My head is spinning from the crazy headlines in the paper yesterday, not just words on the screen but actual insanity in the world. There may or may not be a presidential debate, the government just seized WaMu in the biggest bank seizure in our history, the longest-running senator in the senate (from Alaska of course!) is being prosecuted for accepting $188,000 in home renovations as a gift, the U.S. troops and Pakistan are shooting at each other, the settlers in the West Bank have decided to crank up the violence, North Korea has basically put itself back at the top of the terrorist list (in an apparent attempt to get some f'ing attention around here), and Sarah Palin has managed to make herself look ten times more clueless this week than she was last week. And yet, the thing that horrified me the most was an article about a school program, in California of all places (god help us) where teenagers get to make ads for milk.
In a time when our country is fighting a war in two countries, our economy hovers on collapse, civil liberties are being curiously erased under our noses and we're two months away from one of the most critical presidential votes in decades, our kids are being taught "business" by learning how to sell milk to each other. Goodby, the ad agency behind this stroke of genius, will undoubtedly still collect their multimillion dollar fee while the kids do their work for free. The justification for this hideous waste of the student's time is that they're learning about business even though ad people are notoriously clueless in business matters. One teacher reports that her kids were "surprised to find that the executives they met this week are in the business world but 'had no business degrees.'" The "business world"? What is that, the place where people have jobs?
The milk board doesn't have any qualms about describing what they get out of the deal. They want more teenagers to drink milk and why not use our schools as a medium to disseminate product propoganda? The executive director explains that “They are a mysterious demographic and we want to reach them with an authentic voice in an authentic way.” And teach them about business, right?
Al Gore says in his book The Assault on Reason that since the prevalence of television over reading and the radio, in this country, the national debate has ceased to exist (although is arguably on the rise via the Internet). Communication now happens in one direction, from those who have millions of dollars to the rest of us, through the television. Watching on average over four hours a day of TV, Americans are stimulating the part of the brain that experiences instead of the part that processes, evalauates and interacts. Images flashing on the TV have a cumulative effect similar to brainwashing. Eckhart Tolle says when people watch TV they're still thinking but they're thinking the thoughts of the television. In Wall-e, we saw a futuristic version of people so focused on watching a world that didn't exist that they became obsolete. At the same time, the trend in advertising is for brands to be more interactive. The article calls it a move "from a top-down lecture into a two-way conversation." So the discourse about issues like war and economics and international relations is being replaced by 30-second ads while brands are managing to create conversations about their products?
In the film, The 11th Hour, a study is referenced that found college kids could identify 1,000 corporate logos but could not name 10 plants or animals native to their area. The film's interviewees all seem to agree on one seemingly radical idea. In a recent evaluation, it was determined that the earth provides goods and services worth $35 trillion a year, yet the combined economies of the world produced only half that at $18 trillion in 2006. That means the earth is twice as valuable to us as our economies and yet, every policy decision we make is to benefit the economy, not the earth. Even if it were possible to exist without nature or replace nature with technology, it would still cost us more than we have. Here's another radical idea. Wouldn't we be better off teaching our kids about how our planet works than blurring the lines between learning and selling, education and consumerism?
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Friday, September 26, 2008
Friday, March 7, 2008
Lessons from the week
I haven't blogged in over a week, putting in my first March post at the end of its first week, and I'm not going to flog myself over it. I'm not Catholic so why do I live with so much guilt? I just keep wondering when I got to be so flaky. I used to have lists and goals and always knew what I wanted and where I was going. Then somewhere along the way I looked up and I was lost. I looked back down at what I thought was my map but it there was nothing on it except a couple of things from a "to do" list crossed off. Get a degree, travel in another country, move to another city, become an actress, make a film, find true love. Huh, now what? LESSON: There's never been a map. Get used to it.
There's a stone around my neck about this documentary that I volunteered to make for a non-profit in June. I then promptly moved and proceeded to put it off for about six months. Now it's due and I'm utterly uninspired by the footage they've sent me and pushing much to hard to figure out how to tie it all together. I keep thinking brilliant inspiration is right around the corner. In the middle of trying to make that movie, I made a little movie for the Bicycle Film Festival. Shot it, edited it, recorded voice over, even got a friend to make a soundtrack, burned a DVD and submitted it - in about two days. Today, I got a call from the woman at the non-profit. Crystal Light hired a production company (real filmmakers!) to make their own movie and she wants me to hold off for a while until we see what they're doing, and thanked for my flexibility! All this time I've been feeling guilty and she's thanking me. LESSON: Guilt is a waste of time. So is waiting for inspiration.
I read this great article about the advertising world and how mean the industry is. I was so thrilled that someone was finally saying it's not cool anymore. After a work experience at a small ad agency that left a very bad taste in my mouth, it's refreshing to hear an industry insider chastise these guys for "ad campaigns based on a hardening spirit, a lack of tolerance and an egocentric meanness that characterizes so much of today's advertising." It's not like I'm one of those goody two-shoes who only wants nice things in the world (or maybe I am!) but advertising is particularly rude, sexist, insulting and seems to delight itself in humiliating others. As someone who has auditioned for commercials, worked with the people writing them, and worked for the "client", I've seen it inside and out. Ad guys (and they are almost all men) conduct a brainstorm meeting like a pow-wow in the locker room after a game. The things I used to hear these guys say in would make their wives divorce them. The writer ends the article by saying that "it behooves marketing professionals to understand the difference between subtle irony and idiot snideness and aim for an advertising denominator cognizant of the maxim that expansive, confident consumers part with their cash far more readily than do angry, fearful ones." Shortly thereafter, I saw the film "Be Kind, Rewind," and realized walking out of it that it was actually, and truly, a film about kindness. No one was made fun of or belittled, no one acts like an ass for our amusement, no one is called ugly or fat and yet no one is held up as the ideal for us to worship. It's a movie about regular people coming together to make something beautiful. LESSON: Kindness is cool!
After all my blah-blah'ing about not caring that only 12 people read my blog, I have to say that I still wish my blog would show up in Blogger's "blogs of Note." There are some pretty cool ones in there and they prove my theory that popular blogs have shorter postings, more frequent postings, a single theme (a garden, photos of Paris) and lots of pictures! People like pictures. So I'm going to try that. Instead of not posting because I'm composing some big essay on things I know nothing about, I'll just post a photo and some tidbit. LESSON: Keep it simple.
There's a stone around my neck about this documentary that I volunteered to make for a non-profit in June. I then promptly moved and proceeded to put it off for about six months. Now it's due and I'm utterly uninspired by the footage they've sent me and pushing much to hard to figure out how to tie it all together. I keep thinking brilliant inspiration is right around the corner. In the middle of trying to make that movie, I made a little movie for the Bicycle Film Festival. Shot it, edited it, recorded voice over, even got a friend to make a soundtrack, burned a DVD and submitted it - in about two days. Today, I got a call from the woman at the non-profit. Crystal Light hired a production company (real filmmakers!) to make their own movie and she wants me to hold off for a while until we see what they're doing, and thanked for my flexibility! All this time I've been feeling guilty and she's thanking me. LESSON: Guilt is a waste of time. So is waiting for inspiration.
I read this great article about the advertising world and how mean the industry is. I was so thrilled that someone was finally saying it's not cool anymore. After a work experience at a small ad agency that left a very bad taste in my mouth, it's refreshing to hear an industry insider chastise these guys for "ad campaigns based on a hardening spirit, a lack of tolerance and an egocentric meanness that characterizes so much of today's advertising." It's not like I'm one of those goody two-shoes who only wants nice things in the world (or maybe I am!) but advertising is particularly rude, sexist, insulting and seems to delight itself in humiliating others. As someone who has auditioned for commercials, worked with the people writing them, and worked for the "client", I've seen it inside and out. Ad guys (and they are almost all men) conduct a brainstorm meeting like a pow-wow in the locker room after a game. The things I used to hear these guys say in would make their wives divorce them. The writer ends the article by saying that "it behooves marketing professionals to understand the difference between subtle irony and idiot snideness and aim for an advertising denominator cognizant of the maxim that expansive, confident consumers part with their cash far more readily than do angry, fearful ones." Shortly thereafter, I saw the film "Be Kind, Rewind," and realized walking out of it that it was actually, and truly, a film about kindness. No one was made fun of or belittled, no one acts like an ass for our amusement, no one is called ugly or fat and yet no one is held up as the ideal for us to worship. It's a movie about regular people coming together to make something beautiful. LESSON: Kindness is cool!
After all my blah-blah'ing about not caring that only 12 people read my blog, I have to say that I still wish my blog would show up in Blogger's "blogs of Note." There are some pretty cool ones in there and they prove my theory that popular blogs have shorter postings, more frequent postings, a single theme (a garden, photos of Paris) and lots of pictures! People like pictures. So I'm going to try that. Instead of not posting because I'm composing some big essay on things I know nothing about, I'll just post a photo and some tidbit. LESSON: Keep it simple.
Thursday, August 2, 2007
Heinz 57, the user-generated way
Asking consumers to make their own commercials for a product has been a cool, new idea for so long, it's no longer new and I'm not sure how cool it ever was. People like user-generated content, for sure. They like to see other people acting stupid, looking stupid and and doing stupid things. That's funny, but it doesn't sell product and it generally doesn't make for very good commercials. People also like more professionally produced online content, if it's a good concept. But most people don't know what makes a good concept and if you've ever watched and voted for one of these contests you know what I'm talking about. Which is why I'm so bummed I don't have an entry for the $57,000 prize offered by Heinz 57 ketchup.
I had every intention of producing several commercials for Heinz 57's Top This contest. I came up with ideas but many things colluded to keep me from having the time, energy or organizational head space and I never got to them. They're due in a week and I'm having a hard time letting them go. I still wish I could shoot them but starting the new job, and getting into an accident (on the way home from San Francisco - another good reason for the High Speed Rail!) - I'm just too overwhelmed.
So I thought at least I could tell you what my ideas are/were:
1) The BBQ - A guy is out on the street, he gets a text message on his phone. He looks at it and in reads "From Jeremy: BBQ at my house, tomorrow 2pm, we'll have grillin's, bring your favorite topping." The guy reacts, "Sweet!" Cut to the guy walking with a bottle of Heinz into the BBQ, he stops when he sees another guy giving a bottle of Heinz to the hostess. A look of concern on his face. The host approaches with a burger on a plate and gives it to him, the hostess approaches and puts Heinz on his burger. Then she takes his bottle. "Thanks for the Heinz, we were just about to run out." She sets the bottle down on a table of food and about 15 empty Heinz bottles. Back to our guy's reaction, "Sweet!" He takes a bite. Voiceover: Everyone's favorite, Heinz 57.
2) International grocery - Establishing shot of a woman pushing a cart down an aisle with a little girl in it. She stops at the ketchup and looks up to the row of Heinz. As she takes a bottle, we look at her from the POV of the Heinz and the little girl says "hot dogs!" Cut to a series of different people from the same POV, all taking a bottle of ketchup. A German guy, "Bratwurst!"; A Mexican lady, "Huevos Rancheros!"; A Jewish woman, "Corned Beef Hash"; A British guy, "Bacon and Sausage"; and finally, a Belgian woman who makes sure no one is listening before she says "Les Frites." (Subtitles read "French Fries"). Voiceover: Heinz 57, spoken worldwide.
3) James Bond - Closeup of a guy's feet in dress shoes and slacks, walking. Swanky music plays. Pan up to reveal a guy in a tux shirt and tie. The entire spot is in extreme closeup. He spots a woman about to eat a French fry without ketchup. He pulls out a bottle of Heinz and saves her. She eats the fry with ketchup and smiles. He straightens his bow tie and spots another woman who's trying to feed her little boy a hot dog. He rushes over, puts Heinz on the hot dog and the boy eats it happily. The mother smiles. He adjusts his cuff links and sees yet another woman with eggs and toast trying to get ketchup out of an empty bottle. He swoops in and squirts ketchup on her plate. We now zoom out to reveal that the man is actually a waiter in a cafe. He takes his job very seriously and the ladies appreciate it. He spins the bottle like a gun and puts it in his apron. Voiceover: Heinz 57, it's THAT good.
4) ESL class - In an ESL class, students of all nationalities are huddled around their teacher naming things they like to eat with Heinz. A bottle sits next to the teacher on the desk and the class eats French fries. They have trouble saying the words but are really happy when they get them out. "Omelet, potatoes, meatballs..." One student says "cold noodles," and they look at him funny. He shrugs like, it's true. An Asian student struggles to say "French fries." The class is intently watching, she gets a real "R" sound out for the first time and is elated. The class cheers. Voiceover: Heinz 57, it's universal.
Life seems to be a never-ending stream of missed opportunities but there will be more contests and more ideas, so until then!
I had every intention of producing several commercials for Heinz 57's Top This contest. I came up with ideas but many things colluded to keep me from having the time, energy or organizational head space and I never got to them. They're due in a week and I'm having a hard time letting them go. I still wish I could shoot them but starting the new job, and getting into an accident (on the way home from San Francisco - another good reason for the High Speed Rail!) - I'm just too overwhelmed.
So I thought at least I could tell you what my ideas are/were:
1) The BBQ - A guy is out on the street, he gets a text message on his phone. He looks at it and in reads "From Jeremy: BBQ at my house, tomorrow 2pm, we'll have grillin's, bring your favorite topping." The guy reacts, "Sweet!" Cut to the guy walking with a bottle of Heinz into the BBQ, he stops when he sees another guy giving a bottle of Heinz to the hostess. A look of concern on his face. The host approaches with a burger on a plate and gives it to him, the hostess approaches and puts Heinz on his burger. Then she takes his bottle. "Thanks for the Heinz, we were just about to run out." She sets the bottle down on a table of food and about 15 empty Heinz bottles. Back to our guy's reaction, "Sweet!" He takes a bite. Voiceover: Everyone's favorite, Heinz 57.
2) International grocery - Establishing shot of a woman pushing a cart down an aisle with a little girl in it. She stops at the ketchup and looks up to the row of Heinz. As she takes a bottle, we look at her from the POV of the Heinz and the little girl says "hot dogs!" Cut to a series of different people from the same POV, all taking a bottle of ketchup. A German guy, "Bratwurst!"; A Mexican lady, "Huevos Rancheros!"; A Jewish woman, "Corned Beef Hash"; A British guy, "Bacon and Sausage"; and finally, a Belgian woman who makes sure no one is listening before she says "Les Frites." (Subtitles read "French Fries"). Voiceover: Heinz 57, spoken worldwide.
3) James Bond - Closeup of a guy's feet in dress shoes and slacks, walking. Swanky music plays. Pan up to reveal a guy in a tux shirt and tie. The entire spot is in extreme closeup. He spots a woman about to eat a French fry without ketchup. He pulls out a bottle of Heinz and saves her. She eats the fry with ketchup and smiles. He straightens his bow tie and spots another woman who's trying to feed her little boy a hot dog. He rushes over, puts Heinz on the hot dog and the boy eats it happily. The mother smiles. He adjusts his cuff links and sees yet another woman with eggs and toast trying to get ketchup out of an empty bottle. He swoops in and squirts ketchup on her plate. We now zoom out to reveal that the man is actually a waiter in a cafe. He takes his job very seriously and the ladies appreciate it. He spins the bottle like a gun and puts it in his apron. Voiceover: Heinz 57, it's THAT good.
4) ESL class - In an ESL class, students of all nationalities are huddled around their teacher naming things they like to eat with Heinz. A bottle sits next to the teacher on the desk and the class eats French fries. They have trouble saying the words but are really happy when they get them out. "Omelet, potatoes, meatballs..." One student says "cold noodles," and they look at him funny. He shrugs like, it's true. An Asian student struggles to say "French fries." The class is intently watching, she gets a real "R" sound out for the first time and is elated. The class cheers. Voiceover: Heinz 57, it's universal.
Life seems to be a never-ending stream of missed opportunities but there will be more contests and more ideas, so until then!
Thursday, May 31, 2007
Suing the pants off each other
I just met with a recruiter who wants to send me to one of the top ad agencies in LA to interview. I looked them up and the founder is the guy that came up with the Jack In the Box clown CEO while at another agency. "Did you hear?" she said, "They're getting sued right now by Burger King."
Their latest commercial insinuates that the Angus beef served by BK is actually anus beef. (This is, apparently, funny). Jack couldn't be happier that they're being sued as it's fantastic free publicity. I couldn't help but think this is how our "great nation" will end. Our world will be collapsing around us while we're busy suing the pants off of each other.
Their latest commercial insinuates that the Angus beef served by BK is actually anus beef. (This is, apparently, funny). Jack couldn't be happier that they're being sued as it's fantastic free publicity. I couldn't help but think this is how our "great nation" will end. Our world will be collapsing around us while we're busy suing the pants off of each other.
Friday, May 18, 2007
Good news for the lazy, inattentive and paranoid
Volvo, a car known for it's safety features, is running a commercial advertising some of their newest additions. The first scenario shows a guy changing lanes. He looks in his mirrors and doesn't see anything so he gets over but OH CRAP there's a motorcycle there. The car automatically corrects itself, putting the guy back in the lane he was leaving and the unharmed motorcyclists continue on their merry way. The driver of the car is completely unfazed by his car driving for him and his near collision that sure would have been fatal to the cyclists. Hmmm, I wonder why he didn't just turn his head to check his blind spot...too much work I guess.
In scenario two, a business woman (to show she isn't stupid, I presume) stops paying attention momentarily to pick up a folder that's slipped off the pile in her passenger seat. But OH CRAP a car is stopped in front of her and in front of that, a group of tiny schoolchildren parade across the street. Luckily, the Volvo bloops and blinks its warning system to tell her to stop. (They're working on a system that will automatically brake, in case the driver doesn't brake hard enough or soon enough.)
Why do we bother driving cars at all? Obviously it's much too challenging a task for our feeble species. Aren't they working on replacing cars with the public pod? You leave your house and you walk to the pod station. You get in a pod, swipe your card, enter our destination and the pod sets out to get you there. You don't have to do anything else. There are some obvious problems like...what if you have groceries? Will they fit in the pod? How will you get them to your house? What if someone spills ice cream on the pod seat? Will there be some kind of automated cleaning system? Damn, I really like this pod idea.
The last scenario in the commercial shows a woman crossing a dark parking lot at night. As she walks towards her car, she checks her key fob and notices that OH CRAP a heartbeat is registered. Someone has broken into her car and is waiting inside to commit atrocities to her person. She turns around and hurries back the other way.
Now this is really a limited feature. I mean, what about that old routine with the guy hiding UNDER the car...does it pick up that heartbeat? Or what if someone has attached a tracking device to my car? I need to know that before I drive to the secret location of the Batcave. OR will it detect whether explosives have been wired to the ignition? Hmmm? When the car starts taking pictures of the people who slam into it in a parking lot when I'm not there, I'll start thinking about it.
Immediately following Volvo's commercial, Nissan followed up with push-button ignition. It really is such a pain to put a key in the ignition. You need the key in the car you just don't need it in the ignition, just push a button to start. See, what happens when you get to your destination and you don't know where your keys are? Did you put them in your pocket? Purse? Or did they fall on the floor? Again, until the car is starting with voice recognition commands like the Batmobile, I just don't see the point.
I think all this technology is just prepping us for the future of machines. Relaaaaaaax, don't worrrrrry, the machiiiiiiines have got it allllllll under controlllllll. Mwa ha ha ha ha.
In scenario two, a business woman (to show she isn't stupid, I presume) stops paying attention momentarily to pick up a folder that's slipped off the pile in her passenger seat. But OH CRAP a car is stopped in front of her and in front of that, a group of tiny schoolchildren parade across the street. Luckily, the Volvo bloops and blinks its warning system to tell her to stop. (They're working on a system that will automatically brake, in case the driver doesn't brake hard enough or soon enough.)
Why do we bother driving cars at all? Obviously it's much too challenging a task for our feeble species. Aren't they working on replacing cars with the public pod? You leave your house and you walk to the pod station. You get in a pod, swipe your card, enter our destination and the pod sets out to get you there. You don't have to do anything else. There are some obvious problems like...what if you have groceries? Will they fit in the pod? How will you get them to your house? What if someone spills ice cream on the pod seat? Will there be some kind of automated cleaning system? Damn, I really like this pod idea.
The last scenario in the commercial shows a woman crossing a dark parking lot at night. As she walks towards her car, she checks her key fob and notices that OH CRAP a heartbeat is registered. Someone has broken into her car and is waiting inside to commit atrocities to her person. She turns around and hurries back the other way.
Now this is really a limited feature. I mean, what about that old routine with the guy hiding UNDER the car...does it pick up that heartbeat? Or what if someone has attached a tracking device to my car? I need to know that before I drive to the secret location of the Batcave. OR will it detect whether explosives have been wired to the ignition? Hmmm? When the car starts taking pictures of the people who slam into it in a parking lot when I'm not there, I'll start thinking about it.
Immediately following Volvo's commercial, Nissan followed up with push-button ignition. It really is such a pain to put a key in the ignition. You need the key in the car you just don't need it in the ignition, just push a button to start. See, what happens when you get to your destination and you don't know where your keys are? Did you put them in your pocket? Purse? Or did they fall on the floor? Again, until the car is starting with voice recognition commands like the Batmobile, I just don't see the point.
I think all this technology is just prepping us for the future of machines. Relaaaaaaax, don't worrrrrry, the machiiiiiiines have got it allllllll under controlllllll. Mwa ha ha ha ha.
Tuesday, May 15, 2007
Booties for babies needed
I was catching up with a friend last night that I hadn't seen in a while. We took a walk along the beach and I gave her a rundown of my job situation. She didn't even know I had started a new job two months ago so I was telling her about interviewing for the job I never got offered and that I've been thinking about starting some kind of non-profit. She gave me a great idea that seemed right up my alley so I decided to look into it.
This idea was perfect for me, she said, because I wouldn't have to choose a cause (since I'm so passionate about the women's rights, animals treatment and the environment). Argh, I'm still bemoaning the loss of what I'm sure were brilliant notes taken at the lecture the other night. Another point I remember being struck by was a comment that information will drive the change we need. I think this is a universal and indisputable claim - information drives change - but surely there are subtle complexities that determine the rate and effectiveness of that change.
In the early days of advertising, ads were nothing more than a way to disseminate information. Do you know about our product? It does this, this and this and is so easy to use! As the range of products grew and more information competed for consumer's attention, ads had to become more clever. They had to make claims, entertain and make an emotional connection that would drive people to buy. Eventually, even that wasn't enough and, as Seth Godin explains in The Purple Cow, a product or service now has to be remarkable to stand out. Meaning, you can't sell crap anymore, there's just too much competition.
In the same way, you can't just say "there's global warming" and expect people to get on board with your agenda. In order for the environmental revolution to succeed - and it really is a revolution in that it will completely change how we view and interact with our environment - the message needs to contain the truth, be entertaining, create an emotional connection AND offer a remarkable solution.
My friend and I were talking about how it seems that there is a lot of information out there about what's wrong with the world but it's difficult to find answers to "what can I do?" I've found that beyond giving money and sending letters online or signing petitions, it seems difficult to find ways to volunteer for a cause. You have to know the name of the organization and what they do first. Her suggestion was a site that compiled that information so people could easily find ways to volunteer in some way that was fun and meaningful to them. I thought it was a great idea but had a vague sense that maybe it had been done.
I started by Googling "take action." The phrased yielded 26,300,000 results. Scrolling through the list I realize this phrase has come to mean something very specific - do something to make a difference in your world. Volunteer, donate, write a letter. With over 26 million results, however, there's a lot of competition for our time, attention and passion.
VolunteerMatch.org organizes volunteer efforts in an easy to find format. Type in your area of interest and your zip code and it instantly brings up a list of organizations and the way in which you can help. In my neighborhood, for example, K9 Connection needs people to walk dogs with a sign that says "adopt me" and help find the dogs homes. You get to meet people and spend time petting a doggie, in the name of a good cause. Or spend the day at the Santa Monica pier volunteering at the aquarium and watch kids squirm when they touch the sea animals. The local hospital needs knitters to make hats and booties for newborns. Truly, making a difference is this fun and easy and there's something for everyone.
The revolution will be different in that it will require us to make a lot of changes at home and in our thinking, as well as out in the community. For it to be effective, it will have to be remarkable and the action required will have to be this fun and easy.
This idea was perfect for me, she said, because I wouldn't have to choose a cause (since I'm so passionate about the women's rights, animals treatment and the environment). Argh, I'm still bemoaning the loss of what I'm sure were brilliant notes taken at the lecture the other night. Another point I remember being struck by was a comment that information will drive the change we need. I think this is a universal and indisputable claim - information drives change - but surely there are subtle complexities that determine the rate and effectiveness of that change.
In the early days of advertising, ads were nothing more than a way to disseminate information. Do you know about our product? It does this, this and this and is so easy to use! As the range of products grew and more information competed for consumer's attention, ads had to become more clever. They had to make claims, entertain and make an emotional connection that would drive people to buy. Eventually, even that wasn't enough and, as Seth Godin explains in The Purple Cow, a product or service now has to be remarkable to stand out. Meaning, you can't sell crap anymore, there's just too much competition.
In the same way, you can't just say "there's global warming" and expect people to get on board with your agenda. In order for the environmental revolution to succeed - and it really is a revolution in that it will completely change how we view and interact with our environment - the message needs to contain the truth, be entertaining, create an emotional connection AND offer a remarkable solution.
My friend and I were talking about how it seems that there is a lot of information out there about what's wrong with the world but it's difficult to find answers to "what can I do?" I've found that beyond giving money and sending letters online or signing petitions, it seems difficult to find ways to volunteer for a cause. You have to know the name of the organization and what they do first. Her suggestion was a site that compiled that information so people could easily find ways to volunteer in some way that was fun and meaningful to them. I thought it was a great idea but had a vague sense that maybe it had been done.
I started by Googling "take action." The phrased yielded 26,300,000 results. Scrolling through the list I realize this phrase has come to mean something very specific - do something to make a difference in your world. Volunteer, donate, write a letter. With over 26 million results, however, there's a lot of competition for our time, attention and passion.
VolunteerMatch.org organizes volunteer efforts in an easy to find format. Type in your area of interest and your zip code and it instantly brings up a list of organizations and the way in which you can help. In my neighborhood, for example, K9 Connection needs people to walk dogs with a sign that says "adopt me" and help find the dogs homes. You get to meet people and spend time petting a doggie, in the name of a good cause. Or spend the day at the Santa Monica pier volunteering at the aquarium and watch kids squirm when they touch the sea animals. The local hospital needs knitters to make hats and booties for newborns. Truly, making a difference is this fun and easy and there's something for everyone.
The revolution will be different in that it will require us to make a lot of changes at home and in our thinking, as well as out in the community. For it to be effective, it will have to be remarkable and the action required will have to be this fun and easy.
Friday, April 20, 2007
Let Cam do your breast exam
This Breast Cancer Society of Canada commercial, from 2000, was created to encourage young women to self-examine. It's freakin' hilarious. I love it.
Some good reasons from The National Breast Cancer Foundation to do regular self-examinations:
* Every two minutes a woman is diagnosed with breast cancer.
* Breast cancer is the leading cause of death in women between the ages of 40 and 55.
* Seventy percent of all breast cancers are found through breast self-exams.
* Eight out of ten breast lumps are not cancerous.
Do the math. Do the exam.
Some good reasons from The National Breast Cancer Foundation to do regular self-examinations:
* Every two minutes a woman is diagnosed with breast cancer.
* Breast cancer is the leading cause of death in women between the ages of 40 and 55.
* Seventy percent of all breast cancers are found through breast self-exams.
* Eight out of ten breast lumps are not cancerous.
Do the math. Do the exam.
Sunday, March 11, 2007
Money is so gauche
In addition to not being smart enough to hire me, the VP that interviewed me for the position at the company "doing something I was really excited about" was offended by the fact that I took the other position "because they offered more money." How GAUCHE to consider money when looking for a job! Apparently his comment that "we're doing something noble here" should preclude me from even thinking about this job in the same terms as every other job - challenge, enjoyment, perks, money.
Unfortunately, he missed the point. My four hours of interviews and three glowing references should have been his indication of my level of interest. I mentioned the pay cut to EMPHASIZE that I was willing to make that sacrifice for this position (talk about noble). I waited a full 24 hours after my final interview for the job offer. It never came, so I took the other job. I'm glad I did too.
Word to the wise: It's just as important for a company to pitch you. You're more valuable than they are. Without employees, they're nothing and don't you forget it.
Unfortunately, he missed the point. My four hours of interviews and three glowing references should have been his indication of my level of interest. I mentioned the pay cut to EMPHASIZE that I was willing to make that sacrifice for this position (talk about noble). I waited a full 24 hours after my final interview for the job offer. It never came, so I took the other job. I'm glad I did too.
Word to the wise: It's just as important for a company to pitch you. You're more valuable than they are. Without employees, they're nothing and don't you forget it.
Friday, March 9, 2007
Billboards of naked women
I moved recently and my new work commute is mostly freeway. It's a much nicer commute, even when there's traffic because everyone on the freeway is doing the same thing, more or less, going straight ahead. But one thing I just realized that I don't encounter anymore are the billboards of naked women (and bad TV shows). There was a period of time when I was outraged, every morning, by a barrage of skin and bones Mischa Barton, giant breasts in a guys face for Two and a Half Men (they're raising a kid, get it? it's HILARIOUS!), an extreme closeup on a models pouting lips (selling a car of course) - well, you get the picture.
But then today I saw this billboard:
Whose genius idea is this movie? I don't even know where to start. We've got two actors known for choosing bizarre/bad/downright tacky roles, a white girl on a chain held by a much older black man, the follow-up film from the white director of "Hustle & Flow" (also a depressing movie with degrading female roles) and the name "Black Snake Moan." I presume that is supposed to sound as sexual as possible with the black snake of course being his penis and the moan is what happens when he uses it? Am I the only disturbed by this? I don't know, I guess I'm one of those people who wants a film to be uplifting, liberating or jeez, at least a meaningful commentary on something. Maybe this is but I will probably never see it.
But then today I saw this billboard:
Whose genius idea is this movie? I don't even know where to start. We've got two actors known for choosing bizarre/bad/downright tacky roles, a white girl on a chain held by a much older black man, the follow-up film from the white director of "Hustle & Flow" (also a depressing movie with degrading female roles) and the name "Black Snake Moan." I presume that is supposed to sound as sexual as possible with the black snake of course being his penis and the moan is what happens when he uses it? Am I the only disturbed by this? I don't know, I guess I'm one of those people who wants a film to be uplifting, liberating or jeez, at least a meaningful commentary on something. Maybe this is but I will probably never see it.
Subscribe to:
Posts (Atom)