El Gaffney

Do Day: A Commercial or Two

I should have saved Sherlock for Do Day, but since I didn’t and I’ve been running around in the rain all day, I’m going to cop out a bit and pass along what I think are pretty strong spots our London office recently did for Honda.

Actually, as I was thinking about commercials that explicitly talk about “doing” (vs. commercials with a strong call to action), I couldn’t help but think about IBM’s recent campaign. So I went to find the latest spot I’ve seen called “Avatar,” which you can see here:

As much as I can’t help but take it personally that this is how most adult businesspeople view young professionals and our Web two dot zero ideas, I do admire that IBM (and agency) seems to really know its target. But as I looked for this video (and found a few that had been removed from YouTube), I also came across an interesting article on CNET showing IBM’s chief executive, Sam Palmisano in Second Life. In fact, it seems he has two avatars.

I read from an article that’s a little more than a year ago, “IBM foresees a sizable business in providing the software, computers, and chips that power 3-D worlds, and in advising clients on how to take advantage of them to market or sell products.” Now, either they are changing strategies (and beliefs). Or the point of the spot was to say that IBM can help you get more out of these virtual world opportunities. If it’s the latter, I have to say that message didn’t quite come through. Oh yeah, and young people explore, try, fail, learn fast, etc. etc. In short, we do!

Tags: action, genY, honda, ibm, wk

For the Love of Earth

I read a scary post a couple of days ago on John Grant’s Greenormal blog. It has (like many others) been on my mind since. Also, like these “others” (not in the Lost sense of the term) I’ve offered to help. So the first thing I figured I’d do was pass on the link above.

As John says in his comments he’s going about doing something by first working to create a concise, clear, and compelling video and then when it’s ready, use it to spread the word. I will, of course, pass that on. In the meantime, I have been be considering another one of his comments as well as a recent article by Seth Godin.

Other SG’s post, “Fear, hope, and love: the three marketing levers”. He talks about these three emotions as the primary reasons (individually) that people take action. JG commented, “…but i do know that from academic studies in memetics (ideas that spread like viruses) bad news always spreads faster than good. In the past I have looked at case studies like the Y2K bug.”

So it seems like Fear is going to be the lever we’re pulling for this message in order to get the word out quickly. This makes sense to me. But I wonder if there’s a way to flip the Love switch soon after. And I wonder if an Obama win in November could impact the decision on which lever becomes most effective (vs. McCain, let’s stick with fear or if Hillary could get Gore in the Cabinet). I wonder if fear made An Inconvenient Truth such a hit. And I wonder if fear was the best way to convince people to make the small changes laid out at the end. It seems the type of action we’re asking people to take would impact the approach (lever).

I couldn’t help but think on my way into work today that a problem of this magnitude would need to tons of optimism and love. I think uniting, organizing, and calling my generation to action (and those younger) requires it. We won’t be shocked or scared into making the major changes this necessitates. We’ll, as Seth said, “aim for love.” If the meetings we had for Live Earth at Planning for Good in New York are any indication, we’re looking for our cause (should have found it by now). I’m really interested to hear the specific feedback from Live Earth about all suggestions as well as to know how other city teams tackled the issue. My feeling is we’re ready to be heroes because we love this planet.

Note: Ed has already offered his (and the group’s) assistance, which is great. Any ideas are appreciated.

Tags: action, earth, genY, pfg

Do Day: The Wednesday Rebrand

He’s a lot like the boy-hero in the 1953 musical The 5,000 Fingers of Dr. T.—the only feature film written by Dr. Seuss, and one of Gondry’s favorite movies. In it, an evil piano teacher forces 500 children to practice at a gigantic piano 24 hours a day. One boy devises a technique to escape the nightmare. ‘The boy and his friend get a pot,’ recounts Gondry, ‘and start to mix everything they can in it. They take a little bone, a little rope, a key, and mix and mix until it becomes gooey and starts to smoke. Finally, they invent this machine that steals sound. I think this way. Just make things and it’s going to work. I’ll make it work.’

-Jennifer Hillner with Michel Gondry
(Read the rest of the Wired article here)

In 2007, I was really inspired by other bloggers’ (now friends’) ability to as my current agency’s marquee client would say: “Just Do It.” From Clay’s making a ton of stuff (including a ping pong paddle for me!) to Noah’s multiple hit sites in a single day to Michael’s conference and non-profit organization, I’ve gained a lot of insight into the process of creating and, importantly, a lot of motivation to start making things myself. (As this blog is as much a diary and self-promoting tool as anything else, you can be sure you’ll be hearing more about the things I create in 2008 – yes more rhyming!!!)

Seriously though, I’m constantly trying to figure out what this blog actually is, so I can then better figure out what I want it to be. The only expertise I claim is all things Me (in fact, my what’s in a name post is one of my most viewed) and maybe an out-shoot from that in immaturity. But in an effort to expand my horizons by focusing (I think this is what I’m doing), I have indulged another passion of mine. No, not rhyming, but you’re close… Creating catch phrases. (Note: I’m calling them catch whether they catch on or not – see bevistated.)

So from this day forth (assuming I remember) Wednesday on El Gaffney will be “Do Day”. The quote above is my first attempt, but I’m not exactly sure what Do Day will entail. I’m thinking I will interview (I use this term very loosely) someone of these Gen GuYs (on the left sidebar) about all sorts of stuff, and I’ll interview some others about Gen GuYs and other sorts of stuff.

I don’t want to make it too prescriptive since I already have such a strong commitment to the IOI. (Yes, I realize what “comes out” when you pronounce this new term for Wednesday really fast.) And I don’t want to force it either because as I learned on a Chappelle’s Show look back at an interview Dave did about civil rights “people don’t like to be forced.” (Dave’s commentary: “Oh, you mean like slavery forced.”) Anyone remember that episode? Anyone else miss that show regularly still?

Anyway, we’ll see how Do Day works out and how I gets along without all the humping.

Tags: action, directors, genY

Kicking Off 2008

One of my favorite sites of 4th quarter 2007, had to be someecards. Basically the site is a creative, aesthetically-pleasing, easy to use, and free Blue Mountain with wit and without dancing pink elephants. The cards come close to the line but rarely cross it, and over the holiday period I sent quite a few of them. Like some of you I’m sure, I use the Rule of A Few Randoms as a “tipping point” gauge. So when I received a card from someone from both sexes, three different occupations, two different age groups, and a hipster, I decided it had tipped. But I do not believe it has jumped the shark. In fact, if they continue to keep the one-liners fresh (which would not be too hard), they’ll be fine. I think they can be even better if they create yearly archives, let you track the cards you’ve sent and to whom you’ve sent them and on which occasions, team up with birthdayalarm or facebook, and/or consider expanding with some new art direction (and copy) to appeal to a different personality type, age group, etc. And that’s just off the top of my head – someecards, holla at your boy. Shit, can you believe I’m still saying “holla” in 2008?! Here’s a quick example:
Okay, sorry.

Well in that case, I’ll just start off with the yearly Gen GuY resolution:
And speaking of resolutions, maybe you’ll be inspired by one of the celebrity resolutions on Funny or Die (which is a site to which I’m becoming addicted – wow, that’s a lot of which). Look for a video from FoD (that’s what the cool kids call it) in tomorrow’s IOI.

Feliz Ano Nuevo.

Tags: genY, holidays, someecards

Inbox of Immaturity: The Onion Comeback

Rather than pass on “stupidifying” video links this week, I’m going to make you read as well as hit you off with a Gen GuY observation. I’m just one person (just a man, with a man’s courage…oh f’in Flash) so take it for what it’s worth, but I believe The Onion is heating up online. Hey, maybe it never got cold. But I haven’t had an article passed onto me in months and then all of a sudden I’ve got these three in my inbox/message board/rss feed from three very different social groups.
Pitchfork Give Music a 6.8
Bro, You’re a God Among Bros
I’m Like a Chocoholic But for Booze

Yes one is older than the others, but still received all three within this past week from Noah, Paul, and James. I’m still sticking to F Everything, We’re Going With 5 Blades as my personal favorite, but these are definitely solid. Thus, as the brand onion seems to fade into oblivion, The Onion is so hot right now. The Onion.

Tags: genY, ioi, theonion