Am I in already?

Boris Becker starred in one of Germany’s best remembered campaigns in recent years, for AOL.

The advertising concept was as simple as the message. A monologue about his wife (in those days) telling him it’s about time they went online, but “I know nothing about techy things”. So now he’s trying AOL. Click. Click. Then the famous saying : “Bin ich schon drin oder was?” – “What am I in already?” (it was mocked by the press as he’d recently been misbehaving in a broom cupboard with a model in London – by the way, has anyone ever seen a single modelling photo of this “model” who stole a love child off Boris?):

AOL Boris Becker

The product benefit. Simple: if Boris can get online that easily, so can you.

Perhaps if his agent had known that, between the lines, this was saying that Boris is an idiot, they’d never had agreed to his doing the ad. But AOL didn’t mind, it got the benefit over perfectly.

Interesting, Boris disappeared from advertising for years.

Alex Woodruff

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