them thousands of bottles. And I said, well,
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  Speaker 2: we have to have that in the advertising. And now
• 16:24
  Speaker 2: we do. And we say do more than dishes. People
• 16:27
  Speaker 2: want to connect with brands that do good.
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  Speaker 1: If I don't bring up AI with you, you're going
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  Speaker 1: to kick me in the knee sometime in the future.
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  Speaker 1: But I think that AI is a good idea starter.
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  Speaker 1: I don't ever want to use it as a tool
• 16:38
  Speaker 1: and anybody who's using it as that final answer, I
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  Speaker 1: don't know what they're going to do because I don't
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  Speaker 1: hear any humanism and I think their jingles suck. They're
• 16:45
  Speaker 1: not you. You bring humanism to everything that you touch.
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  Speaker 2: Well, thank you. As I always say, there is no
• 16:53
  Speaker 2: I in AI, regardless of how you spell it. God,
• 16:58
  Speaker 2: I love that.
• 16:59
  Speaker 1: There's that's the ad right there, man. My God, you
• 17:02
  Speaker 1: could do an MTV five second adlet right there and
• 17:05
  Speaker 1: just say exactly right. Oh, my God. And just make
• 17:08
  Speaker 1: so much money and really divert the attention of this generation.
• 17:13
  Speaker 2: You know what? That's going to be my poster today.
• 17:16
  Speaker 2: Linda Thaler three, my Instagram post. There is no I
• 17:20
  Speaker 2: in a I remember that.
• 17:23
  Speaker 1: Writing this book, you're teaching the future, aren't you? Because
• 17:27
  Speaker 1: this is the stuff that I need when I do
• 17:29
  Speaker 1: my instructions, when I go to these broadcasting classes. They're
• 17:32
  Speaker 1: going to go, how do you know what you're talking about? Well,
• 17:35
  Speaker 1: you know what? Let me tell you. I'm going to
• 17:36
  Speaker 1: lead you to Linda. Linda's got a book here. Do
• 17:38
  Speaker 1: the book and you come back to me and we
• 17:41
  Speaker 1: may have a conversation if you're a real person of
• 17:43
  Speaker 1: creativity and connection.
• 17:46
  Speaker 2: You are amazing. I hope people read the book, My
• 17:49
  Speaker 2: Life in 30 Seconds. It's available anywhere, everywhere, in every language,
• 17:53
  Speaker 2: all over the world. And just thank you for just
• 17:58
  Speaker 2: great insights in your questions. They're amazing. Amazing.
• 18:01
  Speaker 1: Thank you for the inspiration because, you know, as a
• 18:04
  Speaker 1: creative person, you know, we're all about that client, but
• 18:06
  Speaker 1: we're also about that person that's going to buy that product.
• 18:09
  Speaker 1: And at least you understand it. And thank God in
• 18:12
  Speaker 1: heaven I got to talk to you today.
• 18:15
  Speaker 2: Oh, thank God I got to talk to you as well.
• 18:17
  Speaker 1: Well, you be brilliant today, okay?
• 18:19
  Speaker 2: Okay.