Nothing But Net: How culture creation helps brands score big
- counter couture
- Nov 18, 2024
- 6 min read
For brands, advertising that can stand out in a sea of content and infiltrate popular culture is not a cost; it's an investment in cultural resonance.
While playing a game of one-on-one basketball with my nephew recently, I watched in admiration as he jumped, aimed and scored in one smooth motion. The ball was already clean through the net before his feet touched the ground. "Nothing but net", he couldn't resist muttering even as he offered me a consolatory high-five.
It should probably come as no surprise that my nephew can kick my ass at basketball. But it did surprise me to find out that the phrase "nothing but net" was still in use by 17-year olds on basketball courts located several thousand kilometres away from the country of its origin. I asked him where he'd heard it. He shrugged, in typical teenage fashion. It took me Rahul Dravid-levels of restraint to not immediately sit him down and explain how a fast food chain roped in two of the greatest basketball players in the world to shoot an ad that was aired during America's biggest football -not basketball- event THREE decades ago setting off a chain of events which ultimately landed that phrase, "Nothing but net" on his lips that Sunday afternoon. No, dear reader, I thought I'd save that wonderfully nerdy bit of marketing history for you.
Those of you who work in marketing and advertising will no doubt be familiar- if not haunted- by the phrase "we need to crack a campaign line that becomes part of pop culture". And sure, it's kind of an irritating thing to hear (after all, which self-respecting creative sets out to make an ad that doesn't capture the audience's imagination?), but it was a deceptively difficult thing to do when Nothing But Net was launched. In today's world of accelerated content creation, it's damn near impossible. It's a skill -and let's be real, a whole lot of luck- that separates the top 0.0001% of successful creators from the rest.
So let's take a look at some of the iconic advertising campaigns that did exactly that, what impact they created for their brands, and try and identify a few tips and tricks that might help us crack similarly successful ideas. Let's start of course with Nothing But Net.
"Nothing But Net" (McDonalds)
Nothing But Net: Larry Bird and Michael Jordan go head-to-head for a McDonald's meal The “Nothing But Net” campaign debuted in 1993 during the Super Bowl—a high-stakes event where advertisers compete for cultural dominance. The genius of the ad lay in its simplicity: two basketball titans, Michael Jordan and Larry Bird, engage in a trick-shot competition for a Big Mac and fries, punctuated by the catchphrase “Nothing But Net.”
At its core, the campaign aimed to elevate McDonald’s beyond the realm of burgers, tapping into the larger cultural zeitgeist of sports, competition, and humour.
By leveraging Jordan’s star power and Larry Bird’s legendary status, McDonald’s aligned itself with excellence, competitiveness, and mass appeal. The choice of the phrase “Nothing But Net,” a term well-known to sports enthusiasts, helped McDonald’s hijack basketball parlance and transform it into a broader cultural idiom that is still used to describe any flawless execution, from business deals to personal triumphs.
The ad’s visual storytelling—escalating the absurdity of the trick shots—not only ensured its entertainment value, but also created the template for so many sports-based advertisement campaigns since. Think of the "No Cup Is Safe" ad by Nike in which Tiger Woods and Rory McIlroy outdo each other with longer and increasingly complex golf shots. Or Pepsi's "Medieval fight" ad starring David Beckham, Ronaldinho, Roberto Carlos, and Francesco Totti!
"What happens in Vegas stays in Vegas." (Las Vegas Tourism)
The Wolfpack tried their best to make Las Vegas keep its promise in The Hangover. Debuting in 2003, this slogan wasn’t selling a product but an idea: that Las Vegas is a consequence-free playground for adults. Created to reposition the city as a destination for decadence and escape, the campaign struck a cultural chord, becoming shorthand for secretive indulgence.
The impact was profound. Within a few years, Las Vegas saw a resurgence in visitor numbers, with annual tourism revenue surpassing $60 billion by the late 2010s. The phrase, endlessly parodied and quoted, transcended tourism, entering the lexicon as a broader metaphor for discretion and indulgence and inspiring films like The Hangover trilogy and Ashton Kutcher-Cameron Diaz romcom What Happens In Vegas.
"A Diamond is Forever" (De Beers)
De Beers created a new romantic ritual with "A diamond is forever". This 1947 slogan redefined the diamond market and, arguably, modern romance. By linking diamonds to eternal love, De Beers created an entirely new consumer behaviour: the association of engagement rings with lifelong commitment.
Sales of diamonds skyrocketed, with De Beers enjoying a dominant market share for decades. The campaign’s impact was so pervasive that it reshaped cultural rituals globally. Even today, “A Diamond Is Forever” continues to symbolize romance, proving that an idea can outlast its original execution.
"Whassup?" (Budweiser)
Budweiser created a quarantined version of their "Whassup?" ad during Covid In 1999, Budweiser launched its “Whassup?” campaign featuring a group of friends greeting each other with exaggerated, goofy enthusiasm. While the ad ostensibly sold beer, its true genius lay in capturing the spirit of camaraderie and humour.
The catchphrase became a global sensation -with everyone from schoolchildren to celebrities mimicking the dialogue -and even got parodied in the blockbuster slasher-comedy film Scream. Sales of Budweiser increased significantly during the campaign’s run, and its cultural relevance gave the brand a personality that resonated with younger audiences. Even today, "whassup?” remains a shorthand for casual friendship and playfulness.
"There Are Some Things Money Can’t Buy. For Everything Else, There’s Mastercard." (Mastercard)
Mastercard elevated themselves from the functional to the emotional with "Priceless". Launched in 1997, Mastercard’s “Priceless” campaign revolutionized the way people thought about spending. By focusing on the emotional value of experiences rather than the cost of goods, the campaign elevated Mastercard from a utilitarian credit card to a symbol of cherished moments and personal meaning.
The strategy was bold: instead of directly promoting features or fees, the ads showed relatable scenarios—family trips, spontaneous adventures, or heartfelt moments—punctuated with the now-iconic line. This emotional resonance created a sense of intimacy between the brand and its audience.
The results were staggering. Mastercard saw a 25% increase in brand awareness within the campaign’s first few years, with global revenues climbing as the brand expanded into more than 200 markets. The slogan became a cultural shorthand for invaluable experiences, used far beyond its original context to describe anything money couldn’t buy, from friendships to life lessons.
Why Pop Culture Matters in Advertising
When advertising crosses the threshold into everyday language, its effects on brand perception and loyalty are frankly immeasurable. Still, let’s try to quantify these campaigns' impacts on brand awareness and growth:
Increased Sales and Revenue: McDonald’s, De Beers, Budweiser, and Mastercard all experienced measurable boosts in sales. The “Nothing But Net” campaign increased store visits and reinforced McDonald’s as a household name. Similarly, Mastercard’s “Priceless” campaign drove revenues and positioned the brand as an emotional touchstone.
Cultural Relevance: When a campaign becomes part of the zeitgeist, it transforms the brand into a cultural entity rather than just a commercial one. This relevance ensures longevity; even decades later, phrases like “A Diamond Is Forever” and “What Happens in Vegas” remain embedded in public consciousness. If you notice, all the examples cited in this article were created before the social media era, and yet became memed across the world.
Emotional Connection: Campaigns that enter everyday language do so because they evoke emotions or tap into universal experiences—be it humor, aspiration, or indulgence. McDonald’s leveraged humour and competition, De Beers captured romance, Budweiser leaned into camaraderie, and Mastercard underscored emotional value.
Long-Term Brand Equity: Once a campaign achieves cultural ubiquity, it continues to yield dividends in terms of brand loyalty and recognition. Even when specific campaigns are retired, their phrases endure, providing free, ongoing publicity.
The Takeaway for Marketers
The success of “Nothing But Net” and other culturally significant campaigns underscores a critical lesson: great advertising is not just about selling a product but about embedding a brand into the cultural fabric. By leveraging storytelling, humor, and universal human experiences, these campaigns elevated their respective brands from products to symbols, reaping rewards that extend far beyond their original purposes.
In a world inundated with ads, the ones that become part of the collective vocabulary remind us of the power of ideas. They validate the notion that advertising isn’t a cost—it’s an investment in cultural resonance. And when done right, the return on that investment is nothing but net.
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