diet pepsi max yawn ad by bbdo:
way to bring “engagement” back to the autonomic level.
rad!
state of the art of flight
you know, back in the day, people used to get dressed up to fly on an airplane? it wasn’t simply about getting from point a to point b, it was actually–before the concept even really existed in the kind of marketing sense it does today–an experience. same like when movie theaters were once movie “palaces” and likewise, banks were too. participating in this space-age activity of flight somehow commanded respect for the sheer wonder of human mastery over the laws of physics themselves.
now, the entire process of flying is like the biggest pain in the ass ever, ranging in degree of horror from irritating teeth cleaning to root canal without anesthesia. it may still be the safest way to travel, or whatever, but the whole experience is so fucking antiquated, it’s like…who cares? i mean… everything about it is a holdover from a bygone era, from those arm rests that still have ash trays built in, to the whole centralized process of having to get to an airport. somehow, in comparison to, for example, having to drive for three hours to get to the closest commercial airplane from santa barbara, even the NYC subway system is more progressive in terms of the decentralization of its accessibility.
and that’s all before i even bring up the T-E-R-R-O-R-I-S-M thing.
wasn’t the teleporter supposed to have already been invented by this point?
anyway, short of that, it’s nice to know that someone out there’s giving any kind of crap about addressing the fact that the air-travel experience that once upon a time carried as much weight as dressing up for sunday mass has essentially turned into the equivalent of taking a greyhoud in the sky.
thanks boeing, for–at least coming off like you’re–taking this issue seriously. we’ll see how well it flies (badumching).
maybe boeing should start its own airline? but they’re probably way too smart to think about dealing with all THAT noise.
** side note, speaking of antiquated, i’d just like to reiterate again, how ridiculous it is that all the brands and publications out there producing dynamic online content INSIST on chaining it down to their sites, without considering any way to let that shit move, by making sure it’s branded and embeddalbe. (i had to go looking for the video on youtube instead of being able to get the code right on the boeing site.**
being human helps
One of the most annoying things about people in advertising is it’s like they stop being human when they come to work. As soon as they walk through the office door they forget about examining what drives their own purchasing decisions when planning the process for others and start talking about “consumers” and “demographics” like test subjects in some experimental medication test — as though they aren’t consumers themselves!
It’s the communications industry, and yet so many of the “communicators” forget whatever it is they may have learned in that immersive language course they’ve been taking all their lives, and opt instead for an online translator. Which is what drives the point home in this great article from San Francisco Magazine about Goodby, Silverstein & Partners — an agency that obviously takes the process of being human along with them on their travels into advertising land — when their media strategist, Hashem Bajwa, says, “This is about brands releasing some control to the consumer, and that’s really cool. Brands that won’t start a relationship with us aren’t going to be as successful.” It’s not about those “consumers;” it’s about “us.”
Plus, the article is filled with both articulate insights:
The change involves no less than a fundamental shift in the relationship between advertiser and audience. No longer at the mercy of what a network beams into their TVs, people have morphed from passive watchers into active agents with the power to seek out and view whatever they want, whenever they want. As a result, the very notion of what makes an ad appealing has changed. Now that people are choosing to hang out with an ad the same way they choose to watch a show or play a video game, pushing a product—or at least pushing it explicitly—has become less important than creating an experience that’s fun, addictive, helpful, and even communal (since people pass word of these ads to their friends). In many respects, advertisers—and hence the agencies they hire—are becoming more like content providers whose main goal is to entertain.
And fascinating predictions:
Goodby and Silverstein predict that brands will become the new networks, making advertising agencies more like Hollywood producers.
How many directors of traditional agencies have you heard lately proclaiming that the internet’s making them feel younger? “Are you kidding?” Silverstien says, “I love this stuff. It’s even better than television.”
…. As smart as Goodby and Silverstein are, they come off more as artists than tech geeks. Silverstein still loves to draw. Goodby paints and writes poetry in his spare time. Hanging out with them, you wonder how they keep up with hyperspeed technological changes. “We hire freaks,” says Goodby, laughing.
Bonus track: one of my favorite freaks in general, Zach Canfield, is also a Goodby Silverstien freak–as their creative recruiter, and part of the team responsible for, among other things, the most amazing spoof of R. Kelly’s “Trapped In The Closet” saga EVER:
(You MUST watch!)
Trapped in the Clauset pt. 1:
Trapped in the Clauset pt. 2:
Trapped in the Clauset pt. 3:
Being human helps, but being a freak don’t hurt none either.
the current state of superheroes
as much as i love movies about teenagers i love movies about superheroes. i haven’t figured out exactly what the connection is between the two, but there’s definitely something similar about characters that experience everything in extreme.
last night i watched blood and chocolate and realized something that i’d already noticed happening in casino royale: the application of parkour into the “superhero’s” arsenal of moves. the weird thing about this is that parkour (also known as free running) is not something that was created using any kind of special effects–well, at least not the digital kind of special effects, anyway. it’s a totally real philosophy of movement that hollywood is starting to use to define a larger-than-life character. in blood and chocolate it was particularly appropriate, since the characters are werewolves, though in casino royale it’s definitely done on a much more intense scale. either way, it verges so close to magic that it’s hard to believe it’s something that evolved and can exist entirely outside of an action sequence choreography.
in fact, what’s really interesting is that after movies like the matrix and crouching tiger/hidden dragon and hero all acclimated us to this kind of movement being a wholly fabricated, cgi, bungee-harnessed, soundstage fairy tale, it’s now getting applied back into movies in a way that presents it as completely within the scope of biological human achievement as it is in real life. stunning not for man’s rule over pixels, but for the sense of his mastery over the laws of physics and physicality themselves.
it’s a peculiar cycle of life imitating art imitating life. the original superhero access to the realm beyond the physically-possible was through kung fu. and undoubtedly there’s an influence of the martial arts movie legacy in the genetic structure of parkour–after all, the artform is based on martial arts. so in the same way that fashion trends influence fashion trends, do movement trends influence movement trends? just how far can we stretch the canvas of our physical bodies once given the creative inspiration of a new possibility? and mind-over-matter stylie, could the unprecedented access to witnessing exponential evolutions in motion actually take us to places we could not have gone before?
some real-life superhero tour guides:
brice (cuz we need a wonderwoman up in this piece):
krump comes as a team rather than solitary heroes (like the fantastic four):
sidenote: i just heard that a coupla free runners up from santa barbara are coming down to audition for lucent dossier today!! damn–how rad would that be?!
today’s awesome ad award goes to:
found in Pride Magazine (my friend brought it back after going up to s.f. last weekend to dj at the gay pride parade)
this needs no explanation. it’s just awesome.