When The World Zigs, Zag

Another ad agency is using the sheep metaphor for self-promotion purposes. And not just any old agency, one of the best in the world.
John January what say you about this development?

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. We’ve been using “we hate sheep” as a call to stand out for five years or six years now. I’m really not sure how long BBH has been at it. Maybe even longer. Or maybe not.
    Regardless, I think it’s perfectly fair to say that whoever was actually second only “stole” from the very best. And, I suppose if a potential client wants to confuse SHS with BBH, well, WE don’t mind anyway.
    And, either way, our sheep is much cuter.
    See our Podcast #11 for a diatribe on the “collective unconscious.” Oh, and see this week’s edition of Business Week for a story on Podcasting (note: check the sidebar).

  2. “We Hate Sheep” is the superior message.

  3. I just saw this yesterday – John Hegarty actually talked about the black sheep thing in a recent interview – it was the very first ad they did when they won the Levi’s account.

  4. Thanks, Jack. According to the article, BBH developed the Levi’s ad in 1982 and adopted the sheep from the ad as their own iconic symbol in 1997.
    I still prefer SHS’s “We Hate Sheep.” It’s akin to hanging a sign on the agency front door that says, “If you suck, stay away.”