Filming this one now.
The episode lands here the day it publishes. Until then, the story is below.
The Stories They Told / Episode 01
The soap that invented the soap opera
In the Great Depression, P&G could not sell Oxydol on features and did not want a price war, so it sponsored a radio show about a housewife named Ma Perkins. When Ma washed her clothes with Oxydol, the women listening heard their own lives and decided what was good for Ma was good for them. The term soap opera comes straight from this.
The lesson
If your customer cannot see themselves in your ads, build a character they can see themselves in.
