Filed under: A Bit Of Inspiration, Advertising, Apathy, Apple, Attitude & Aptitude, Brand Suicide, Comment, Corporate Evil, Creativity, Culture, Digital, Egovertising, EvilGenius, Fake Attitude, Management, Marketing, Marketing Fail, Politics, Relevance, Social Commentary, Social Divide, Technology
OK, I should point out I actually think the Metaverse has incredible potential.
It could revolutionise education, medicine and ignite the creation of industries that don’t even exist yet. Which is why I am still utterly baffled why Zuckerberg thought the best way to sell the technology was by putting out that utterly shit video … where you saw him and his ‘mates’ not only do things that are all possible right now, but were worse in terms of quality, creativity and interactivity.
And then I saw this picture and everything became clear …
Maybe Zuck doesn’t give a damn about the Metaverse.
Maybe he doesn’t want to help humanity evolve and develop.
Maybe the only reason he’s doing it is for the same reason a lot of conmen do things …
Because when you can distract your target, you can rob them when they’re not looking.
Now before Mr Z’s lawyers try and sue me for every penny I’ve got for saying that, I would like to point out two things.
1. I said ‘maybe’ …
That means I am absolutely not suggesting Mr Zuckerberg is a conman or only doing Metaverse for conman purposes. I am only suggesting that could be possible, however unlikely that is. Similar to me saying I could be a catwalk model.
2. Be honest. That photo is very, very creepy.
Whoever allowed that photo to get out at Facebook … I mean Meta … was either an idiot or a hero. Because when I look at that photo, I can’t help but think of this ad … except with a totally different ending.
Rather than everyone being saved in the nick of time – thanks to the hero coming in at the last moment and destroying the screen that is hypnotising and blinding the audience so they follow the words of evil – no one comes to save them, so evil walks past all of his hypnotised and blinded victims, smiling to himself that’s he got them exactly where he wants them.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Comment, Content, Context, Craft, Creative Development, Creativity, Culture, Emotion, Honesty, Marketing, Marketing Fail, Music
A few years ago, almost 60 hours of unseen footage of The Beatles recording their final album was discovered.
Peter Jackson was hired to clean it up and put it together to make a program that would give a glimpse of the inner-workings of the band that almost no one had seen.
The result is Get Back … a 6+ hour show that reveals a band who couldn’t help being creative even when they were on the cusp of breaking up.
Someone I know described the show as basically watching one long creative review – and they’re right.
The whole show is full of the review rollercoaster.
Tension.
Judgement.
Protection.
Scepticism.
Debates.
Comments.
Ideas
Body language.
Pushing.
Encouragement.
Muddiness.
Clarity.
Excitement.
But there’s one bit in the whole documentary to me that best sums all that up … that best sums up the whole creative process.
Watch this:
https://twitter.com/notnotnuanced/status/1464990141576007691?s=21
What you’ve just watched is Paul McCartney plucking the song, ‘Get Back’ – one of the bands most famous songs – out of the air.
Literally pulling it from out of nowhere.
One second he’s stumbling in the dark trying to find some sort of a melody, the next second he has just written one of the bands most recognisable songs.
That’s a level of magic even Harry Potter couldn’t pull off.
OK, so McCartney probably had a loose idea of a loose idea … but in 2 minutes 20 seconds, we get to see the magic of the creative process unfolding in-front of our eyes.
Where we go from a distant galaxy, where you can’t really see where things are … to one that you feel is inside of you.
No warning. No indicators. Just landed with all its engines roaring in harmony.
And this reveals a truth about creativity people are seemingly trying harder and harder to deny.
It’s messy.
You have to try things. Get past the obvious things. The ‘alright’. The ‘makes sense’.
The reality is coming up with something that does the job is relatively easy, but coming up with something that has the energy that takes the idea to somewhere else, isn’t. But that should always be the goal. An idea that has the energy to pull others in … that lets them sense and see the possibilities of what is being created. That gets them on board to push things further and sharper.
I say this because we’ve seemingly become obsessed with forcing creativity into processes, frameworks and eco-systems.
Where the ambition appears to simply be ‘does it say what we need it to say’?
And while I understand the pressures of business means time has a competitive advantage … thinking anything is OK as long as it’s quick is a false economy.
Now the normal response to that sort of statement is …
“… but that situation is so rare, it’s a better use of our time to say what we need to say and move to the next”.
But most of the time, that’s more a convenient excuse than a true reflection of reality.
Because the reality is the reason the work doesn’t get to the standards they want is because they don’t let them happen.
There’s a ton of reasons for it – from not briefing properly to wanting to someone rather than talking to everyone to not knowing who they really are or where they’re going to not valuing quality but speed – but underpinning all of it is not understanding how creativity is born.
You see while there is absolutely a place for processes, eco-systems and frameworks … the most valuable thing creatives can have is the time, space and openness to explore and find the energy in the idea before they start crafting the idea.
I get that can be annoying to people.
I get that it may result in putting pressure on some other areas of the business.
But in my experience, if you give creatives that gift, they not only can work pretty quick with everything else … they can give you something that is great rather than OK.
So said another way, more ‘Get Back’ than ‘You Know What To Do’ … a song so bad, they never even released it while they were a band.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Comment, Confidence, Content, Context, Crap Campaigns In History, Creativity, Culture, London, Marketing, Marketing Fail, Positioning, Social Divide, Social Media
OK, I’m ‘proper back’ now and look at that – we’re in February!!!
Maybe I should just write a blog post on the last or first of every month and make life easier for all of us?
Nahhhhhhhh … where’s the enjoyment in that when there’s so much stuff out there to comment on, like this monstrosity of an ad that I saw recently …
Putting aside the fact anyone who wants to be ‘the most interesting person in the room’ is basically admitting they have an ego the size of Bono … or the average person working in adland, the choice of image for this ad is the most stupid I’ve seen in a very, very long time.
Since when were escalators at tube stations a room?
And I’m guessing the people behind it either don’t live in London because if they did, they’d know the first – and biggest – social cardinal sin in that city is speaking to anyone anywhere in the vicinity of the tube.
When I lived in London, I was told in no uncertain terms of this fact within days of being there by a bloke I was squashed next to, as we were on our way to Heathrow Airport.
He also had some luggage with him so I asked, “where are you off to?” and the look he gave me was as if I’d asked him to tell me his families home address and what times are they out.
He literally said, “don’t you know you’re not supposed to talk to people on the tube?”
Hahahahahahahaha.
So with that in mind … and the fact the image they’ve chosen shows people all in a row, all facing the back of the person in-front’s head – which makes having any conversation a bit difficult – maybe Curio should just change the headline of their ad to ‘be the most annoying person in the room’ and be done with it.
Let’s face it, it would probably be more a appropriate explanation of what the app supposedly helps you become, whether they use a visual of the London Underground or not.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, China, Colenso, Comment, Confidence, Creativity, Culture, Effectiveness, Emotion, Empathy, End of Year, Fulfillment, Goodbye England, Imagination, Jill, London, Management, Marketing, Martin Weigel, Mum, Mum & Dad, My Fatherhood, New Zealand, Otis, Paul, Paula, Resonance, Respect, Rick Rubin, RulesOfRubin, Shelly
So this is it, year 15 of this blog is officially over.
YEAR 15!!!
Christ, this might be the most I’ve ever been committed to anything. What a shame this blog is basically worth nothing, hahahaha.
But we’re here.
A year that the World hoped would represent huge, positive change after the hell of 2020 … but ended up being more of the same.
For us, of course, this was a year with a huge difference – namely we now live in New Zealand.
Moving countries can be a pain in the arse at the best of times, but doing it in a pandemic adds a whole lot of stress that no one needs. However, despite that … despite saying goodbye [or should I say, au revoir] to the beautiful house we had just bought … despite not being able to physically see my beloved Paul and Shelly before we went … despite the hassle, broken furniture and time to get settled in … it’s been amazing.
There’s many reasons to that.
From the 2 week quarantine we had to do, which let us – and Rosie, the cat – get acclimatised to the obscene time difference to the kindness and generosity of the people here. To the fact we had bought our beautiful home – and cars – before we arrived, which made things so much easier. To the covid vaccinations we received. To the community we have found ourselves in. To the outdoor life – excluding the insane rain and 4 month lockdown – we have been able to enjoy.
So much.
But it would be wrong for me to not mention the role Colenso and, specifically my team, have had in it.
Everyone of these talented souls has been wonderful.
Not just to me, but Jill and Otis as well.
Plus there’s the fact my team have [generally] put up with my ‘ways’ … and we all know how painful that can be. I’ve always been incredibly fortunate with the teams I’ve been a part of and this lot are no different.
Sure, they’re mouthy bastards with no end of opinions, ideas and considerations but that’s – as you probably could guess – is exactly why I love them.
We’ve only been together 7 months but I’ve seen enough to be excited about what damage we can do in 2022 – reinforced by the fact we finished this year being named Agency Of The Year by the Effies organisation for a whole host of work that solved problems in interesting ways.
So to Lizzie, Henry, Teresa, Emma, Gi, Augustine, Amy and Liam … thank you for everything.
You’ve given me laughs, headaches, pride, lessons and things to ponder … and I couldn’t be more grateful for all of it.
[And extra best wishes to Lizzie who gets married during the holidays. Made extra perfect because she had to postpone it due to Covid and this way she gets to make the holiday season even more wonderful for all her family]
But while NZ has been the major change in my year, there have been some other notable moments.
In some respects, it was a year of music.
From my Rick Rubin project to getting fired by the Red Hot Chili Peppers to the best passive aggressive endorsement ever seen in the history of mankind.
Given I’ll be working for The Black Keys, Muse and – weirdly – Journey in 2022, I can only hope the musical rollercoaster will keep me on my toes as much.
Talking of celebrity …
I met Noel Edmunds at a business ‘do’ in Auckland – which surprised him as much as it did me – and I got to hug Jacinda Ardern, albeit committing social faux pas when I interrupted her during a dinner she was having to say hello.
That I’m still allowed in the country is testimony to New Zealand’s humanity.
Then there was the Tokyo Olympics …
An event a year late from its original plan … met with global apathy, especially in their home country … only to win us all over and turn us back into fans.
Seeing young kids win medals in skateboarding will stay with me for a very long time.
In fact, having skateboarding in the Olympics may have just done more to get kids wanting to do sport again than any number of NIKE ad campaigns.
That’s how good it was.
Best ad of the year goes to the amazing MacMillan cancer ad.
I must have watched it a couple of hundred times now – hell, I’ve even built a presentation around it that I give clients – and I still cry when I see it.
Not because of sadness – though there’s plenty in it – but because of the human emotion it triggers.
As I wrote at the time, it has this incredible ability to take me back to the times I lost my parents but make me feel closer to them. Extraordinary.
I could go on …
I could talk about certain posts I wrote in the year, like Toxic Positivity, but let’s face it … you can’t be bothered to read it and I can’t be bothered to write about it.
So I want to say some thanks …
To everyone who reads, writes and insults me on this blog … I am eternally grateful – and surprised – you come here. Many of you have been coming here for almost as long as I’ve been writing it and I have to say I find comfort in knowing that whatever I’m facing in life, I can come here and all of it just fades away. So for that, thank you … I really appreciate it.
I also want to say thank you to everyone who has reached out to check on how we’re doing. You didn’t have to, but you did and that means a ton.
Extra special thanks go to Paul, Shelly, Martin, Paula, Amelia, Martin B, Meg, Rach, Mike, Sam, Mr Ji, Peter and Cliff … who all made me feel like you were just around the corner, even though you were thousands of miles away.
And finally, a special thanks to Jill, Otis and Rosie.
None of this would be possible without you and I wouldn’t want to do it with anyone else.
You make me a happier, better person than I believed was possible … and while you may rightfully think I can be a total pain-in-the-ass, I can just tell you I’d be even worsr without you.
So thank you.
For everything,
I can never fully tell you how much I love you and am grateful for you.
The way you handle all this change is extraordinary …
Nothing sums this up more than something Otis chose to do recently.
As you all know, Otis has beautiful, gorgeous, stunning long hair …
Well a few weeks ago, he suddenly announced he wanted to cut it off so it could be donated to kids with cancer.
We asked if he was sure as it was a big thing and he said, “he wants to and is determined to”.
Then he added he will continue to do this until he’s 18.
Grow his hair.
Donate his hair.
Grow his hair.
Donate his hair.
So that evening, his Mum got scissors and a hair razor out and starting cutting 35 CENTIMETERS OF HAIR.
THIRTY FIVE!
Throughout the cutting he kept saying how excited he was.
How it was changing his life.
How much ‘lighter’ his head felt.
And afterwards, the little champ looked like this …
A new sort of rock n’ roll.
I thought it was impossible to love him anymore. I was wrong.
To have the capacity to be so compassionate and considerate at 7 years of age is incredible.
Even more so when he has had so much change in his life.
Four countries in 6 years.
New homes, new schools, new friends.
Almost 18 months of lockdown.
And yet he still has it in him to think of others.
Definitely his Mum’s son.
But proudly mine too.
Hell, he even offered me a chance to remember what it was like to have hair …
… though it could also have been to take the piss out of me.
So to Otis … Jill … Rosie … everyone I know and people I don’t but somehow have still come into my life this year, I wish you a wonderful festive season.
I really, really hope 2022 is much better for everyone than the previous 2 years.
I hope we have a year where everyone can have hope for the future.
I don’t know if it’s possible with the machismo bullshit of politicians, but let’s hope so.
Thank you again for everything, have a great time … just not better than me. Please.
See you on January 31st.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Colenso, Comment, Communication Strategy, Confidence, Content, Context, Craft, Creative Brief, Creative Development, Creativity, Effectiveness, Emotion, EvilGenius, Marketing, New Zealand, Packaging, Planners, Planning, Point Of View, Truth
OK, so today is a slightly un-topical post.
About Christmas.
Yes, I know that happened 2 months ago, but when has that ever stopped me?
You see I recently saw that Walkers – the royalty of Crisps – launched this.
What the hell?
Like, what the absolute hell?
I once did a project for Walkers about new flavour variations and we talked about topicality but I never – in any way – considered mince pie flavour.
I think we did say Christmas Dinner flavour.
Or maybe even Turkey with stuffing and cranberry sauce flavour.
But mince pie?
No, no, no, no, no.
I particularly like how they say on the packet, ‘Limited Edition Flavour’.
No fucking shit, Sherlock.
And yet I admire the genius of it.
Let’s be honest, when something is as illogical as that, you’re going to try them aren’t you.
And when it’s linked to a particular event, it’s likely to pull in the people who don’t normally eat crisps.
Sure, it might make some crisp fanatics never try a new flavour again or make the occasional crisp scoffer, never eat another one again … but it’s still a smart strategy.
Which reinforces my view the most effective strategy these days is the ridiculous.
Ridiculous achieves what logic can’t.
Because rather than play to the norms of category behaviour are, they just ignore them.
In fact, they go off on a tangent even a protractor couldn’t measure.
Not in its entirety, but in an area that’s a necessity.
And while that sounds counter-intuitive, what it does is find a way around the in-built firewalls we have in our heads to avoid all this logical nonsense and messes with us.
Igniting our intrigue.
Demanding consideration.
Tempting us by simply being unlike anything we had ever considered.
And yet it’s not annoying.
In fact it’s pretty refreshing.
Because in a world increasingly sensible – it celebrates the bonkers … reframing how you look or feel or think about something you thought you knew all there was to be known.
In essence, it lets brands show that while they take what they do seriously, they don’t take themselves too seriously. Which must be a huge relief for all the people who work in the company, let alone society, given all the pompous, self-righteous, pseudo-Yoda bollocks we are bombarded with day after day after day.
We did a similar thing with a campaign for DB Export Beer …
A campaign that WARC said was the most effective campaign on earth.
Further allowing us to prove the commercial effectiveness of creative ridiculousness.