The Musings Of An Opinionated Sod [Help Me Grow!]


Why People Who Believe In The Metaverse, Need To Be Dire Straits Fans …

After the amazing drama of yesterday, I need to calm things down.

Not for you, but for me … because my heart can’t take nerves like that.

And yet it’s going to have to do just that in a little over a week.

Bloody hell.

So to slow things down, let me take you back in time …

Back in 1985, the band Dire Straits launched a song called Money For Nothing.

It became famous for a whole host of reasons.

It was the first song of theirs that actually sounded slightly modern.

It had ‘modern’ day references in the lyrics.

It had Sting – from The Police – singing on it.

It had this video …

Did you watch it?

You didn’t did you?

You lazy bastards …

Well, to get back to the point of this post, here’s a screen grab from it …

Now while that image may not strike you as cutting edge, back in 1985, it was revolutionary.

Digital characters living in a digital world, where their universe was a blend of normality and possibility.

Hang on, does that sound like something else?

Something that a huge amount of the tech and marketing industry have been wetting their pants over?

Something that sounds suspiciously close to this …

Did you watch this?

You didn’t did you?

You über-lazy assholes …

Well, to get back to the point of this post, here’s a screen grab from it …

Yep.

Yep it does.

A music video from 1985 by the most snooze-rock band ever formed, not only communicated the metaverse, it did it in a style pretty close to what Facebook and every other brand have shown as ‘the standard’.

How terrifyingly embarrassing is that?

All these hip, technologists, futurists and strategists trying to look like they’re on the edge of culture creation and all the bollocks they’re banging on about was expressed by bloody Dire Straits 37 years earlier.

THIRTY SEVEN YEARS.

Hahahahahahahahaha.

I mean … when that Zuck video first broke, I wrote a post about how it was missing the point by showing things we can already do, but now – thanks to errrrrm, Dire Straits, I realise it was even worse than I imagined.

Don’t get me wrong, I believe technology and – the metaverse, even though what is being celebrated as it, isn’t what it is – will have the possibility to make a huge, positive difference to humanity. Eventually.

But making – and lauding – a film and idea that looks awfully similar to a bloody 1985 music video isn’t doing them any favours. If anything, it shows how much of this industry is filled with individuals who crave attention or adoration or just desperately seek relevance.

Not helped when you learn that, unsurprisingly, the main reason Zuck is so into the Metaverse is not for changing the world but upping his bank account.

Given how much Facebook tried to label Apple as ‘anti-business’ for the amount they charged creators and partners – which is a lot less than 47.5% – it makes the whole Meta situation even more laughable.

Don’t get me wrong, I know the new is often misunderstood.

And new technology should not be judged by the standards of established technology.

But when the ‘icons and industry leaders’ stand on soapboxes and stages to promote the future in a similar way that Dire Straits brought to the World almost 4 decades ago … it’s only fair to question if these people care about the future or simply their own career image.

Even though, sadly, we keep seeing hyping can get better career growth, than grafting.

If the Metaverse could fix that, then maybe we’d all sign up.

Then again …



Connect Don’t Communicate …

As many of you know, I’m quite the emotional guy.

[OK, I get it … that’s an understatement. Let’s leave it there]

But while this can sometimes result in me having an ‘Elton John’ moment [™ Elton John] I have always been a huge believer in the value and importance of empathy.

Part of this is because my Mum always told me to be interested in what others are interested in, but as I got more and more into my planning career, I realised that if you can truly understand the feelings and emotions someone is experiencing, it enables you to make work that others will also feel and resonate with.

A perfect example was this work we did ages ago for Nike in China.

It had already been decided the idea for the global 2012 Olympics Campaign was going to be Greatness. The problem was that when we spoke to kids all over China, they didn’t feel they were ever able to refer to themselves as great.

They felt that was a term saved for the chosen few. The people who the government deemed as having done things that raised the entire nations profile and success.

Of course they didn’t articulate it like this … we got there by spending time with them and slowly pulling away the layers of codes and confusion so we could understand what they wanted to say rather than what was being said.

Or said another way, we wanted to understand rather than get answers.

Now I am not denying it took a while … and I also accept being an Olympic campaign, we had the time and the money to do things right. But the thing is this rigour was worth it … because not only did it turn into an incredible campaign … not only did it become China’s most successful ever campaign … it helped changed attitudes towards what greatness is and allowed millions of kids to feel they could feel valued and valuable.

This is the work.

The reason I say this is because for the past few months, I’ve been working with The University of Auckland’s Creative Thinking Project in exploring new ways to use creativity to engage and deeply resonate with audiences.

Thanks to the work of Sir Richard Faull, Faculty of Medical and Health Sciences at The University of Auckland and Nuala Gregory, a fellow of the National Institute of Creative Arts and Industries – also at The University of Auckland – we have explored and experimented with a whole host of different creative formats to identify which one can create the best conditions for connection.

The findings have been astounding.

While the vast majority of communication spend goes towards television, digital and outdoor advertising … none of these had the same impact on audiences as the power of the poem.

In fact, when poems were used as the content for television, digital and outdoor, the increase in engagement went up on average 13.3%.

THIRTEEN!

OK, I know that may not sound a lot on first impression, but when you consider last year, companies spent SEVEN HUNDRED AND FIVE BILLION DOLLARS GLOBALLY on advertising … if this can improve connection to potential audiences by 13%, then it has huge commercial opportunity.

[And by that, I mean for brands, creativity and the University of Auckland]

Now I suppose on one level, none of this should be a surprise.

Rap is a kind of poetry.

A way to communicate that’s felt as well as heard.

But while we have started to explore this, our focus has been on poetry and the results, as I detailed above, have been fascinating.

Sir Richard believes this may be heavily influenced by the challenges the World has faced over the past few years. Where the feeling of isolation of helplessness has created an yearning for any sort of emotional connection. And while TV may have their manifestos, they often come over as contrived … whereas poems have a fragility to them that enables them to better resonate and connect to audiences.

For example … of the literally thousands of poems tested, this was one that achieved one of the highest scores, despite being from an anonymous author.

Now this mountain I must climb
Feels like the world upon my shoulders
But through the clouds I see love shine
It keeps me warm as life grows colder

While it is deliberately ambiguous, it appeared to connect to audiences as they saw it as capturing the struggles they felt in life. Where there is still an expectation for progress and yet the conditions people find themselves having to deal with are increasingly harsh and difficult.

Other poems that resonated – and follow a similar theme to the previous example, except it is by contemporary poet, Ocean Vuong – include this:

And when your fears subside
And shadows still remain
I know that you can love me
When there’s no one left to blame
So never mind the darkness
We can still find a way

As well as a piece from his work entitled ‘Life’, which has a much darker theme:

Loneliness is my hiding place
Breast feeding my self
What more can I say?
I have swallowed the bitter pill

We are still working on the research but have set up an instagram that lists the poems that have tested particularly well.

I would love it if you could visit the page and let me know how the poems affect you. If they do.

Now I appreciate this leaves me open to all sorts of ridicule.

And I assure you that I am not trying to suggest poems are the future of effective advertising.

This is simply a project to see if there are techniques that allow us to better connect emotionally to audiences without necessarily needing to spend months in the field meeting endless people.

While I am part of this work, it is ultimately the property of Auckland University.

Fortunately, they have said I can promote the work because they would love to have more respondents take part. So if you are interested in discovering more – and helping see where this creative adventure could lead, can I ask you to sign up here.

That said, I would recommend you do it today … because studies have found April 1st is the optimal day to get people to sign up to ‘research’ that is actually just some 80’s song lyrics from Foreigner, Guns n’ Roses and Queen.

Have a great day. I know I will.



Twisted Logic Is More Interesting Than Corporate Logic …

When I was living in Shanghai, I met a young guy who said to me,

“I think the Chinese government are rock n’ roll”.

Given I couldn’t imagine anyone less rock n’ roll, I asked why they said that. To which they replied:

“You told me rock n’ roll was about doing whatever you want to do, regardless what other people think. That’s the Chinese government”.

Mind. Blown.

Never in a million years would I consider the Communist Party rock n’ roll … and now that’s all I can think. I say this because recently I had another of these moments.

It was when I read this:

How amazing is that?!

Now whenever I talk to my friends named Tim, I keep imagining them as a moth.

Which brings me to the point of this post.

If you don’t leave space for conversations and understanding, you will miss out on these little gems of opinion. These things that can make you look at subject in a completely different way. That can take you to different place with even bigger possibilities than you could imagine.

And yet we – as an industry – aren’t leaving space for this.

We actually think getting into the real world is a hindrance.

Too messy. Too much time. Too many opinions.

So we actually advocate building creativity and brands from a weird sort of recipe book.

Where equal parts questionable data, brand assets and self-serving logic come together to make something that looks like a cake but generally tastes bloody awful.

Because we’d rather follow what everyone else does than create something everyone else wants.

Valuing attribution more than change.

Oh don’t get me wrong, I get the importance of all these things.

I agree and value their role in brand building and creativity.

But as I wrote a while back, it’s utterly bonkers that as an industry, we value the condiments of the meal more than the steak.

Recently, someone called me irresponsible for demanding my team spend time meeting, talking, listening and understanding people from all walks of life.

They literally used that word: Irresponsible!

Now I don’t mind admitting there’s many things I could be accused of being irresponsible for, but valuing the role culture has in liberating creativity and possibility isn’t one of them.

No wonder society is so bored of what we do.

No wonder brands have had to reframe bribery as loyalty.

Or membership.

Because while we think we have all the answers, culture has the interesting.



Cowards Are Oppressors …

Many years ago, I did a campaign for Australian ‘youth’ radio station, Triple J.

Triple J was a government funded radio station, but what set it apart was that it had a mandate to play new artists, preferably Australian, who were definitely not part of the mainstream crowd.

Think John Peel, but Australian.

What I loved about them was how much they divided opinion.

To some they were hope. To others they were noise.

But as we delved deeper, it became apparent the people who thought it was noise were basically proud the followers of the mainstream. The focus-group designed. The beige and the blunted. The average.

Now I appreciate that sounds massively judgemental … but what I found interesting was how companies had basically messed with the meaning of average in a bid to make more cash from customers.

In the old days, average was an achievement.

The meeting point between quality and cost.

Democratisation.

Progression.

Access.

But now average wasn’t that at all.

It was mainstream mediocrity.

Designed for easy, passive appeal. Mindlessness. A strategy of making beige act like gold.

Which led to the point of view of the work: The enemy of average.

Directly targeting anything that had been designed to dumb down rather than lift up.

We got into all sorts of mischief …

From placing warning stickers on all ‘easy listening’ artists in HMV [that saw us being threatened with legal action] … to running ads during mainstream TV to tell viewers they’re being murdered by averageness … to images of mainstream mediocre products being placed in public toilets so you could literally piss on them. [Beige Volvo anyone?]

And while this may all sound madness – and this was the 90’s so tastes were very different – we knew the only way to attract more listeners was to ensure we did it in a way that made our existing fans see we were fighting for what we believe, rather than pandering to popularity.

The old reverse psychology trick.

And it worked because ultimately this was just an extension of who they truly were.

Stubborn, opinionated, mischievous, audacious and uncompromising.

A teen who was very comfortable in playing with the uncomfortable.

And what this did was help build the cult of the brand … helping Triple J enter a new phase of growth while never looking like they were chasing fame.

Of course, they’re not the only ones who have pulled this off.

Playstation did it … NIKE have done it … Supreme do it … but the key to pulling this off successfully is knowing who you are and knowing who you’re for and frankly, not many can brands – or agencies – say that, especially these days.

What makes this even more amazing is how many agencies and companies bang on about their authenticity and purpose … but the problem is they can’t see what they’ve become: a mediocrity pleaser machine.

Of course the signs are there if you just scratch the surface.

Generic, mass audiences.
An aversion for sacrifice.
A desire to remove any sharp edges or opinion.

And while many think making a brand as easy to buy is the greatest way to achieve success, the thing they need to remember is the future goes nowhere in the hands of cowards.



A Boy Named Ben …

So I’ve decided to do a little thing every month where I write about a planner I love.

Full disclosure, the vast majority will be people I’ve worked with because I can then say honestly I know all their bad bits as well, hahaha.

Today I’m going to write about Ben Perreira.

I first met Ben when I moved to LA and worked with him at Deutsch.

Or at least I thought I did.

About 6 months in, he told me that he had written to me when on April 11th, 2014 … I put a post up on my blog asking if anyone was interested in working with me on NIKE at Wieden.

Embarrassingly I couldn’t remember him writing to me – though it was well over 3 years later by that point – but fortunately, I had apparently written him a very nice return email saying that while I liked what he was up to, I didn’t think he was quite what we needed at that moment.

As an aside, that is the job that led me to the brilliant Paula Bloodworth and so I don’t think anyone would feel hard done by losing out to her – given she’s one of the top 5 strategists on the planet. Probably higher than that.

But that doesn’t mean Ben isn’t amazing.

He is.

I liked him pretty much as soon as I met him.

And that’s quite amazing given he was a surly, petulant prick for our first few get-togethers.

Arms folded.

One word answers.

A lot of, “why would you ask that?”

But Ben’s problem was I’d seen that behaviour before.

When I joined Wieden, one of the people who would eventually be in my team, Rodi, was a carbon copy.

Same reaction.

Same responses.

And that was in the interviews.

But I soon discovered it wasn’t because they were assholes – well, not real ones – it was because they wanted to see if my standards were going to be high enough. If I was going to fight my corner or try to just be liked. To check if I was worthy of the gig and they may learn something from me or I was just a token figurehead who just wanted an easy life.

So when I saw Ben doing the same thing, I found it amusing rather than disturbing.

Which meant I just kept asking him more and more personal questions. Digging into his character before he could dig into mine.

Oh how awkward he found it. It was wonderful. Hahahaha.

Now you would have to ask him if I ‘passed’ his test, but he certainly passed mine.

Because what I soon learned – and loved – about Ben was he just wanted to do great things.

He didn’t want to take the easy path.
He didn’t want to just be liked for saying yes.
He didn’t want to simply churn out the same thing over and over again.

And I loved that.

I loved the questions and the debates we’d have.

I loved the way he dug into the business details to pull out the possibilities.

I loved the way he was a fundamentally good human, despite his dating escapades.

I miss Ben.

Not just because he’s disgustingly handsome, but because he’s a good human who happens to be smart.

He has high standards and wants people who have the same.

And if he feels he has that, he’ll go into any battle because he wants to make a difference.

Not just to the work, but the people doing it.

Lots of people will say that, but for him, it’s in his DNA.

In some ways, I imagine Ben was a natural leader from the day he was born.

He gives a shit about others.

He wants to see them succeed.

He won’t manage up simply for optics … and in the insanely hierarchal corporate structure of America, that’s not just rare, but beautiful.

Christ, the things I saw …

And yet Ben didn’t fall for that.

One or two others tried to do that shit, but never Ben.

In fact, I remember one day being told by someone my team were out of control.

Too full of opinions with too much desire to debate.

And when I said, “I know … isn’t it great!”, it was made pretty clear to me they didn’t share that perspective.

Hahahahahahahahaha!!!

Normally I wouldn’t feel proud about that.

I shouldn’t, because a planners job is to be a well-intentioned, pain in the ass.

Someone who pushes clients to be great not to be average.

But I found in America that wasn’t always the attitude.

I met far too many people there who told me “saying yes” – regardless of the ask – was far more valued by their managers than saying, “I think we can be better than this”.

I don’t know if Ben likes me.

I hope he does.

And if he does, I know the exact moment it happened.

He’d been in a huge meeting that had gone well.

The ECD sent an all agency email updating everyone on what had gone on and thanked Ben for [I think] ‘preparing the room for the meeting’.

I kid you not.

What was even more pathetic was I knew how much Ben had put into this.

How much blood, sweat and tears he’d poured into the project to give us a chance to make something great.

So I decided to respond with an all agency email reply.

Basically pointing out that as the planning department were apparently ‘so good at setting up rooms for meetings’ … if anyone had anything else they need us to do – from fixing a TV to washing clothes – just drop us an email and we’ll be there in the blink of an eye.

It didn’t go down well with anyone, except Ben.

And that’s all I cared about.

Because he’s smarter than he realises and kinder than he likes to admit.

I’m glad I didn’t miss out working with him when the Wieden gig didn’t work out.

I’m even more happy that he’s still in my life.