El Gaffney

Ads, Brands, and ESPN: A Presentation

I just returned to the office from giving a guest lecture at Columbia University’s Graduate School of Business. The audience was first-year students in Professor Ansari’s Marketing class, which is part of their core curriculum. That means, they have to be there whether or not they give two hoots about this fuzzy stuff. And at 9AM, at that. However, I must give credit to the class – they were surprisingly awake and engaged from the get-go, and they asked very smart questions. All A’s, I say. (Unfortunately, I have no power to do such a thing.) So thank you to them, Prof Ansari, W+K, and ESPN – nothing makes up for lack of new thinking better than some “This is SportsCenter” spots. Thanks to the blogosphere and plannersphere, from whom I’ve learned (and stolen) much to make this presentation. And thanks to my parents, who as educators themselves, have instilled the importance of, and inspired the passion for, teaching. (Yes, I know it’s only a presentation, not an acceptance speech for an award show.) Enjoy and please feel free to share your thoughts in the comments or on SlideShare. I’d like that.

(Note: Many of the slides contain hyperlinks to videos. Also, I have no idea why that clip art heart shape would upload properly. But I’m done trying since it’s not relevant to the pres. Plus, it’s only getting further away from Valentine’s Day.)

UPDATE: Many people have told me they need the VO with this or even the notes, and unfortunately I don’t think there’s a way to upload it with them. But in the absence of each, I must clear up just one misconception – I’m not feeling that State Farm spot creatively or strategically. Of course I understand that it was just to get the NFL sponsorship across; however, I used this slide to make the point that advertising is not the end game – that it must serve the brand, connect to your memories of the brand, etc. In hindsight, that was probably not the best example or title of that slide for those reading it. Thank you, Clay, for bringing it to my attention considering I got the idea to use when he and an ex-colleague bashed it on the same day.)

Tags: ads, b-school, brands, espn

Dear Recruiters

If you’re calling or emailing me about a job and you don’t mention the password, “SWEATER!”, then don’t expect me to return your message.

I do not want to seem ungrateful, especially in this tough time. I feel fortunate to have attracted your interest. I appreciate that you (at least a one or two of you) want to understand my needs first – before telling me about the search you’re conducting for “award-winning agency with blue-chip clients.” And I even appreciate that you’re being upfront about “finding me on LinkedIn.”

It’s just that doing a search for planners/strategists on LinkedIn and blanketing us with half-assed “this could be a great opportunity for you…or if not, can your recommend a friend or colleague” messages, is lazy and insincere. Yes, I’m easy to find, and I don’t want to change that – though if you had checked a little farther down the page, I’m not open to being contacted about career opportunities or job inquiries. But I’m also pretty easy to find things out about, including hopefully (for you) a connection to make the introduction. While you weren’t looking at my contact preferences, you also seemed to miss the link to My Blog (that’s here). Admittedly it ain’t the most professional place; yet, you can learn more about me/how I write/what I think about/etc. than on that template page that you didn’t even bother really reading anyway.

Unlike Chris Mortensen, I don’t feel like it’s a privilege to chat with me. However, I do expect some level of working for it. I do expect you to care enough about knowing with whom you’re about to make unsolicited contact to do a little bit of research. Shit, this blog is the first result for a Google search of my name. I do more digging about people I may end up meeting through friends that than you have for a person you’re about to ask to consider making a major life change. Sure, maybe I’m a little weird but that’s just weak sauce.

In case you are wondering, I’m not looking for a new gig. I know, you “don’t care” since it’s about my future career path and potential. Sarcasm aside, I’ve worked with recruiters in the past and had fantastic experiences. I understand this may be a difficult time for you. But I do not believe desperate times call for desperate measures. I even hear what Paul is saying in his recent article in AdAge, “What to Do When a Headhunter Calls,” about recruiters vs. ’senders.’

But in response to his advice (and final sentence), “Answer the phone”…

Sure. Now, what’s the password?

—
Eliminated passwords/passphrases:
- “Plethora”: It’s not inconceivable that you would start the conversation off by telling me about the plethora of opportunities you have available.
- “My Little Buttercup” (or “Rrrrraped de horses”): I’m not looking for a lawsuit.
- “Invisible Swordsman”: No fun, and I thought this (below) was a little too complicated…

Tags: jobs, movies, threeamigos

Are Athletes Not Enough for Gatorade?

I’m honestly not trying to drink the Hate-orade (I know too easy), but I really don’t understand this move. Why would Gatorade do this campaign? What was its objective? To gain urban credibility? To launch a new bottle with the Big “G”? Why does Pepsi Company just seem to think think a refresh is in order across the board? Don’t get me wrong, I’m all for experimentation on the design and advertising tip. But I just don’t see this one at all. And that’s even as a big fan of the JabbaWockeeZ (big enough at least not to have to look it up to spell it) and spoken word poetry (on Saturday nights past you couldn’t find me at the club, you could find me watching Def Poetry Jam on HBO on my couch…I wasn’t a grouch/ I was awaiting De La Hoya / Because even though I’m an Irish Jew I look Latino / Ja Rule baby!). I put it out to Twitter and got pretty much all negativos:

Here’s the pillar spot, which incorporates athletes at least (and comments are split 50/50)…

And three others.

Tags: Add new tag, brands, celebs, gatorade

When Everything Comes Together for Worse

Has anyone else had the distinctly awkward pleasure of witnessing a crowd of people respond to this Louis Vuitton advertisement at the movies?

There are so things I’d like to say this experience, but I’m trying to wrap things up) get out of here for the holidays. Thus, I want to make just one clear point: Sometimes when it makes perfect sense, you really lose. And sometimes when it makes no sense, you really win. And sometimes when it fits exactly or doesn’t fit at all, you actually tie.

Crystal clear?

No. Okay, well, here’s some advice for Louis V and other advertisers out there. Just because you make a cinematic ad (style and message), it doesn’t mean it’s right for the cinema (media). Furthermore, just because you think your target is “sophisticated and upscale,” it doesn’t make people at “more artsy theaters” the appropriate audience for your advertising. In fact, I’m really having trouble thinking of any theater or movie it would “work” for. Going to see a movie is social; it brings people (from diverse backgrounds) together for shared entertainment. (Not to sound like the speech given at every Oscars ceremony) Even someone who is compelled by the “journey” story (or even enjoys its music selection), is not going to do so in a crowd of strangers. Especially at this economically-difficult time, I can’t think of anyone who would self-identify as a fan of that brand.

I have been meaning to write this since seeing Slumdog Millionaire on Saturday night at the Angelika (highly recommended by the way) when after 4 indie previews were followed by the ad embedded above. It was met with an “Are you serious?” moment of silence, followed by a barrage of laughter and conversations (at least in rows near me) about the ridiculousness of LV’s communications. I can’t imagine the reaction would be any different elsewhere, so it’s crazy to think they’ve been running these since at least this May.

In fact, I would argue they actually disrupted my journey into a movie-going mindset (suspending disbelief, being open to being moved, etc.) with this unbelievably silly and self-important move.

Please tell me I’m not alone.

Tags: brands, movies, rants

And Boom Goes The Holiday Party

You irresponsible motherfuckers.

Advertising. While holiday parties are being canceled, scaled back, etc., it reminds me of all the other holiday parties I’ve been to in my 6 years in the biz. Every year some of the geezers (original MadMen) of the industry and even some of the old guys (30-40 year-old’s, that is) talk about parties past. The wild times without worries or inhibitions. The excess. The skinny dipping. The drugs.

No. I don’t want the drugs. But we didn’t get our good ‘ole days or our dot-com boom. People my age came in at the bust, enjoyed a few normal years, and now have to deal with this crazy recession.

So. Realize this: We don’t want to hear about your stinkin’ glory day holiday events. And realize what we’re thinking on the other days when you tell us to pay our dues: “Why? We’re already paying for the mess you’ve made.”

What we’d actually prefer to do is roll up our sleeves and get to solving the problem. What we don’t want to do is roll up our sleeves and do the bullshit work while you get to “take a stab” at solving it.

You taught us this top-down model. AAE to AD eventually. A good idea can come from anywhere in the creative department. You value our understanding of “the digital life” enough to hear our explanation of how we use social networks but not enough to put us in the room with the potential client, to whom you’re selling that understanding.

And not just in the ad industry. You taught my Banking friends that it’s normal to work 90 hours a week, be unhealthy but filthy rich. You taught the Asset Managers to manage relationships, you’ll take care of the investments. You taught my friends in Fashion to sell on shows, showrooms, and parties. You taught those working for Magazines and Newspapers to worry about content, not the medium/delivery mechanism. You taught new Teachers to stick to the curriculum and focus on preparing students for standardized tests if they want tenure. That this is just the way it is; that we should just deal with it. We fell in line and look what happened.

You taught us to respect our elders. We say, “Earn it.”

It’s time for new ways.

[This rant was inspired by this fantastic post by Charles Frith, a responsible "old" guy in advertising (which there are many others including Gen Gifted on right sidebar), who used the word "party" in the title of his post. My title inspired by this.]

Tags: genY, party, rants