First at Last
VIEWPOINT
by Jon Gothold
Just before the start of the World Series, the husband of one of our employees had to stand in line for about an hour at the Chick’s Sporting Goods in Tustin just to buy an Angels cap. The average check for the people in this long line was something like $100 or $150. After one of the guys in line had loaded up on all of his Angels stuff, he started berating the clerk because the store had the audacity to be carrying Oakland items.
What turned a bunch of lackadaisical, “been there, done that” Orange County fans into rabid Angels maniacs?
We’ve seen the answer to that question playing out throughout the years in the advertising industry. Orange County for so long has had an inferiority complex to Los Angeles. The last couple of years we’ve seen that turn around some, where we’re feeling a little more confident. There’s a little more of a community thing, a sense that we can stand on our own two feet.
But you’re dealing with a lot of years of low self-esteem. I think the Angels are the epitome of that, having never reached the World Series or won a league championship before this season. I think that Angels fans had grown accustomed to the fact that we were kind of second-rate, that it’s typical of us here in Orange County to be second citizens to L.A. and on and on. And you get this sort of “blah” thing going that, “Well, yeah, this is what I expected.”
The cool thing to me about the Angels and what they’ve done to revitalize morale in Orange County is they have demonstrated to the entire country that, you know what, it can be done! If you really try you don’t have to be second-rate,you just have to want it bad enough. I think it struck a cord with the residents of Orange County, who probably for years have been trying to shake that feeling that, “I’ve settled for being in Orange County, instead of in L.A. where the real big things happen.”
When the Angels get out there and kick ass, it’s like, “Hot damn! I knew we could do it!” Then you get a feeling of pride, and you feel good about saying you live in Anaheim, Tustin, Westminster, Newport Beach or wherever. It’s galvanizing, very, very galvanizing.
We’ve certainly been excited about it and our clients have been. Take Wienerschnitzel. It’s the official hot dog of Edison Field, and they’re getting a lot of coverage, a lot more press. It’s like, “We are the official hot dog that has been behind the Angels all along.”
So it’s been a boost for our clients, for ourselves and for our self-esteem. We’ve been trying to tell each other and the world that we’re a great agency that happens to be in Orange County,not just that we’re pretty good for being in Orange County.
We can make our case with more conviction now, and more people will listen. Thank you, Angels.
Jon Gothold is a partner and executive creative director of Santa Ana-based advertising agency DGWB.
