“Fall In Love All Over Again”- 30th Anniversary Of One Of Advertising’s Most Successful Slogans

July 15, 2006

 

In 1981, Gilles “Frenchy” Gauthier, then head of creative services for EMI-America records, called on the label’s primary independent radio commercial producer, Joe Klein and his agent, Artie Wayne, to collaborate on a multi-media campaign to promote the Kenny Rogers catalog and his latest album “Share Your Love.”

When told by execs the campaign would be launched in the fall with the biggest promotion budget in the labels history, Wayne off the top of his head chimed in with an idea. “Fall….” Artie said. “Fall….in Love All Over Again.”

Klein jumped in. “Fall in Love with Kenny…All Over Again!”

“That’s it!” Gauthier exclaimed. The excitement and support for new slogan was unanimous! An extensive campaign on radio, television and print helped propel the “Share Your Love” album and entire Kenny Rogers catalog into a holiday sales bonanza.

The radio spot for the catalog went on to win a Clio Award for the best record spot of the year for Klein, Wayne and Gauthier.

Meanwhile, over the next 30 years, the copy line “Fall in Love All Over Again” has been used over and over again in some of the most successful advertising campaigns for films, including “Sleepless in Seattle,” “My Best Friends Wedding,” and “While You Were Sleeping”, cable network promos for the Ellen DeGeneres sitcom, CDs, such as, Simon Cowell’s, number one album, by El Divo, and Disney’s, digitally re-mastered DVD “Lady and the Tramp”, “Fall In Love All Over Again…With New Orleans”, “Fall In Love All Over Again…with SUBARU”, and  “Fall In Love All Over Again…with Maybellene” (which marked supermodel Christy Turlington’s comeback)

Being a key line for a single campaign, the phrase was never copyrighted or trademarked. Even so, Klein and Wayne are proud to have created it. Though I’m sure anyone who’s used the line recently ever heard the Kenny Rogers spots, but were aware only of later incarnations. Why has this advertising phrase been used over and over again? Wayne remarks, “Because romance is timeless… and, besides, it works!”

in fact tomorrow, Feb. 10, 2012  “THE VOW” starring Rachel McAdams and Channing Tatum opens nation-wide with the slogan…”FALL IN LOVE ALL OVER AGAIN”

Joe Klein can be reached at New Media Creative, which provides premium voice-over and production services targeted at the exploding new medium. The company’s website is http://newmediacreative.com/

Artie Wayne is currently a musical consultant, internet promoter, and a blogger with almost two  million visitors https://artiewayne.wordpress.com

Gilles “Frenchy” Gauthier passed away a few years ago.

2011 by Artie Wayne https://artiewayne.wordpress.com/about-artie-wayne/

EXTRA! EXTRA! NOW YOU CAN BUY MY NEW BOOK ,“I DID IT FOR A SONG” AT AMAZON or Barnes & Noble or from Smashwords

TO READ A CHAPTER OR TWO FOR FREE CLICK  HERE

TO READ SOME OF THE COMMENTS  CLICK  HERE

BACK TO ARTIE WAYNE ON THE WEB! https://artiewayne.wordpress.com  
 

Advertisements

One Response to ““Fall In Love All Over Again”- 30th Anniversary Of One Of Advertising’s Most Successful Slogans”


  1. This is Frenchy’s son Chris. This is great. To find this almost 5 years to the day is touching. Thank you for this…it made my day!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: